Villy Søvndal: Et politisk superbrand

Julie Rosenberg Svensson

Student thesis: Master thesis


The political world has changed. It is no longer considered enough for any politician to know how to work the political system or how to act among political opponents. In the political world of today all political parties and all politicians in general must seem interesting to the public. They have to stand out in the order to gain votes. The politicians therefore want popularity and media attention and marketing and communication experts are now a normal part of the political world, hired to teach their clients how to dress and act in the media, the likes and dislikes of their typical voter and how to address the voters in their political campaigns. Politics have, in many ways, become a matter of making headlines and saying what the voters want to hear. One could therefore argue that the essence of any political ideology is pushed aside to make room for media attention. This project is about the Danish political party Socialistisk Folkeparti (SF) and how the use of political marketing has made the party and its leader more popular in the public than ever before. The project is also about what the use of political marketing has meant to the party’s political agenda and how this has been received not only in the public but also among members of the party. The project will be based on the theory of political marketing and the theory of the sociologist Erving Goffman, who considers any interaction between people a play on a stage, where the audience can see the actors play their roles front stage and where there is a backstage where the audience doesn’t have access and where the actors are no longer in character. The project will circulate around 3 different incidents which have affected the political agenda of SF and its current leader. The incidents are those of the public school Holbergskolen, pointsystemet the system used to grade foreigners points in order to decide who is accepted into the Danish society. and the incident where the leader of SF tells the Islamic organization Hizbu ut-Tahrir to get lost, when they announce that they want the laws of sharia to be the foundation of the laws applied in Denmark. These incidents will be analyzed with the use of Goffman’s theory about front stage and back stage and with the theory of how to become a political super brand I will analyze whether or not the leader of SF and two former leaders of the party have what it takes to succeed in the world of politics of today.

EducationsMSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis
Publication date2011
Number of pages120