Political marketing and British political parties : the party's just begun
著者
書誌事項
Political marketing and British political parties : the party's just begun
（Political analyses）
Manchester University Press, 2001
- : hbk
- : pbk
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注記
Bibliography: p. 233-248
Includes index
内容説明・目次
- 巻冊次
-
: hbk ISBN 9780719060168
内容説明
This work demonstrates how British political parties now have to use sophisticated political marketing techniques in order to gain electoral success. By conducting focus groups and opinion polls, parties attempt to find out what it is that voters want from them - they then change their behaviour and political stance in order to reflect their findings. The summer of 2000 provided classic examples of this type of behaviour in action, with William Hague and Tony Blair sending out conflicting and confusing soundbites in an attempt to capture the popular imagination on issues such as pensions, asylum seekers and the pound. Parties now attempt to offer a complete product - including their leader, membership rights and policy - that will appeal to a majority of voters, rather than being influenced by a political ideology and firm belief system. In 1983 Labour were the classic example of a party that was led by ideology and tried to persuade voters that their way was the right way, whereas new Labour in 1997 is the classic market-oriented party.
Political parties today focus on the needs and wants of voters in much the same way that businesses seek to serve their consumers in order to make profits. The title goes on to discuss what this means for democracy - are parties more responsive, voters more critical and is there a greater focus on policy and delivery - is British democracy thriving, or is the fact that there is no longer any ideological standpoint behind the messages of the major parties an affront to the democratic process?
目次
- 1. Political marketing and political parties - what is it all about
- 2. Thatcher - the marketing pioneer
- 3. Labour's resistance to political marketing
- 4. A triumph of presentation over the product - Labour 1983-1987
- 5. The limited effect of limited marketing - why Labour did not win in 1992
- 6. The fall of the Conservatives and the neglect of political marketing
- 7. Blair and the new Labour design - 1992-1999
- 8. Conclusion - The party's just begun
- 巻冊次
-
: pbk ISBN 9780719060175
内容説明
This book explores the Spanish elite's fixation on social and racial 'passing' and 'passers', as represented in a wide range of texts. It examines literary and non-literary works produced in the sixteenth and seventeenth centuries that express the dominant Spaniards' anxiety that socially mobile lowborns, Conversos (converted Jews), and Moriscos (converted Muslims) could impersonate and pass for 'pure' Christians like themselves. Ultimately, this book argues that while conspicuous sociocultural and ethnic difference was certainly perturbing and unsettling, in some ways it was not as threatening to the dominant Spanish identity as the potential discovery of the arbitrariness that separated them from the undesirables of society - and therefore the recognition of fundamental sameness.
This fascinating and accessible work will appeal to students of Hispanic studies, European history, cultural studies, Spanish literature and Spanish history. -- .
目次
- 1. Political marketing and political parties - what is it all about
- 2. Thatcher - the marketing pioneer
- 3. Labour's resistance to political marketing
- 4. A triumph of presentation over the product - Labour 1983-1987
- 5. The limited effect of limited marketing - why Labour did not win in 1992
- 6. The fall of the Conservatives and the neglect of political marketing
- 7. Blair and the new Labour design - 1992-1999
- 8. Conclusion - The party's just begun
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