Consumer Democracy The Marketing of Politics [Hardcover]

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.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.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.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.Preface: the US presidential election of 2012; Introduction; 1. Political marketing: why it matters; 2. Political marketers: who are they and what do they think they are doing?; 3. Political brands: the latest stage of political marketing alc*