Political Marketing POLITICS 345
Political Marketing and Democracy
Political marketing is a pervasive force in our lives; it influences the policies politicians pursue, the opportunities they give to people to be involved in campaigns and party organisations, the staff they employ, the way they communicate and the way they govern and lead. Given this, many scholars and media commentators have raised concerns that it influences democracy negatively; and political marketing does indeed raise many issues, but along with problems there is also the potential for it to strengthen the functioning of political systems and society. What makes the difference is how political marketing is practised. It is important that we are all aware of both the negative and positive implications political marketing can have so that those who practice political marketing make informed choices as to how they decide to use it. Political marketing can impact a range of political spheres: political leadership; citizenship; political participation; power and representation; policy; and principle and ethics.
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