Tożsamość partii politycznej w procesie komunikowania politycznego

Political practice shows, that political parties do not need defining their identity for being successful in elections. The construction of political image is less ambitious task, but it is also sufficiently efficient one. People have need of identifying themselves in a group and being a part of it. Advertising is a good way of drawing attention and can be helpful in presenting the politician’s offer. It can induce people to participate in elections. However, if there are no changes after elections, identification with party can last for only short period of time. The ways of rivalry have changed. If leaders of party really think about the future of their organization in a long period of time, they should consider defining identity firstly, and then construct the image in the following elections.