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The Mass Marketing of Politics
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The Mass Marketing of Politics
Democracy in an Age of Manufactured Images

  • Bruce I. Newman - The Center for Community Research, DePaul University, DePaul University, USA


August 1999 | 184 pages | SAGE Publications, Inc
`Bruce I Newman tells us briskly, firmly what our instincts also tell us: we are mass marketing images rather than providing real leadership' - Paul Simon, Former US Senator, Public Policy Institute, Southern Illinois University

The Mass Marketing of Politics demonstrates how The United States' contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and thirty second sound bites over meaningful dialogue.

This book details how tactics are being used to determine public opinion, win votes and shape public policy in the White House and Congress. The book points out the pitfalls of relying too heavily on marketing as a campaign and governance tool, and offers alternatives.

The Mass Marketing of Politics is provocative and essential reading for anyone interested in North American politics, marketing, political communication, and media studies.

 
Introduction
 
The Impact of Marketing on Democracy
 
From Party Politics to Mass Marketing
 
The ABCs of Marketing
 
The Information Highway
 
Strategy
 
The Art of Crafting an Image
 
The Permanent Campaign
 
The Solution

"Bruce Neuman has written an incisive account of the role that marketing plays in contemporary politics. He argues persuasively that mass marketing techniques are profoundly changing and corroding American politics. His book provides an insightful analysis of the ways in which marketers have transformed the presidential election."

Richard M. Perloff
Author of Political Communication: Politics, Press and Public in America

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