The macro and micro views of political marketing: the underpinnings of a theory of political marketing

Cwalina, Wojciech; Fałkowski, Andrzej; Newman, Bruce I.

doi:10.1002/pa.1421

Cited by 17 publications

(5 citation statements)

References 59 publications

(70 reference statements)

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“…That being said, many of the examples in this article are about campaigns and parties, which reflect that most of the literature on political marketing strategy deals with these entities (e.g. Cwalina et al , ).…”

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confidence: 77%

Toward a new institutional strategy framework for political marketing

Nielsen

2012

Journal of Public Affairs

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The present literature on political marketing strategy has provided important knowledge about how the material context of technologies, polls or competitors influences strategy formulation. However, less attention has been directed to the constraints facing a political organization from the social context related to habits, norms or social conventions. This article thus aims at bringing organizational new institutional theory into the field of political marketing strategy. Accordingly, it is investigated how political organizations when initiating marketing strategies act or react toward institutionalized demands in their environment, such as issues or ideas that are considered socially appropriate. As such, a strategy framework consisting of a phase model and a typology is developed. The phase model is drawn from extant literature within organizational new institutional theory stating that decision makers will (1) scan information from their environment, (2) interpret this incoming information in available cognitive categories and (3), finally, select a strategy premised on their cognitive interpretations. On this ground, we build a novel typology that specifies which political marketing strategy decision makers will select under different cognitive framings of their environment. Here, we delineate four ideal type political marketing strategies—conformity, decoupling, defense and entrepreneurial—that correspond to how organizational decision makers interpret their institutional surroundings. Copyright © 2012 John Wiley & Sons, Ltd.

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confidence: 77%

Toward a new institutional strategy framework for political marketing

Nielsen

2012

Journal of Public Affairs

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“…They use language as a political marketing tool for the candidates. Taken to Clementson, Pascual-Ferrá, and Betty (2014), in developing a campaign's message, political marketing theory emphasizes rhetorical devices, language strategies, and discursive tactics (Cwalina, Falkowski, & Newman, 2012). Retrieved from Nextar Media Wire (2020), the 2020 U.S. presidential debates between the leading contenders in the 2020 U.S. presidential race, Joe Biden and Donald Trump, are sponsored by the Presidential Debates Committee.…”

Section: Introductionmentioning

confidence: 99%

Kamala Harris and Mike Pence Personal and Social Deixis Analysis in US Vice Presidential Debate

Pramesthi

2024

IJELS

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Personal and social deixis have been the key factors in how people can engage in a conversation or discourse. From Hamdaoui (2015), it is known that deixis is one of the linguistic techniques that politicians emphasize a lot. Any linguistic theory can study it, but pragmatics must since it informs the analyst about the context of language production, including who is speaking, to whom, when, and where (Triki, 2010). Thus, this study used personal and social deixis theory in modern linguistics to answer several research questions, such as what deixis the candidates use and what are the effects. The research aims to see how each candidate effectively draws people’s attention in a presidential debate through the analysis of social deixis. Kamala Harris chooses to be more populist by using expressions such as exclusive ‘we’ or ‘us’ and ‘you’. Meanwhile, Mike Pence focuses on presenting himself and Trump through the use of expressions such as I and inclusive ‘we’ or ‘us’. Moreover, the distant relationship with Trump’s Administration that Kamala Harris has shown to the public can be a factor in how Americans see Joe and Kamala as different figures from their predecessors.

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“…Internet introduced other social media (Gelb, Bush, 2011) channels such as facebook, twitter, instagram, youtube, periscope, pinterest, linkedIn, google+, etc. (Ediraras et.al., 2013;Lees-Marshment, 2009: Okan, Topcu andAkyüz, 2014;Cwalina, Falkowski and Newman, 2012) to the actors in the political market. Another aspect of political marketing regarding promotion is the advertisements in the scope of mobile marketing (Cwalina, Falkowski and Newman, 2012).…”

Section: Political Marketing MIXmentioning

confidence: 99%

“…(Ediraras et.al., 2013;Lees-Marshment, 2009: Okan, Topcu andAkyüz, 2014;Cwalina, Falkowski and Newman, 2012) to the actors in the political market. Another aspect of political marketing regarding promotion is the advertisements in the scope of mobile marketing (Cwalina, Falkowski and Newman, 2012). Smart mobile phones ensured easy and fast access to information via internet.…”

Section: Political Marketing MIXmentioning

confidence: 99%

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Politik Pazarlama Karmasına Kavramsal Ve Güncel Bir Bakış (An Updated and Conceptual Aspect to the Political Marketing Mix)

Yılmaz

2016

isader

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ÖzetPolitik pazarlama kapsamında seçmenin karar verme süreci, pazarlamanın özünde yaşanan değişime paralel olarak yıllar içerinde ciddi anlamda farklılaşmaya uğramıştır. Bu durum karşısında seçmeni arzu edilen yönde hareket ettirebilmek amacıyla politik pazarlama da kendini güncellemek durumunda kalmıştır. Son yıllarda, gerek ulusal, gerek bölgesel ve gerekse küresel anlamda yaşanan ve etkileri itibariyle tüm dünyayı ilgilendiren siyasal, kültürel, ekonomik, teknolojik ve sosyal gelişmeler ortaya çıkmıştır. Kitlelerin birbirini etkileme gücüne sahip olduğu, bilginin çığ gibi büyümekle kalmayıp erişim açısından son derece kolay hale geldiği bir ortamda seçmenin karar verme noktasında etkileyen sayısız faktör olduğu gerçeği de her geçen gün ağırlığını iyice hissettirmektedir. Çalışma kapsamında, politik pazarlama karması elemanlarının kompleks yapısına yönelik değişim olgusu dikkate alınmıştır. Karma elemanlarının güncel kavramsal boyutu ortaya konmaya çalışılmıştır. Her biri ayrı bir çalışma konusu olacak karma elemanlarının farklılığı ve özgünlüğü vurgulanmaya ve kavramsal bir çerçeve ortaya konulmaya çalışılmıştır.

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The macro and micro views of political marketing: the underpinnings of a theory of political marketing

Cited by 17 publications

References 59 publications

Toward a new institutional strategy framework for political marketing

Toward a new institutional strategy framework for political marketing

Kamala Harris and Mike Pence Personal and Social Deixis Analysis in US Vice Presidential Debate

Politik Pazarlama Karmasına Kavramsal Ve Güncel Bir Bakış (An Updated and Conceptual Aspect to the Political Marketing Mix)

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