Кафедра філософії та соціально-гуманітарних наук

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https://elar.khmnu.edu.ua/handle/123456789/1650

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Перегляд Кафедра філософії та соціально-гуманітарних наук за Автор "Liutko, N."

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  • Документ
    Political self-advertising
    (Sp. z o.o. «Nauka i studia», 2015-04) Лютко, Наталія Віталіївна; Liutko, N.
    The article deals with multiaspect self-advertising and its functional properties in politics. The theories attempting to explain the phenomenon of self-advertising, in particular, the «mirror theory» of Ch. Cooley, the theory of symbolic interactionism of G. Mead, the theory of social learning of A. Bandura are analyzied. It is determined thattemporal perspective, true content, based on the sincerity of the author, the author's reputation, which has the image character, and social and political values on which the image is based are important self-advertising features.
  • Ескіз
    Документ
    Positioning as a Part of Political Marketing
    (Wydawnictwo Naukowe Uniwersytetu Mikołaja Kopernika, 2015-12) Лютко, Наталія Віталіївна; Liutko, N.
    The political subject is defined as the consumer of goods in the form of political power, political ideas, political leaders and parties. The political marketing is observed as the identification of political relations and processes with different forms of market exchange, and the process of electoral choice as a specific market (the act of purchase and sale). The concept of political positioning appeared as the result of relevant categories of commercial research in political sphere. Political positioning should be considered as the process of political communication aimed at acquiring by political actor his position in the political marketing. It is the most difficult type of political and communication strategic campaigns. This approach allows the candidate (party) to compare its image with electorate views of desired (acceptable) candidate, political party; compare its image with the image of an opponent; explore the pros and cons of alternative positions; choose those the most advantageous position candidate (party).