political marketing

  • THE BLURRED PROBLEM OF FOREIGN FUNDING OF CIVIL SOCIETY ORGANIZATIONS IN THE LIGHT OF POLITICAL MARKETING, PRAXIOLOGY AND HYBRID WARFARE

    Author: Benon Zbigniew Szałek
    Institution: University of Szczecin
    Year of publication: 2016
    Source: Show
    Pages: 195-211
    DOI Address: https://doi.org/10.15804/rop201613
    PDF: rop/2016/rop201613.pdf

    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).

  • Do the Celebrity Politics Really Matter for Hispanic Voters Today? The Comparison of Barack Obama’s and Donald Trump’s Presidential Campaigns

    Author: Norbert Tomaszewski
    Institution: University of Wrocław
    Year of publication: 2018
    Source: Show
    Pages: 158-177
    DOI Address: https://doi.org/10.15804/athena.2018.59.11
    PDF: apsp/59/apsp5911.pdf

    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.

  • Wykorzystywanie skandalu do tworzenia wizerunku przez polityków

    Author: Krystian Daniel
    Institution: Państwowa Wyższa Szkoła Zawodowa im. Jana Grodka w Sanoku
    Year of publication: 2016
    Source: Show
    Pages: 97–109
    DOI Address: https://doi.org/10.15804/athena.2016.49.06
    PDF: apsp/49/apsp4906.pdf

    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.

  • Zarządzanie marketingowe partią polityczną w teoriach Roberta P. Ormroda i Stephana C. Henneberga

    Author: Agata Potarzycka-Szczerba
    Institution: Uniwersytet Wrocławski
    Year of publication: 2015
    Source: Show
    Pages: 145-156
    DOI Address: https://doi.org/10.15804/athena.2015.45.08
    PDF: apsp/45/apsp4508.pdf

    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.

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