This paper deals with the problem of foreign and cryptoforeign funding of civil society organizations (CSOs). The question of foreign funding of CSOs is presented in the light of political marketing (inter alia: identification of global, regional and local market mechanisms (donors – clients)), hybrid warfare (real aims / interests of donors (the question of specific intelligence and counterintelligence)) and praxiology (effects, effectiveness).

The fast-growing Latino community in the United States became one of the most influential voting groups of this decade. The article shows how President Obama used the endorsement of Hispanic celebrities through viral videos and fundraisers to win among this community, while acknowledging and comparing this case to Donald Trump’s presidential campaign in 2016, during which he could not count on the celebrities of Latin descent. The article tries to answer the question whether Hollywood can or cannot influence the ethnic voting groups and why this way of canvassing is only possible for the Democratic Party.

Celem artykułu jest analiza wykorzystania skandalizacji jako specyficznego sposobu kształtowania wizerunku oraz przyciągania uwagi widowni. W tym kontekście autor zdefiniował pojęcie skandalizacji oraz określił przesłanki uzasadniające wykorzystanie takich mechanizmów w polityce. Analizując kariery wybranych polskich polityków, scharakteryzował wizerunek skandalisty oraz określił rolę takich osób na scenie politycznej. Ponadto wyróżnił i opisał cztery rodzaje skandalizacji: dyskredytacyjną, prowokacyjną, bulwersującą, celebrycką. Odnosząc się do tej typologii, sprecyzował kilka ogólnych wyznaczników wykorzystania mechanizmów skandalizacji do autopromocji i kształtowania wizerunku.

MARKETING MANAGEMENT OF A POLITICAL PARTY IN THE THEORIES OF ROBERT P. ORMROD AND STEPHAN C. HENNEBERG

Although political marketing management is still a very popular issue in modern political science, surprisingly, only few studies have tried to provide theoretical foundations for describing comprehensive marketing process in political parties. The aim of this paper is to present two complementary concepts developed by Robert P. Ormrod and Stephan C. Henneberg: Political Market Orientation and Strategic Political Postures. Both authors have prepared a theoretical framework for complex analysis of marketing operations in the parties. They consider political marketing management to be a permanent process which includes mainly building and maintaining relations with various stakeholders and creating strategies. The article presents these concepts from the perspective of previous studies and criticizes some assumptions in purpose to indicate possibilities and barriers of future empirical work.

Adaptation of economic marketing instruments for the needs of politicians

The most important issues of the article are common tools in two different sections, namely political marketing and economical marketing. The most important trains of the implementation of the economical marketing to politics are presented in this article. The dissertation identifies the factors, which have determined the influence of the economy on politics. More precisely, it presents the influence of the marketing and the advertisement of the product on the political campaigns. The main though is based on concrete examples of pioneers of political marketing. In this article a perceptive reader is going to find similarities and differences presented in the process of permeation of these two branches in the activities of the present-day society.

Theoretical and Methodological Aspects the Concept of International Image of the State

The article considers the theoretical and methodological aspects of the formation of the international image of the state through: analysis of conceptual approaches to the concept of international image of the state; identification of factors influencing the formation of an effective image of the state in the international arena; formulation of essential features of the state image and determination of their influence on the international competitiveness of the state; defining criteria for assessing the international image; analysis of areas of international state image-making. The international image of the state is a strategic tool for strengthening the status of the state in the international arena and the main criterion for its effectiveness. The international image is formed under the influence of natural factors and purposeful activity of state and other actors. The author identifies specific features of the international image of the state: compliance with the level of political, socio-economic and cultural development of the state; emphasis on the brightest and specific characteristics of the state; the presence of significant emotional and psychological composition; easy to display object; symbolization of some aspects of state life. The main criterion for the effectiveness of the state image is to strengthen the status of the state in the international arena. The result of the analysis of the main directions of international state image-making is the allocation of three areas: geopolitical direction forms the idea of geographical space as a territory for domestic and foreign policy; marketing direction provides promotion of economic processes of the state on the world stage; branding direction based on the recognizability of formal and informal symbols of the state contributes to the recognizability of the state on the world stage. Thus, the international image is a manageable category that can be built according to the political or economic demands of the state.

Soft marketing. evolution of audiovisual political advertising in Polish parliamentary campaigns 2005–2019

The article discusses the problem of the evolution of audiovisual political advertising in Polish parliamentary campaigns in the years 2005–2019, taking a closer look at the presentation of programmatic issues, centralized personalization, and the rhetorical functions of spots. The content analysis of the election spots results in a fairly unchanged marketing standard of election offers, appropriate for all parties (regardless of their size), expressing an attempt to combine sensitivity to important voters’ needs with an extensive symbolic layer, emotionally engaging for image purposes. In most spots, the emphasis on psychological and social benefits at the expense of functional (economic) benefits prevails. The change in campaigns concerns only the increase in the importance of appeals attacking political opponents. However, their role remains secondary, regardless of the party’s position on the political market.

Shaping a candidate’s political image in the media o ver the years

Communication is an integral part of human life. It occurs simultaneously on many levels and in many different directions. With the development of new technologies and, consequently, with the development of new ways of reaching a mass audience, the media have taken over the main role in this process. Currently, apart from the information function, the media are also assigned other functions, including: educational, integration, entertainment, opinion-forming, communication, economic and intervention. Aware of this state of affairs, politicians try to respond in all possible ways to the needs visible among society, creating their profile as a kind of consumer product ready for sale. This process is increasingly supervised by a whole team of professionals who monitor the behavior of rival candidates and create a persona that will better and more accurately respond to emerging and dynamically changing social needs.

Patriotic background music lyrics in audio-visual advertising and the perception of the qualities of the promoted politician

The article aims to present the results of two laboratory experiments dedicated to determining whether patriotic lyrics in the background music in audio-visual image spots affect the perception of patriotism of a politician. The research used spots by A. Duda and D. Tusk, whose image is well-established. The results indicate that in case of A. Duda the presence of patriotic lyrics in the music, or lack thereof, did not impact the perceived characteristics of the promoted politician. D. Tusk’s spot, however, when accompanied by patriotic lyrics, showed a lower increase in the perceived intensity of the characteristic in question compared to the ad in which only the instrumental background was used. The findings show that, in certain cases, the influence of the lyrics consists in suggesting the criteria of evaluation rather than transferring the connotations, which does not necessarily improve the image of the promoted politician.