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Books > Computing & IT > Social & legal aspects of computing > Impact of computing & IT on society
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The Citizen Marketer (Hardcover)
Loot Price: R3,546
Discovery Miles 35 460
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The Citizen Marketer (Hardcover)
Series: Oxford Studies in Digital Politics
Expected to ship within 12 - 17 working days
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From hashtag activism to the flood of political memes on social
media, the landscape of political communication is being
transformed by the grassroots circulation of opinion on digital
platforms and beyond. By exploring how everyday people assist in
the promotion of political media messages to persuade their peers
and shape the public mind, Joel Penney offers a new framework for
understanding the phenomenon of viral political communication: the
citizen marketer. Like the citizen consumer, the citizen marketer
is guided by the logics of marketing practice, but, rather than
being passive, actively circulates persuasive media to advance
political interests. Such practices include using protest symbols
in social media profile pictures, strategically tweeting links to
news articles to raise awareness about select issues, sharing
politically-charged internet memes and viral videos, and displaying
mass-produced T-shirts, buttons, and bumper stickers that promote a
favored electoral candidate or cause. Citizens view their
participation in such activities not only in terms of how it may
shape or influence outcomes, but as a statement of their own
identity. As the book argues, these practices signal an important
shift in how political participation is conceptualized and
performed in advanced capitalist democratic societies, as they
casually inject political ideas into the everyday spaces and places
of popular culture. While marketing is considered a dirty word in
certain critical circles - particularly among segments of the left
that have identified neoliberal market logics and consumer
capitalist structures as a major focus of political struggle - some
of these very critics have determined that the most effective way
to push back against the forces of neoliberal capitalism is to
co-opt its own marketing and advertising techniques to spread
counter-hegemonic ideas to the public. Accordingly, this book
argues that the citizen marketer approach to political action is
much broader than any one ideological constituency or bloc. Rather,
it is a means of promoting a wide range of political ideas,
including those that are broadly critical of elite uses of
marketing in consumer capitalist societies. The book includes an
extensive historical treatment of citizen-level political promotion
in modern democratic societies, connecting contemporary digital
practices to both the 19th century tradition of mass political
spectacle as well as more informal, culturally-situated forms of
political expression that emerge from postwar countercultures. By
investigating the logics and motivations behind the citizen
marketer approach, as well as how it has developed in response to
key social, cultural, and technological changes, Penney charts the
evolution of activism in an age of mediatized politics, promotional
culture, and viral circulation.
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