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Full Description
Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.
This Research Agenda documents and establishes the thinking of leading scholars in the field of political marketing and related sub-fields, also encompassing additional social science disciplines that intersect at the crossroads of political marketing.
Chapters address the complexity of how politicians and political parties leverage trust, credibility, and expertise across their policy positions, and how citizens formulate their attitudes and opinions. Contributors focus on the new challenges and opportunities for political parties and politicians around the globe when communicating about complex issues, such as science and technology.
This Research Agenda will be an essential resource for political marketing researchers and practitioners looking to explore how marketing tactics may be used to shape, guide, and manage public opinion and policy discourse.
Contents
Contents:
1 A triangle of influence: researching political power
and social media in the wake of the 2020-21 U.S.
succession crisis 1
Michael Cornfield
2 Political marketing from an ideological marketing
perspective 21
Wojcieh Cwalina and Andrzej Falkowski
3 Stratified electioneering: the political marketing century 37
Dominic Wring
4 Issues management in science and technology:
contestable matters of fact, value and policy, and
areas for future research 53
Matt VanDyke and Nicole Lee
5 The management of political campaigns 69
Jody Baumgartner
6 The role of social media in political campaigns:
a review and research agenda 85
Christine Williams
7 Political branding: a research agenda for political
marketing 107
Christopher Pich
8 The continued relevance of mass media in
campaigns: a critical review and research agenda 129
Daniel E. Bergan
9 Challenging political communication and
marketing research: the measurement of implicit
attitudes in the age of scandals 143
Roberto de Miguel Pascual and Rosa Berganza
10 The dark arts of political marketing: use of
propaganda in political campaigns 159
Greg Simons
Index
