Political Cognitive Reprogramming as a Political Marketing Communication Strategy for Transforming Social Perception

Baltezarević, Radoslav (2026) Political Cognitive Reprogramming as a Political Marketing Communication Strategy for Transforming Social Perception. In: Acaris International Mimar Sinan Scientific Researches and Innovation Congress, 21-22 February, Istanbul.

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Abstract

Contemporary political communication increasingly functions through the formation of interpretative frameworks, and not only through the transmission of information. This paper discusses political cognitive reprogramming as a political-marketing communication strategy aimed at transforming social perception. It assumes that strategic narratives, enemy construction and digitally mediated communication act as tools to stabilize new patterns of meaning through which audiences interpret political reality. In the modern media environment, political marketing does not only serve to promote political actors, but actively reorganizes perception by shaping the way in which social actors and events are understood. Target groups are constantly exposed to specific narratives through digital communication, which gradually shape their political views, group identity, and assessments of legitimacy. By dividing, framing, and repeating narratives, political actors can change patterns of interpretation and normalize new distinctions between “us” and “them.” This article situates this process within the broader context of an evolving media environment whose ability to influence perception is enhanced by the decline of traditional intermediaries and the emergence of direct communication channels. At the level of sensemaking, political cognitive reprogramming is ultimately seen as a strategic mechanism that influences not only attitudes but also the cognitive structures used to perceive social and political reality.

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