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 Solution

The solution

The flood of money that gushes into politics today is a pollution of democracy.

—Theodore H. White, author of The Making of the President 1960, in Time, November 19, 1984

The old way of campaigning is history. Bob Greene, a Chicago Tribune columnist, observes that 25 years ago, a campaign manager would expect the candidate to reach perhaps 10,000 people at a big rally in a major city but closer to 50 million people on the evening network news later that night. Consequently, campaign schedules were set up carefully so that a single event a day would be held in time for the evening newscast deadlines. The face-to-face campaign, although interesting, meant very little because it was the big event each day that mattered.

Greene ...

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