The phenomenon of political marketing

著者

書誌事項

The phenomenon of political marketing

Nicholas J. O'Shaughnessy

Macmillan, 1990

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注記

Includes bibliographies and index

内容説明・目次

内容説明

This book provides a survey of the phenomenon of marketing which has become the dogma of America's politicians and their campaign managers. It poses some fundamental questions about how the import of commercial techniques to politics has revolutionized the nature of American democracy. In this new order, political office becomes a cycle of permanent re-election campaigns as real power is siphoned off to the staffers and bureaucratic incubi of Washington. Political skill has been re-defined so that mediability becomes the central asset and the smart phrase is preferred to the smart idea. Elections, the author contends do not merely use marketing methods - the content itself has become a marketplace shaped by a market dynamic, its agendas set by commercial consultants and sold as products. Marketing sponsors a fickle, atomised political agenda in which majority interests are crowded out. But the author is not a pessimist. Under the marketing dynamic, politics is opened to new talent and the interests of previously ignored social groupings are placed on the political agenda. In the author's view there is a non factional, but also more sensitized political system emerging, as old power elites shuffle off the stage.

目次

  • Introduction: the electronic soapbox
  • big lies, little lies - the story of propaganda
  • only in America
  • television
  • the peevish penmen - direct mail and US elections
  • the monopoly of Midas Congress and political action committees
  • high priesthood, low priestcraft - the role of political consultants
  • Washington's space cadets - the centrality of polling, computer and other technologies in US politics today
  • merchandising the monarch - Reagan and the presidential elections
  • a licence to export - the spread of political marketing methods to Britain
  • the selling of the President, 1988
  • an ethical conundrum.

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