Neverbálna komunikácia v politickej reklame - Filozofická fakulta UK ...

(cf. Kasl Kollmannová 2010), created by foreign professionals
in the field of professional (PSB) marketing and Czech experts
in PR and media relations (Jaromír Soukup’s Médea company.
Source: Šíma, Milan. Jaromír Soukup: I enjoy cooperating with
Mrs Paroubková. Instinkt. Sept. 24, 2009. online. Accessible
at: http://instinkt.tyden.cz/rubriky/bez-obalu/jaromir-soukup-s-
-paroubkovou-pracuji-rad_24592.html). Its part was e.g. a press
conference (or a meeting with the press) on the occasion of Mr
and Mrs Paroubek’s wedding, birth and baptism of their child, or
their family celebrations. Petra Paroubková’s media presentation
and the change of Jiří Paroubek’s image became frequent topics
of media representation – thus, the media gave space to political
PR in the field of private life but, at same time, they turned into
vehicles of public reflection of these activities and considerations
of their meaning from the public standpoint.
Thus, the media image of privacy in political communication
in the Czech Republic, particularly in the period from 2006–2010,
became a meeting point of the media interest in lifestyle and the
intimate picture politicians and political interest with the aim of
influencing public opinion through the political image-making
and the provision of entertaining media contents that will contribute
to the popularity and familiarity of a politician-personality.
In this way, the penetration of politicians’ love relationships into
media contents can be identified mainly as processes of:
Celebritization of politics: an extension of the representation
of political players to their partners, presentation of non-political
activities of a politician and his partner (simulation of the “fist
lady” role, charity as a form of corporate social responsibility).
Romantization of political media contents: a love plot is
frequently used as an attractive narrative pattern in news coverage.
PR-ism: adoption of the symbolic structure of love narrativity
as an expression of ideology in conformity with guided communication
from the politician’s side.
404
Although media coverage and opinion articles dealing with
the topic of politicians’ privacy, lifestyle and love relationships
have become an inseparable and frequent part of media contents,
from the above critical discourse analysis it is impossible to deduce
an unequivocal impact of professional presentation in the
area of politicians’ private life on voters’ decision making. The
romantization of politics tends to become media contents which
both political players and media professionals believe it will attract
the attention of members of the public, encouraging them
to buy a medium – or a politician. Thus, politicians’ private life
serves primarily as an attractive marketing tool directed at the
sale of a product.
Literature:
BOORSTIN, Daniel J. (1992). The Image: A guide to Pseudo-events in America. Vintage
Books
BRADoVá, Eva (2005). Od lokálních mítinků k politickému marketingu. Brno: Mezinárodní
politologický ústav
CORNER, John (2003). Media and the Restyling of Politics: consumerism, celebrity and
cynicism. London: Sage
döRNER, Andreas – Schicha, Christian (eds.). (2008). Politik im Spot-Format. Zur Se-
mantik, Pragmatik und Ästhetik Politischer Werbung in Deutschland. wiesbaden: Sprin-
ger
FAIRCLOUgH, Norman (1992). Discourse and Social Change. Cambridge: Polity Press
FOUCAULT, Michel (2002). Archeologie vědění. Praha: Herrmann a synové
FOUCAULT, Michel (2003a). Dějiny sexuality II. Užívání slastí. Praha: Herrmann a sy-
nové.
Marketingová komunikácia a médiá 10 Denisa Kasl Kollmannova: Private matter: PR of Privacy of Politicians
405