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Political Marketing against the Background of Modern Marketing Theory

100%
Plonski A.
Ekonomia. Rynek, Gospodarka, Społeczeństwo
|
2003
|
issue 10
126-137
EN
The analysis of publications concerning the problem of political marketing leads to the statement that despite the widespread use of the term, there is still lack of solid and recognized theoretical foundations of this phenomenon. Hence the necessity of referring to the achievement of marketing theory used on conventional markets. The author attempts to answer the questions about the essence of political marketing. The existing conceptions of political marketing were divided into two groups: the reductionist approach defining political marketing as a tool of persuasion used during the election campaign, and the complex approach recognizing the fulfilment of the needs of the addressees of the political offer as the essence of marketing actions. In the light of marketing theory and research carried out by the author it appears that the reductionist approach brings considerably less election effects than the proposed complex approach. In spite of this analysis of the subject literature indicates that the theory of political marketing is still in the stage of promoting orientation popular on conventional markets in the sixties.
2

Analysis of Presidential Election in Poland from the Electoral Marketing Perspective

63%
Dzwonczyk J.
Studia Polityczne (Political Studies)
|
2004
|
issue 15
109-145
EN
The last presidential campaign has shown relatively high degree of electoral marketing. More then ever 'person-oriented' elections have given the political actors opportunity to use wide range of marketing techniques. Campaign 2000 was much more professional then the previous ones. It became obvious that the marketing in politics cannot be avoided. There is a chance that in a long-lasting and probably costly process (in terms of psychological costs) the new regulations will be worked out; the regulations and rules, which will force the politicians to raise their qualities to a standard level both in professional and moral dimension. Polish society in turn will learn how to react to any wrongdoings of the political elites. When these conditions are fulfilled, the political marketing will be more an instrument to increase interests of the society in politics and will reduce the smoke protection in order to fool the electorate.
3

Economic Policy as an Instrument of Political Matketing

51%
Lipowski A.
Ekonomista
|
2007
|
issue 6
891-907
EN
Within the general framework of the model of political marketing in economy, political parties achieving their strategic goals tend to treat the economic policy in the instrumental way. The most important is the behaviour of the ruling party that faces the threat of the loss of the power even before the next elections. In order to hold office the ruling party tries to adjust their microstructural policy by following the changes in the current parliamentary configuration and assumable preferences of the voters. Such behaviour, that is characteristic for both opportunistic and formerly idealistic political parties, can be the reason of the instability of the microstructural policy. A possibility of this instability is a characteristic feature of the representative democratic system.
4
Content available remote

www.przekonajwyborcę.pl – technologie informacyjne w służbie polityki

51%
Szaban D.
Rocznik Lubuski
|
2010
|
vol. 36
|
issue 2
208-224
EN
The process of implementing democratic rules of social and political life are accompanied by an information revolution. In election contests, politicians use new and new instruments of political marketing in search of effective ways of running political campaigns. One of the modern tools in the political struggle for the voter is the Internet. The aim of the article is to provide a description of the ways of using the Internet in pre-election struggles and to present strategies adopted by Polish political groups in order to increase their chances before the 2005 parliamentary elections. The analysis of Internet actions undertaken in politics is supported by the study of the contents official web services of political parties.
5

THE LOCAL ELECTION 2010 IN SOCIAL MEDIA (Komunalne volby 2010 v prostredi socialnych medii)

38%
Murar P.
Communication Today
|
2011
|
vol. 2
|
issue 1
94-111
EN
When not considering the campaign of Barack Obama, the best example of using social media in parliamentary election campaign was the campaign presented by the SaS (Freedom and Solidarity) political party. It has significantly accelerated the setting of social media as tools of the political marketing in the environment of the Slovak political scene. Since the parliamentary elections in June 2010 a sharp increase of the politicians´ interests in social media, especially in Facebook and YouTube, can be seen. This study explores the potential of social media and identifies key factors of a successful communication. The core of the study is a detailed analysis of the activities of candidates for mayors in municipal elections in 2010. It points out that the main problems of using social media are the ignorance of the social media specifics and application of traditional practices and attitudes that do not work in social media.
6
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Instrumentalizm działań marketingowych w kampaniach wyborczych

38%
Narloch M.
Colloquium Wydziału Nauk Humanistycznych i Społecznych AMW
|
2012
|
issue 1
29-44
EN
Political marketing implements to the policy many tools by which communication becomes easier and the effectiveness of the political marketing activities increase. This article is an attempt to describe the most popular tools which are use in the modern election campaigns.
7

Dominacja, rywalizacja, symbioza – rozważania nad relacjami między mediali elektornicznymi a polityką

38%
Żurawski J.
Studia Socialia Cracoviensia
|
2009
|
issue 1
187- 201
EN
Predominance, competition, symbiosis – deliberations on relations between electronic media and politics. In the world of contemporary liberal democracies electronic media are frequently perceived as instruments to implement changes into social and political reality. It goes beyond a shadow of a doubt that the contemporary political communication is performed mostly by means of media, especially the new media. The analyses below attempt to inquire into the relations between electronic media and politics through the prism of three relational categories: predominance, competition, symbiosis.
8

Populism 2.0, Digital Democracy and the New ‘Enemies of the People’

32%
MOMOC A.
Communication Today
|
2018
|
vol. 9
|
issue 1
55-77
EN
Like in many other Central and Eastern European countries, in 2016, Romanian populist parties were voted by the ‘silent’ citizens, by those feeling deprived and not represented properly. Shortly before that, in 2015, the tragic Colectiv nightclub fire had given birth to a new party: Save Romania Union (USR) that promotes a populist discourse on the ‘corrupt elite’ versus the ‘pure people’. At the beginning, however, the new party did not disseminate messages specific to the nationalist or radical right-wing populists. Another party, endorsed by a news television channel Romania TV, almost succeeded at overpassing the electoral threshold in the 2016 parliamentary election: United Romania Party (PRU) used xenophobic and anti-EU messages during the 2016 general election campaign. My hypothesis is that the extremist electoral messages, the expressions of hatred towards foreigners and Western businessmen or the EU institutions were spread through social networks. Using a content analysis, I shall verify the extent to which the official Facebook pages of the Social Democratic Party (PSD, the direct successor of the Romanian Communist Party), the United Romania Party (PRU) and the Save Romania Union (USR) reflected the antagonism of the ‘pure’ people versus the ‘corrupt’ elite and I shall reveal who these parties identified as the so-called ‘people’s enemies’.
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