Consumer Democracy: The Marketing of Politics

Communication, Society and Politics

by Margaret Scammell

This book argues that marketing is inherent in competitive democracy, explaining how we can make the consumer nature of competitive democracy better and more democratic. Margaret Scammell argues that consumer democracy should not be assumed to be inherently antithetical to “proper” political discourse and debate about the common good. Instead, Scammell argues that we should seek to understand it – to create marketing-literate criticism that can distinguish between democratically good and bad campaigns, and between shallow, cynical packaging and campaigns that at least aspire to be responsive, engender citizen participation, and enable accountability. Further, we can take important lessons from commercial enjoyment matters; what citizens think and feel matters; and, just as in commercial markets, structure is key – the type of political marketing will be affected by the conditions of competition.

234 pages, Paperback

First published December 31, 2013

Reviews

[Stepan · Rating 5 out of 5]

There are not many books which assess the relationship between political communication, political marketing, democracy and business. Margaret Scammell does not privilege one disciplinary approach over others, but she is trying to explain mutual tensions and the position of political marketing in relation to democracy and professionalism in campaigning. Definitely becoming my favourite book within political marketing literature.

[Jacob ABC · Rating 4 out of 5]

Everything on political branding is useful in this book.