Consumer Democracy: The Marketing Of Politics (Communication, Society and Politics)
Cambridge University Press, 2/10/2014
EAN 9780521545242, ISBN10: 0521545242
Paperback, 240 pages, 21.5 x 14 x 1.3 cm
Language: English
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.
Preface
the US 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.