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Consumer Democracy - The Marketing of Politics (Hardcover, New)
Loot Price: R1,356
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Consumer Democracy - The Marketing of Politics (Hardcover, New)
Series: Communication, Society and Politics
Expected to ship within 12 - 17 working days
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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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