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

by Bruce I Newman

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:	07/02/1999
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

Editorial Reviews

"Bruce Neuman has written an incisive account of the role that marketing plays in contemporary politics. He argues persuasively that mass marketing techniques are profoundly changing and corroding American politics. His book provides an insightful analysis of the ways in which marketers have transformed the presidential election."

Richard M. Perloff

Newman, who has written extensively on the subject before, characterizes the US presidency as a permanent campaign relying on mass marketing techniques that are dangerous to democracy. He outlines the principles of marketing, then shows how corporations pushing their products and politicians pushing themselves use the same approaches and mechanisms. His answers are in the back. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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