Candidates as Brands

Disclaimer: this post is in attribution to an article that I wrote in 2014 for the University of Nebraska at Omaha.

The topic Candidates as Brands was a seminar selection which focalized in a study done by Dunn and Collier. They proposed the concept of how branding offers a useful approach to studying candidate perceptions made by a collective of young psychology adults because these adults are still likely to be forming work-like, non-biased, political attitudes.

You may be wondering what got me on such a topic. And I’ll tell you. After some time away from social media posting – I’ve been able to let my mind wander and re-engage in other parts of my free time I didn’t have before. Since then, I’ve recognized that I’m still liberally passionate in brand recognition both in my internet stage and my state. Life experiences I would generally mull over as monotonous have now become better appreciated in my once schedule-ruled life.

While reflecting and listening to Christs teachings in passages 1. I finally got my own mailbox and get to control the thermostat to whatever setting I enjoy, 2. I’m still trying to figure out this social-distancing, dating thing while working from home, 3. I’m making Adult-ministry with other 20 something year-olds look cool, 4. I bought my first houseplant who I named Flora, 5. I became a pet mom to a cute Bengal named Ayden, who enjoys our morning routine snuggles, 6. Not to mention two weddings within a month of each other in my family ;).

So between Brittney Spears finally being free of her conservatorship and Adele being back in the music scene, I’ve been keeping up with all things trending on my smart phone just like you.

– Margareth de Oliveira

As the seminar preceded one student commented, “Because everything is so biased, when you are trying to look at it with an open mind, it’s hard to do so.” Your culture directly shapes how you communicate. We acquire attitudes as we interact with others, and we then reflect cultural teachings in the way we communicate (Wood, 2014). Remembering this statement, I still appreciate how truthful it is.

This past week I was able to watch Jay-Z get indoctrinated into the Rock and Roll Hall of fame. During his ceremony, I got to listen to other great artist/activists who stood by Jay-Z profess his well deserved recognition, his perseverance in staying true to himself by breaking his own stereotype for marketing his talent as a brand, made him the business mogul he is today.


The distinguished theorist George Herbert Mead observed that the self is not innate but is
acquired in the process of communicating with others. Mead identified two types of perspectives,
the first perspective is that of society as a whole and the second perspective is that of particular
individuals who are significant in our lives. All societies have ways of classifying people, but the
particular ways differ across cultures.

Family influence seemed to even outweigh personal beliefs, with one student paradoxically stating, “Even though my family is really conservative and I have different liberal views, I still agree with everything they say. ”Members of an individualism type culture understand themselves as a part that are connected to their families groups and cultures. When students were discussing the second major influence that helped shape their image of the candidates’ brands, they were very vocal concerning the political bias of the media and how that constant bias caused difficulty in becoming factually informed.


Even though we can’t see or point to socioeconomic class, it profoundly shapes how we see
ourselves and the lives we live. It affects the kind of schools, jobs, friends, and lifestyle choices
we see as possibilities for ourselves (Archer, 2005; Lawless, 2012).

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