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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 2, January-June 2004


Salomé Berrocal Universidad San Pablo- CEU
Title An Approach to the new Political Leader's Rethoric in TV: Actions, Qualities and Discourse Summary This article analyses the current figure of the political leader and hence tries to come up with answers to such questions as: on which type of person nowadays do we pin the term of political leader? What is political leadership? Leaders need the recognition of a majority group or party. In today’s societies leadership depends on communication and visibility. Candidates with the highest media profile are the most likely to become famous. Reception and interpretation of the image by the public at large becomes a key mechanism in political communication. Political marketing establishes the actions, the discourse and qualities needed by candidates to transform them into the perfect leader as established in each particular context by public opinion. Keywords Political leadership, political leader, political personalisation, political marketing, political communication.


doi: https://doi.org/10.31921/doxacom.n2a4


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