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.

The Impact of Marketing on Democracy

The impact of marketing on democracy

The people's government, made for the people, made by the people, and answerable to the people.

—Daniel Webster, second speech in the Senate on Foote's Resolution, January 26, 1830

The presidency (and government) used to operate in a very predictable manner in this country. Candidates running for president used to build grassroots organizations of thousands of volunteers, who passed out leaflets about the candidates from door to door. Campaign buttons, stickers, and posters were used to advertise the messages of the candidates. Candidates gave stump speeches around the country, some traveling by car and others (e.g., Harry Truman) using a train to transport themselves from city to city.

For a long time, the president was considered to ...

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