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 ABC's of Marketing

The ABC's of marketing

Repetition does not transform a lie into a truth.

—Franklin D. Roosevelt, radio address, October 26, 1939

When most people think of marketing, they think of advertising and promotion—McDonald's, Nike, and IBM. For years, politicians have relied on basic marketing skills—campaign buttons, posters, political rallies, and campaign speeches—to familiarize voters with a name, a party, and a platform. Abraham Lincoln used campaign buttons, posters, newspaper advertisements, and stump speeches—state of the art in marketing campaigns for politics at that time. Going back to Franklin D. Roosevelt, all modern-day presidents have relied on marketing to a greater or lesser degree to communicate their messages to the American people.

The same principles that operate in the commercial marketplace hold true in the political ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles