Building Party Image on the Dramaturgical Stage

Abstract

The public image of political parties has declined because corrupt, hedonistic, and self-serving conduct conflicts with political ethics and public expectations. This article uses a qualitative descriptive approach and Erving Goffman’s dramaturgical perspective to examine how political parties manage their public appearance. The analysis shows that parties use mass media and social media as front-stage instruments to construct political images, influence public opinion, and support campaigns and propaganda. Such image management, however, does not necessarily correspond to backstage political conduct. Restoring public trust therefore requires consistency between communicated images, ethical behavior, and political practice.