Political Reputation As an Analytical Category in Political Communication. A Comparative Analysis of the Political Reputations of the Civic Platform–Polish People’s Party and the United Right in Poland

CEEOL: https://www.ceeol.com/search/article-detail?id=1197950 The article analyses the political reputations of the two coalitions that ruled Poland from 2007 to 2023. Political communication is most often explored from the perspective of political marketing, less so from the point of view of political public relations, especially in its long-term-goal-oriented strategic dimension. This partially explains why analyses of political reputation are rare; yet reputation is worth considering in the study of political communication, not only that of individual political actors but also of institutions – political parties and governments.