Demokracija v eri personalizacije: pomen (iz)gradnje podobe in ugleda političnih akterjev ; Democracy in the era of personalization: the importance of building the image and reputation of political actors
V magistrskem delu se osredotočamo na raziskovanje vloge in pomena podobe ter ugleda političnih akterjev v kontekstu sodobne demokracije. Podobo in ugled vidimo kot dve izmed ključnih determinant, na osnovi katerih se nekonsistentni in neodvisni volivci ter državljani nasploh odločajo, komu nameniti svoj glas na volitvah in zvestobo v daljšem časovnem obdobju. Dejstvo je, da se sodobni volivci distancirajo od političnih strank in sledijo bolj kratkoročnim vzgibom presoje kot na primer podobi, osebnosti in uspešnosti političnega akterja. Sodobna demokracija je tako v 21. stoletju doživela razpotje, hkrati smo priča politični pasivnosti državljanov. Politični akterji se zato vedno bolj obračajo k orodjem političnega marketinga za mobilizacijo državljanov z namenom, da si izborijo zmago na volitvah in se v politični areni obdržijo daljše časovno obdobje. Politični marketing uporabljajo za identifikacijo volivčevih potreb in želja, na osnovi katerih nato (iz)gradijo podobo in ugled političnega akterja. Cilj magistrskega dela je ugotoviti, kakšno vlogo in pomen ima izgradnja podobe in ugleda političnih akterjev v različnih pristopih političnega marketinga ter v sodobni demokraciji, spoznati trende sodobne demokracije, ki se osredotočajo na personalizacijo politike, znotraj katere bomo analizirali pomen podobe in ugleda, teorije in modele (iz)gradnje podobe in ugleda ter ponudili sistematičen model (iz)gradnje podobe in ugleda, ki ga je mogoče aplicirati v praksi. Na tem področju namreč zaznavamo manko raziskovanj, saj večina avtorjev priznava pomembnost podobe političnega akterja pri volivčevi izbiri, hkrati pa zanemarja konceptualno razumevanje, kako se podoba sploh (iz)gradi ter katere tehnike in strategije se uporabljajo v tem postopku. ; In the master's thesis, we focus on exploring the role and importance of the image and reputation of political actors in the context of modern democracy. We see the image and reputation as two of the key determinants, based on which inconsistent and independent voters and citizen generally decide to whom to give their vote at the elections and loyalty in a longer period of time. It is a fact that modern voters distance themselves from political parties and follow more short-term decision-making motives, like image, personality and success of the political actor. In the 21st century, modern democracy is thus at a crossroads because we are witnessing political passiveness. Political actors thus increasingly turn to political marketing tools for the mobilization of citizen in order to win the elections and remain in the political arena for a longer period of time. They use political marketing to identify the needs and desires of voters, based on which they then build the image and reputation of the political actor. The goal of the master's thesis is to find out the role and importance of building the image and reputation of political actors (in different approaches of political marketing) in modern democracy, identify the trends of modern democracy with focus on policy personalization, within which we will analyse the importance of image and reputation, theories and models for image and reputation building and offer a systematic model for image and reputation building, which can be applied in practice. In this field, we namely perceive a lack of researches, since the majority of authors recognize the importance of the image of the political actor in the voter's decision-making process, but neglect the conceptual understanding how the image is even built and which techniques and strategies are being used in this procedure.
