Edi Rama’s image strategies 2013-2023, by MSc. Orgesa DOKA, Dr. Klementin MILE

By, MSc. Orgesa DOKA, Dr. Klementin MILE

Abstract
This scientific paper focuses on the study of political communication strategies aimed at creating a clear and effective leader image. The descriptive analysis in this study centers on the political image of the leader and the forms of communication that shape this image, which also serves as a brand for the political party. It examines how this image is curated and maintained, even up to the point of communication or political crises. The communication content, its stages, forms, and functions are analyzed, with particular attention to the image curation of the leader and the methods of communication for ensuring proper state functions. The study focuses on an important figure, Albania’s Prime Minister Edi Rama, and specifically on the communication methods he uses as a leader in state and political institutions, as well as professional communication processes. All this is analyzed based on theories from Communication Science.

Keywords: Political communication, communication strategies, leadership theories, crisis, image marketing, mass media