Consumer Democracy

The Marketing of Politics

Nonfiction, Social & Cultural Studies, Political Science, International, Foreign Legal Systems, Social Science
Cover of the book Consumer Democracy by Margaret Scammell, Cambridge University Press
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Author: Margaret Scammell ISBN: 9781107702356
Publisher: Cambridge University Press Publication: February 10, 2014
Imprint: Cambridge University Press Language: English
Author: Margaret Scammell
ISBN: 9781107702356
Publisher: Cambridge University Press
Publication: February 10, 2014
Imprint: Cambridge University Press
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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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