MASS MARKETING NEWMAN B. Księgarnia

Mass Marketing of Politics

Bruce Newman tells us briskly, firmly what our instincts also tell us: We are mass marketing images rather than providing real leadership. Paul Simon, Former U.S. Senator, Public Policy Institute, Southern Illinois University

"Gatorade and Coke do it, so do candidates for high office they manufacture images and manipulate reality to win our favor. In this insightful and compelling study, Bruce Newman demonstrates what politicians and interest groups are doing to us and what we need to do to strengthen our democracy. " Dennis W. Johnson, Associate Dean, George Washington University

"Bruce Newman 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 enlightening analysis of the ways in which marketers have transformed the presidential election. " Richard M. Perloff, Professor of Communication, Cleveland State University

"This book is a must read for anyone concerned about the growing trend of soundbite aver substance, willful manipulation of the media over honest engagement of the American Public." David Wilhelm, Former Chair, Democratic National Committee

"While marketing has led to better quality in most markets, we are beginning to have serious doubts about what it is doing to the quality of political life. Bruce Newman raises serious questions about whether anyone of merit can get elected today without the support of expensive and sophisticated marketing machinery. " Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University

America's contemporary political system is driven by marketing, not ideology, with an emphasis on image over substance, personality over issues, and 30-second sound bites over meaningful dialogue. The Mass Marketing of Politics details how marketing 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 solutions to fix our political system before it is too late.

Bruce I. Newman is the author of The Marketing of the President (Sage, 1993) and the forthcoming Handbook of Political Marketing. He has served as a communication advisor to top White House officials and has written widely on the subject of political marketing in both scholarly and popular media.

164 pages

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