Topic Political Marketing, Campaigns And Voters (775334005Y)
Institution
Universiteit Van Amsterdam (UvA)
This is a concise and handy summary of all the exam material for Topic Political Marketing, Campaigns and Voters. Both lectures and literature are included in this summary.
Topic Political Marketing, Campaigns And Voters (775334005Y)
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Week 1 – The People and its Opinions
Opinions Key element in contemporary “model” of political behaviour
- 3 subsequent models 1. Rational (economic) model
• Individual preferences are stable and people act and decide rationally on them
2. Sociological model
• People don’t always act rational, but preferences (values) are stable in time
3. Socio-psychological model / Machigan model
• Values are stable in time (long term), attitudes are stable-ish, opinions are unstable (short-
term fluctuations are possible)
à Opinions are assumed to predict voting behaviors
- Via heuristic cues
- Via aggregated opinions
- Via media logic (polls)
- Via political logic (campaigning)
Week 2 – Political Marketing?
Political marketing Is about political organisations adapting business-marketing concepts and techniques to help them achieve
their goals.
- 3 Core concepts 1. Product-oriented party argues for what it stands for and believes in.
2. Sales-oriented party focuses on selling its argument and product to voters.
3. Market-oriented party designs its behaviour to provide voter satisfaction.
à These very often coexist in political systems
- Genesis - In the US because of (1) specific electoral system, (2) ubiquitous elections and (3) early development
of modern media.
- Today 1. Unique selling proposition
2. High campaign costs + anonymous financing
3. New technologies
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