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

by Bruce I. Newman

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.

184 pages, Hardcover

First published July 2, 1999

Reviews

[Node · Rating 4 out of 5]

When the politician who raises the most money in a political campaign is the one who wins and challengers enter in an unleveled playing field, something is wrong. Bruce Newman discusses on how the same technique companies use to sell products, are the same that political campaigns use to garner votes.

In a United States, with a 24 news cycles and shorter attention span in voters, advertising, polls, focus groups have become a critical tool for politicians use to respond and spread to messages. Shorter soundbites has in turn left us voting more by emotions than in rationality and intellect.

Great book. Newman ends with good solutions on how to fix the system but one wonders if it could accomplished with voter apathy in campaign finance reform.