Consumer Democracy: The Marketing of PoliticsCambridge University Press, 10. 2. 2014 - Počet stran: 213 This book argues that marketing is inherent in competitive democracy, explaining how we can make the consumer nature of competitive democracy better and more democratic. Margaret Scammell argues that consumer democracy should not be assumed to be inherently antithetical to "proper" political discourse and debate about the common good. Instead, Scammell argues that we should seek to understand it - to create marketing-literate criticism that can distinguish between democratically good and bad campaigns, and between shallow, cynical packaging and campaigns that at least aspire to be responsive, engender citizen participation, and enable accountability. Further, we can take important lessons from commercial marketing: enjoyment matters; what citizens think and feel matters; and, just as in commercial markets, structure is key - the type of political marketing will be affected by the conditions of competition. |
Obsah
Introduction | 1 |
Who Are They and What | 35 |
The Latest Stage of Political | 66 |
The Ultimate Brand? Campaigning Effects How Do They Know What | 88 |
5 | 112 |
Citizen Consumers Political Marketing and 112 | 138 |
187 | |
209 | |
Další vydání - Zobrazit všechny
Běžně se vyskytující výrazy a sousloví
accounts activism agenda American analysis argued associated Barack Obama behavior Bill Clinton Blair brand differentiators brand image Bush Bush's campaign management Campaigns & Elections candidates Carville chapter citizens claims Clinton commercial marketing competition consumer democracy critical culture debate democratic democratic dimensions Dick Morris effectiveness elite emotional ethical example first-past-the-post focus George W Gould Holtz-Bacha ical ideals impact increasingly issues James Carville Joe Trippi Kaid Karl Rove keting Labour leaders Lees-Marshment market research messages mobilization Norris Obama paign participation parties percent perspective Philip Gould Plasser political advertising political brand political campaigning political communication Political Consultants political marketing political marketing literacy Political Science politicians polls practice practitioners precisely presidential professionals promotion propaganda rational relationship marketing Republican responsiveness Scammell social strategy target theory tion Tony Tony Blair U.S. presidential election United University Press voters voting war on terror