Schorokhova Alina D.
bachelor's degree, national research University Higher school of Economics». To contact the author:

The PR-technologies used in public policy of alternative parties on the example of Scandinavian countries

The article subject is a branding and its negative PR in public policy of alternative parties in Scandinavian countries. The analysis results demonstrate that negative communication technologies for the formation and promotion of alternative parties have slightly different format in countries with a stable political regime and a high level of well-being than in an unstable society. These are technologies that use not fakes and insinuations, but constructive criticism of decisions that are made in the political mainstream, combined with personal positive branding of the leaders of these parties.

Keywords: negative PR, branding, alternative parties, political campaign, advertisement