بررسی شاخص‌های برندسازی شخصی و سیاسی ترامپ و بازنمایی رسانه‌ای آن با تأکید بر رقابت‌های انتخاباتی 2016 ایالات متحده نوشتة جواد دلیری

Political advertising, political image management and brands form a new pattern for political communication development.
Here, the concept of branding and personal brad is a new method and an indicator of change in political communication pattern. We are now living in an era that all dimensions of human life are defined under the domination of the media and the media have different impacts on cultural, political, social and even religious levels of human life. In the world today, people’s personal influence more than ever plays an important role. Today, the main nature of brands is to create distinction. Researchers argue that personal brand is something beyond the effecting power in communication and definitely political communication and its effect is of great significance in presenting a person’s image. In this context and in light of the media domination, the US President Donald John Trump in 2016 tried to transform many traditional mechanisms of collective political action in the United States by using his personal presentation methods. Trump, the 45^th President of the United States, as a successful economic entrepreneur impressed by the political marketing atmosphere managed to present himself in the US election campaigns as a personal brand so that he won the elections. In fact, by using political marketing tactics and principles, Trump correctly identified the American society’s needs and by disturbing the political equations, even those of the Republicans, won the elections by his unique personal branding. This research intends to analyze Trump’s personal representation and strategies in magnifying his personality and its media representation. Especially in TV debates against his rival Hillary Clinton, Trump provoked wrathful feelings among the American masses and in this way enlivened the collective feeling of making America great and thus attracted a great number of voters. With respect to the importance and the role of political branding and its effectiveness, this study uses descriptive-analytical method as well as desk research and internet documents and review of the relevant literature in the field of personal and political brand to analyze the representation method of Donald Trump’s personal brand and its dimensions while emphasizing on the 2016 election campaign and its media representation.