Interactivity and Branding: Public Political Communication as a Marketing Tool

Abstract

Online platforms are increasingly used as a means to present brand characteristics to key target groups. Within a political context, websites can act as a shop front from which parties or candidates can advertise their policies and personnel. The increasing use of more interactive forms of communication informs visitors about the overall brand character of the host. This article explores the impact on branding of interactivity by analyzing the online activities undertaken by UK parties and their members elected to the House of Commons during the period 2007 to 2010. Through a process of creating narratives for each of the brands analyzed, based upon a content analysis of the websites and other online presences, this article identifies what characteristics the online shop front is designed to project. This article finds overall that interactivity within online environments is becoming one aspect of the branding of parties, though this is in limited forms and linked more to a marketing communication strategy than seeking to involve or understand site visitors. Members of Parliament who use social networking sites or weblogs, in contrast, have a developed i-branding strategy that enables them to present a strongly interactive brand personality to visitors to their online presences, offering impressions of them as accessible and effective representatives.

KEYWORDS:

• comparative politics
• content analysis
• internet
• political marketing communication
• strategic positioning

Additional information

Notes on contributors

Darren G. Lilleker

Darren G. Lilleker is Associate Professor in the Faculty of Media and Communication at Bournemouth University. His research focuses on strategic political communication and the impacts on democracy; he has recently published Political Campaigning, Elections and the Internet (Routledge, 2011) and Political Communication and Cognition (Palgrave Macmillan, 2014). Dr. Lilleker is chair of the Political Marketing Group and IPSA Political Communication Research Committee.