Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/946
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dc.contributor.advisorVeeran, Naresh Denny-
dc.contributor.authorPillay, Nadas Ramachandraen_US
dc.date.accessioned2013-12-05T06:05:02Z-
dc.date.available2013-12-05T06:05:02Z-
dc.date.issued2013-12-05-
dc.identifier.other457767-
dc.identifier.urihttp://hdl.handle.net/10321/946-
dc.descriptionA dissertation submitted in fulfilment of the requirements for the Degree of Master’s of Technology: Fine Arts, Durban University of Technology, Durban, South Africa, 2013.en_US
dc.description.abstractThis study seeks to examine the exponential growth of social media technology as a key component in recent American political campaigning, as well as its use and impact on the larger disciplines of marketing and branding. Adopting the approach of a case study with the focus firmly on the current American president, Barack Obama, the study identifies the key media and technologies used in the build-up to the 2008 American presidential elections in order to unpack and understand how such media channels, technological platforms and patterns were successfully utilised. References are also made to the concepts of ‘branding’ and ‘super branding’ in the discussion, and to the myriad ways in which social media has helped create and roll-out what has since become commonly known as ‘brand Obama’. To provide a framework for the discussion and in order to further understand the rapid growth and proliferation of social media on the political campaigning landscape, a comparison is made with the 2004 American presidential election campaign. This, it is posited, will assist us understand the drivers of new media technologies especially as they are used to create and impact positively on the growth of political super brands.en_US
dc.format.extent134 pen_US
dc.language.isoenen_US
dc.subject.lcshSocial media--Political aspects--United Statesen_US
dc.subject.lcshInternet in political campaigns--United Statesen_US
dc.subject.lcshPolitical campaigns--United Statesen_US
dc.subject.lcshMass media--Political aspects--United Statesen_US
dc.titlePolitical super branding through the use of social media technology : the Barack Obama presidential campaign in 2008en_US
dc.typeThesisen_US
dc.dut-rims.pubnumDUT-003038en_US
dc.description.levelMen_US
dc.identifier.doihttps://doi.org/10.51415/10321/946-
item.openairetypeThesis-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
item.grantfulltextopen-
item.languageiso639-1en-
item.fulltextWith Fulltext-
Appears in Collections:Theses and dissertations (Arts and Design)
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