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Den digitaliserade politikern : En kvalitativ socialsemiotisk studie på hur svenska partiledare konstruerar ett personligt varumärke på sociala medier / The digitized politician : A qualitative study on how Swedish party leaders construct a personal brand on social mediaVillebeck, Klara January 2023 (has links)
Den politiska kommunikationen har alltid varit nära kopplad till medier och i ett ständigt förändrat medielandskap har politiska partier och aktörer desto mer varit i behov av att anpassa sina strategier för att nå ut med sina budskap. Till följd av digitaliseringens stora genomslag har den visuella politiska kommunikationen blivit mer betydelsefull än någonsin tidigare där politiker kan kommunicera direkt till sina följare genom sociala plattformar. Genom den visuella sociala plattformen Instagram har därmed nya möjligheter skapats för hur den politiska kommunikationen framförs. I linje med att sociala plattformar blir allt viktigare för den politiska kommunikationen blir också konstruktionen av det politiska personliga varumärket desto viktigare. Utifrån bakgrunden syftar studien till att undersöka hur svenska partiledare marknadsför och konstruerar ett varumärke av sig själva på det sociala mediet Instagram. Genom en kvalitativ socialsemiotisk analys med utgångspunkt i ett teoretiskt ramverk bestående av politisk kommunikation, politisk personalisering, och socialsemotik visar resultaten på att samtliga partiledare använder sig av personalisering i sina flöden. Trots att de svenska partiledarna påvisade olika omfattningar av den personliga marknadsföringen gick det att se mönster i deras flöden som tyder på liknande strategier i sitt sätt att producera och publicera innehåll på, trots deras olika placeringar på den politiska skalan. Därmed ämnar studien bidra till bredare existerande forskningsdiskussion om medialiserad politik och de sociala mediernas betydelse för den politiska kommunikationen. / Political communication has historically always been closely connected with traditional media and in a continuously changing media landscape, political parties and actors have found themselves increasingly in need of adapting their strategies to convey their message. Through the major developments caused by digitalization, visual communication has become more significant than where politicians can communicate directly to their followers through social platforms. Thus, the visual social platform Instagram has created new opportunities in how politicians communicate, and new conditions have been created for political communication. In line with the fact that social platforms are becoming increasingly important for political communication, the construction of the political personal brand is also becoming more important. Given the background, the aim of this study is to examine how Swedish political party leaders market themselves and establish themselves as a brand on the social media platform Instagram. Through a qualitative social semiotic analysis based on a theoretical framework consisting of political communication, political personalization, and social semiotics the results of this study show that all the chosen party leaders use personalization in their Instagram-feed. Even though the results showed that the party leaders demonstrated different extents of personal marketing, it was possible to see patterns in their Instagram-feeds that indicate the use of similar strategies in their way of producing and publishing content, despite their individual political views. Thus, the study aims to contribute with further developments in the research-field of mediatized politics and the significance of social media platforms in political communication.
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Personal branding and career success : an empirical investigationCoetzer, Esme 30 October 2019 (has links)
Knowledge about personal branding, the development and sustaining of a personal
brand and the link between personal branding and career success did not exist in a
scientifically structured manner. The purpose of this study was to understand what the
elements of personal branding are and what it takes to develop a personal brand in
the corporate environment. It was also important to identify whether personal branding
is key to career success. The systematic literature review procedure was used to
identify, analyse and critically evaluate both empirical studies and popular literature
relating to personal branding. The current body of knowledge was ill defined and a six
step model detailing how to develop and maintain a personal brand was developed as
a result of a content analysis of the available popular literature. A measure of a
complete personal brand within the workplace was subsequently developed. In this
study, the hypotheses of a possible relationship between personal branding and
career success (performance appraisal score, 360 leadership evaluation and talent
board placement) were tested. It was found that talent board placement was
statistically significant and practically related to personal branding. The study was the
first to provide a measurement tool as well as empirical evidence on the relationship
between personal branding and career success and, as such contributed significantly
to the body of knowledge. This study also opened avenues for further research. / Daar was min kennis oor ’n persoonlike handelsmerk, die ontwikkeling en handhawing
van ’n persoonlike handelsmerk, en die verband tussen ’n persoonlike handelsmerk
en loopbaansukses in die wetenskaplike domein beskikbaar. Die doel van hierdie
studie was om die elemente van ’n persoonlike handelsmerk te begryp, asook om te
bepaal wat dit behels om ’n persoonlike handelsmerk in die korporatiewe omgewing
te ontwikkel. Dit was ook belangrik om te bepaal of ’n persoonlike handelsmerk
deurslaggewend is tot loopbaansukses. ‘n Sistematiese literatuuroorsig is gedoen om
empiriese studies asook gewilde literatuur oor ’n persoonlike handelsmerk te
identifiseer, te ontleed en krities te evalueer. Gegewe beperkte akademiese
kennismateriaal, en na aanleiding van die inhoudsontleding van die beskikbare
gewilde literatuur, is ’n sesstapmodel ontwikkel om aan te dui hoe ’n persoonlike
handelsmerk ontwikkel en gehandhaaf kan word. Na aanleiding hiervan is ’n
instrument ontwikkel om ’n person se handelsmerk omvattend in die werkplek te meet.
Dit is gevolg deur hipoteses van ’n moontlike verband tussen ’n persoonlike
handelsmerk en loopbaansukses (prestasiebeoordelingtelling, 360-leierskapevaluasie
en talentplasing) te toets. Die studie het bevind dat ’n persoonlike handelsmerk
statisties beduidend en prakties relevant is tot talentplasing. Hierdie navorsing lewer
’n omvattende meetinstrument vir die meting van ’n persoonlike handelsmerk, asook
empiriese bewyse rakende die verhouding tussen ’n persoonlike handelsmerk en
loopbaansukses. Die studie maak in dié opsig ‘n beduidende bydrae tot die gebrekkige
akademiese kennismateriaal wat oor hierdie onderwerp beskikbaar is. / Ulwazi nge-branding yomuntu siqu, ukuthuthukiswa kanye nokuqhubekela phambili
kwe-brand yomuntu siqu kanye nokuxhumana phakathi kwe-brand yomuntu siqu
kanye nokuphumelela emsebenzini bekuyizinto ebezingahlelekile ngendlela
yesisayense. Inhloso yalolu cwaningo bekuwukuqondisisa ukuthi ngabe iyini
imikhakha ye-branding yomuntu siqu kanye nokuthi yini okudingekayo ukwenza ibrand
yomuntu siqu emkhakheni wezamabhizinisi. Bekubalulekile nokubheka ukuthi
ngabe i-branding yomuntu siqu isemqoka kangakanani ekuphumeleleni emisebenzini.
Inqubo yokubuyekeza imibhalo ngendlela ehlelekile iye yasetshenziswa ukuphawula,
ukuhlaziya kanye nokuhlola izifundo ezinobufakazi ezenziwe kanye nemibhalo
edumile maqondana ne-branding yomuntu siqu. Imikhakha yolwazi ekhona
ibingachazekile kahle, kanti kuye kwalandelwa imodeli yezinyathalo eziyisithupha
echaza imininingwane ngokwenza kanye nokugcina i-brand yomuntu siqu, iye
yenziwa ngakho-ke kwase kuhlaziywa ingqikithi yemibhalo edumile ekhona.
Kwenziwe i-brand yomuntu siqu ephelele emkhakheni wezemisebenzi. Kulolu
cwaningo, kuhlolwe i-hypotheses yobudlelwane phakathi kwe-branding yomuntu siqu
kanye nokuphumelela emsebenzini (amaphuzu ohlolo lokusebenza ngendlela
efanele, uhlolo lobuholi obungu 360, kanye nokubekwa kwebhodi yamathalente
endaweni efanele) kuye kwahlolwa. Kutholakale ukuthi ukubekwa kwebhodi
yamathalente endaweni efanele yinto esemqoka ngokwamastatistiki kanti futhi
kuhambisana ne-branding yomuntu siqu. Ucwaningo belungolokuqala ukuhlinzeka
ngethuluzi lokukala kanye nocwaningo obunobufakazi obubambekayo ngobudlelwane
phakathi kwe-branding yomuntu siqu kanye nokuphumelela emsebenzini, kanti-ke,
lokhu yikho okuye kwaba nomthelela obabalukile kulwazi. Lolu cwaningo luvule
imikhakha lapho okungenziwa khona ezinye izinhlobo nemikhakha yocwaningo. / Business Management / DBL
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