Dynasties and brand names in the political sphere of the post-industrial society

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During the formation of contemporary democracy, its ideologists strived to create a management mechanism that did not resemble monarchy at all, so that to emphasize the radical nature of social-political changes in the transition from pre-industrial to industrial society. The dynastic transfer of power in all its manifestations and at all levels of governance was denounced as outdated, ineffective, and violating the very foundations of the people’s will. The article shows that, despite the initial criticism, dynasties are widespread in contemporary politics. The family is a part of politics and systems of public administration in a truly post-industrial form - as a brand, image, and symbol. The transition to the post-industrial society predetermines a change in the attitude to dynasties and their role not only in politics but also in systems of interaction with the population (electorate). Based on the analysis of other research and authors’ data on political dynasties at different levels of government in 17 countries, the article proves the changing attitude to political dynasties even within democratic systems. Political dynasties increasingly often contribute to the creation and expansion of social networks, establishing sustainable political ties, ensuring gender presentation in government, etc. There are numerous manifestations of dynasties in countries with different levels of social-economic development (developed and developing) and different types of government (authoritarian and democratic) due to the application of marketing thinking and technologies in politics. Dynasties allow to effectively use the family potential to create and promote political brands, to ensure sustainable social choices of political candidates and parties, to facilitate political socialization of new generations and relative predictability of politicians’ behavior, who would follow a ‘family line’ in making important decisions.

About the authors

S. A. Barkov

Lomonosov Moscow State University

Author for correspondence.
Email: barkserg@live.ru

доктор социологических наук, заведующий кафедрой экономической социологии и менеджмента

Leninskie Gory, 1-33, Moscow, 119234, Russia

O. V. Dorokhina

Russian Presidential Academy of National Economy and Public Administration

Email: odorokhina@yandex.ru

кандидат cоциологических наук, доцент кафедры управления проектами и программами Института государственной службы и управления

Prosp. Vernadskogo, 82, Moscow, 119571, Russia

A. V. Markeeva

Lomonosov Moscow State University

Email: arsenii.maksimov@mail.ru

кандидат социологических наук, доцент кафедры экономической социологии и менеджмента

Leninskie Gory, 1-33, Moscow, 119234, Russia

A. A. Maximov

Lomonosov Moscow State University

Email: anna_markeeva@mail.ru

кандидат социологических наук, старший преподаватель кафедры экономической социологии и менеджмента

Leninskie Gory, 1-33, Moscow, 119234, Russia


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Copyright (c) 2020 Barkov S.A., Dorokhina O.V., Markeeva A.V., Maximov A.A.

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