This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties - Donald Trump and Bernie Sanders in particular - have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear 'presidential', be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.

This book focuses on the U.S. presidential election spectacle, from the primaries through to the November 2020 election and the subsequent events leading up to the inauguration of Joe Biden as the 46th president. A follow-up to Political Marketing in the 2016 U.S. Presidential Election,it uniquely focuses on the political marketing and branding strategies of presidential candidates, with particular attention to how those strategies have changed since the 2016 election. The 2020 election was as much about a continuous strategy of targeting and maintaining voter enthusiasm as it was about swaying undecided voters in the electorate, distinguishing it from the horserace and implications of vote targeting in 2016. Donald Trump had a base of support that was unwavering. Likewise, Joe Biden and the Democrats counted on the same proportion of the electorate to vote against Trump. The election was also a harbinger of major new branding and marketing strategies, including innovative uses of social media and direct appeals to voters. This book presents diverse scholarly perspectives and research, with practitioner-relevant content on practices and discourses that will advance our current understandings of political marketing theories.

The strange and wonderful place of Twin Peaks captivated audiences for more than two decades before its long-awaited return to television in 2017. David Lynch and Mark Frost created a land that embodies the politics of American culture. With its focus on small-town America and life outside urban centers, rural and suburban values play a big part in the overall Twin Peaks narrative. More than just a soapy murder investigation or a mysterious puzzle to be solved, Twin Peaks and Twin Peaks: The Return are metaphors for the political years in which they are set. The Politics of Twin Peaks investigates the show's engagement with American politics and identity. With a close relationship between the two, Twin Peaks is the rare cultural landmark in both film and television whose timelessness is defined by the fact that it can constantly be reinterpreted. Within that sometimes dreamlike Lynchian narrative, Twin Peaks hints at, sometimes explicitly and sometimes subtly, the political fault lines in the United States. In this edited collection, the politics inherent in Twin Peaks is approached from numerous points of view.

The strange and wonderful place of Twin Peaks captivated audiences for more than two decades before its long-awaited return to television in 2017. David Lynch and Mark Frost created a land that embodies the politics of American culture. With its focus on small-town America and life outside urban centers, rural and suburban values play a big part in the overall Twin Peaks narrative. More than just a soapy murder investigation or a mysterious puzzle to be solved, Twin Peaks and Twin Peaks: The Return are metaphors for the political years in which they are set. The Politics of Twin Peaks investigates the show's engagement with American politics and identity. With a close relationship between the two, Twin Peaks is the rare cultural landmark in both film and television whose timelessness is defined by the fact that it can constantly be reinterpreted. Within that sometimes dreamlike Lynchian narrative, Twin Peaks hints at, sometimes explicitly and sometimes subtly, the political fault lines in the United States. In this edited collection, the politics inherent in Twin Peaks is approached from numerous points of view.

This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties - Donald Trump and Bernie Sanders in particular - have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear 'presidential', be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.