The Mass Marketing of Politics: Democracy in an Age of Manufactured Images / Edition 1

The Mass Marketing of Politics: Democracy in an Age of Manufactured Images / Edition 1

by Bruce I Newman
     
 

ISBN-10: 0761909591

ISBN-13: 9780761909590

Pub. Date: 07/28/1999

Publisher: SAGE Publications

The Mass Marketing of Politics demonstrates how The United States' contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and thirty second sound bites over meaningful dialogue.

This book details how tactics are being used to determine public opinion, win votes and shape public policy

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Overview

The Mass Marketing of Politics demonstrates how The United States' contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and thirty second sound bites over meaningful dialogue.

This book details how tactics are being used to determine public opinion, win votes and shape public policy in the White House and Congress. The book points out the pitfalls of relying too heavily on marketing as a campaign and governance tool, and offers alternatives.

The Mass Marketing of Politics is provocative and essential reading for anyone interested in North American politics, marketing, political communication, and media studies.

Product Details

ISBN-13:
9780761909590
Publisher:
SAGE Publications
Publication date:
07/28/1999
Series:
American Series
Edition description:
New Edition
Pages:
184
Product dimensions:
6.00(w) x 9.00(h) x 0.30(d)

Table of Contents

Introduction
The Impact of Marketing on Democracy
From Party Politics to Mass Marketing
The ABCs of Marketing
The Information Highway
Strategy
The Art of Crafting an Image
The Permanent Campaign
The Solution

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