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The Mass Marketing of Politics: Democracy in an Age of Manufactured Images

Autor Bruce I Newman
en Limba Engleză Paperback – 23 aug 1999
`Bruce I Newman tells us briskly, firmly what our instincts also tell us: we are mass marketing images rather than providing real leadership' - Paul Simon, Former US Senator, Public Policy Institute, Southern Illinois University

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.
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Specificații

ISBN-13: 9780761909590
ISBN-10: 0761909591
Pagini: 184
Dimensiuni: 152 x 229 x 10 mm
Greutate: 0.25 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States

Recenzii

"Bruce Neuman has written an incisive account of the role that marketing plays in contemporary politics. He argues persuasively that mass marketing techniques are profoundly changing and corroding American politics. His book provides an insightful analysis of the ways in which marketers have transformed the presidential election."

Cuprins

Introduction
The Impact of Marketing on Democracy
From Party Politics to Mass Marketing
The ABCs of Marketing
The Information Highway
Strategy
The Art of Crafting an Image
The Permanent Campaign
The Solution

Descriere

America's contemporary political system is driven by marketing, not idealogy, with an emphasis on image over substance, personality over issues, and 30 second sounds 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 authors point out the pitfalls of relying too heavily on marketing as a campaign and governance tool, and offer alternatives.