Analysis on Repositioning of Party Switcher Politicians and Approach of Restoration of Image

Abstract

Objective / Purpose – The study examines how politicians reposition and restore the image themselves after switching to a new political party in the state of Odisha. This paper also aims to take on academicians, senior journalists, and voters behaviour perspectives, and investigate to the know repositioning of politicians themselves as elected representatives i.e., members of Parliament or Member Legislative Assembly.

Design/methodology – After the review of the literature and thirty qualitative interviews of academicians, senior journalists and voters, the study illustrate show a new political party helps politicians to successfully reposition themselves at a given time of their political career.  The paper builds up a conceptual framework and offers repositioning strategies of politicians on respondents’ perceptions.

Findings – The literature review establishes politicians as brands. The study finding reveals that the politician’s brand substantial repositioning was perceived sometimes by the voters and sometimes the voters moved away from the politicians. Furthermore seen, the politician occupying a high-level party position in a party may not bring the constituency in winning the election.

Research Limitation/approach – The research was conducted in the regional context. The switching of the party and repositioning of the politicians could be studied in a national context.

Originality / Value – The study provides a useful framework to understand politicians repositioning through party switching and restoring an image. The framework can be used to understand the repositioning of various types of personalities of other walks of life.