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Is political marketing new words or new practice in UK politics?

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, 1-11.

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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)
Additional Information:A revised version of the paper originally delivered to the Political Studies Association. The original paper is published on the PSA website [ ].
Uncontrolled Keywords:Public Relations; Political Marketing
Group:Faculty of Media & Communication
Faculty of Media & Communication
ID Code:5130
Deposited On:14 Mar 2008 14:47
Last Modified:14 Mar 2022 13:13

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