This is a systematic and accessible introduction to the critical concepts, structures, and professional practices of political communication. Author Darren G. Lilleker presents more than 50 core concepts in political communication which cement together various strands of theory. From aestheticisation to virtual politics, he explains, illustrates, and provides selected further readings. He considers both practical and theoretical issues central to political communication and offers a critical assessment of recent developments in political communication.

Segmentation

Segmentation

A segmentation strategy is one where the electorate is divided into groups, often based on either sociodemographics or political affiliation, to enable the targeting of communication.

Origins and Links

The concept of segmentation has its roots in marketing theory. The basis of segmentation as a strategy is that there is no such thing as a ...

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