Based upon analysis of existing theoretical literature and current political practice, this book addresses both the use of marketing and its impact upon democracy.Markets are no longer simply the mechanisms which governments regulate, but are now the arena in which all political activity is undertaken. We are seeing unprecedented levels of marketing strategies and thinking informing political behaviour, which is fundamentally reshaping politics. Heather Savigny provides a critical evaluation of the way in which contemporary politics is being recast as a marketing exercise and shows how this both subverts democracy and disconnects the public from the political process.This innovative book provides an in-depth examination and comprehensive critique of the contemporary use of marketing in British politics. "The Problem of Political Marketing" is essential reading for students and practitioners who are concerned with election campaign practices and the state of contemporary democracy.
Dr. Heather Savigny is Lecturer in Politics at the University of East Anglia
1. What is Political Marketing?; 2. Underlying assumptions of political marketing; 3. Contemporary electoral competition; 4. What role for ideology?; 5. Discursive engagement; 6. Voting and participation; 7. Political marketing - a challenge to democracy.