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Moloney, K., 2004. Is political marketing new words or new practice in UK politics? In: The Political Studies Association Conference, 6-8 April, 2004, University of Lincoln, pp. 1-11.
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Official URL: http://www.psa.ac.uk/journals/pdf/5/2004/Moloney.p...
Abstract
This review of the literature on political marketing and the party most associated with it in the UK, New Labour, suggests that the relationship is not straightforward. Politicians are, for example, hesitant to use marketing language in public. The relationship is problematised along the three dimensions of: partial or total import into some or all of politics; functional or instrumental use by leading politicians, and the roles of transformer of politics, or transfer agent for techniques. The results suggest two responses. The first is more fieldwork into political marketing outside of electoral campaigning and inside policy making. The second is a reconceptualising of the relationship away from the transformation or transfer dimension, and towards political marketing as a methodology for understanding a very different, and very separate activity, namely politics.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Public Relations; Political Marketing |
| Subjects: | Social Sciences > Communication, Cultural and Media Studies Social Sciences > Politics |
| Group: | Media School Media School > Institute for Media and Communication Research |
| ID Code: | 4819 |
| Deposited By: | Ms Emma Crowley |
| Deposited On: | 17 Jan 2008 |
| Last Modified: | 07 Mar 2013 14:46 |
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