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 Information Highway

The information highway

The reduction of politics to a spectator sporthas been one of the more malign accomplishments of television. Television newsmen are breathless on how the game is being played, largely silent on what the game is all about.

—John Kenneth Galbraith, A Life in Our Times (1981)

In 1920, Republican presidential candidate Warren G. Harding used a phonograph recording during his successful campaign. In 1944, Franklin D. Roosevelt used the radio with his “fireside chats” to successfully win election. The radio was the medium that Roosevelt used in his successful bid for a fourth term when he formally opened his campaign in an address to the Teamsters Union. In fact, the fireside chats became more than just a campaign tool; they became ...

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