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Consumer democracy: the marketing of politics

Scammell, Margaret (2014) Consumer democracy: the marketing of politics. Communication, society and politics. Cambridge University Press, Cambridge, UK. ISBN 9780521545242

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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.

Item Type: Book
Official URL:
Additional Information: © 2014 Cambridge University Press
Divisions: Media and Communications
Subjects: H Social Sciences > HE Transportation and Communications
J Political Science > JA Political science (General)
J Political Science > JN Political institutions (Europe) > JN101 Great Britain
Date Deposited: 04 Mar 2014 14:34
Last Modified: 16 May 2024 13:00

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