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Shaping the images of local politicians in social media using patriotic themes; with examples from towns in Subcarpathia and Polish Western Pomerania
Malwina Szarek
https://orcid.org/0000-0003-0355-9275Hubert Pachciarek
https://orcid.org/0000-0003-0582-1740Bartosz Mazurkiewicz
https://orcid.org/0009-0005-3371-3706Abstract
RESEARCH OBJECTIVE: The purpose of the article is to examine the use of patriotic themes in social media by local politicians of selected towns in Subcarpathia (Dębica, Jarosław) and Western Pomerania (Police, Szczecinek) as part of the creation of the personal brand image of town councilors.
THE RESEARCH PROBLEM AND METHODS: The main research problem is to determine the attitude of local politicians toward patriotism as a tool for personal branding on social media. Therefore, a content analysis of posts made on the social networking site Facebook by councilors of selected cities in the period from January 1, 2024 to June 30, 2024 was conducted, and examined the audience’s reaction to the posts in question. This was followed by a comparative analysis of local politicians in Subcarpathia and West Pomerania.
THE PROCESS OF ARGUMENTATION: The specific nature of the work of councilors, means that patriotism should be an important element in shaping the personal brand image of councilors, emphasizing their dedication to the service they perform.
RESEARCH RESULTS: Posts of a patriotic nature accounted for 2% in Police, 3.4% in Szczecinek, 11.7% in Jarosław and 12% in Dębica of all posts published via Facebook during the period under study. Most often, these messages were about local patriotism, and least often about economic patriotism. Audience reactivity to posts of a patriotic nature was low.
CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: There is a lack of consistent and conscious basing of the personal brand image of local politicians in social media on patriotism. By far, local politicians of the researched towns of Subcarpathia (Dębica and Jarosław) placed patriotic posts much more often than those from Polish Western Pomerania (Police and Szczecinek). Councilors adjust the intensity of patriotic posts according to audience expectations.
Keywords
social media ; image shaping ; national patriotism ; local patriotism ; economic patriotism
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