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Politics in a consumer society by Katharina S. Hurka

Politics in a consumer society

by Katharina S. Hurka
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Book cover type: Paperback
  • ISBN13: 9786209808982
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 56
  • Original Price: USD 57.0
  • Language: English
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): General

This study examines whether methods used in product advertising are being adopted in political advertising in Germany. It therefore focuses on those campaign tactics that came to public attention following Donald Trump's election, although they were already familiar to experts as marketing methods. First, the key terms 'political advertising' and 'product advertising' are defined and their methods described. The central thesis of this paper is that the public sphere today functions as a market, not only for consumer and entertainment offerings, but also for politics. This means that politics competes with other providers. However, democratic politics must be visible in order to promote its agenda. Visibility is therefore a prerequisite for the legitimacy of politics. The analysis is based on interviews with experts in political marketing. A key component is the comparison of the two forms of advertising.

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