Consumer democracy : the marketing of politics / Margaret Scammell.

Format:

Book

Author/Creator:

Scammell, Margaret, author.

Series:

Communication, society, and politics

Communication, society and politics

Language:

English

Subjects (All):

Advertising, Political.

Marketing--Political aspects.

Marketing.

Public relations and politics.

Communication in politics.

Campaign management.

Political campaigns.

Physical Description:

xxiv, 213 pages ; 22 cm.

Place of Publication:

New York : Cambridge University Press, 2014.

Summary:

"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"-- Provided by publisher.

Contents:

Machine generated contents note: Preface: the U.S. presidential election of 2012; Introduction; 1. Political marketing: why it matters; 2. Political marketers: who are they and what do they think they are doing?; 3. Political brands: the latest stage of political marketing and the case of Tony Blair; 4. George W. Bush: the ultimate brand?; 5. Campaigning effects: how do they know what works?; 6. Citizen consumers, political marketing and democracy; Conclusion: Hope not fear.

Notes:

Includes bibliographical references and index.

ISBN:

9780521836685

0521836689

9780521545242

0521545242

OCLC:

857863087