The anglicisation of political marketing: how Blair ‘out‐marketed’ Clinton

Despite increasing academic interest in political marketing, confusion remains over its meaning and scope. Whilst most research focuses on its use in election campaigns, some argue that marketing influences other aspects of political behaviour. This paper contends that a lack of comparative research has contributed to this confusion. Theories derived from country‐specific studies may not be broadly applicable due to the impact of systemic differences. To show this, it analyses the case studies of Clinton in the 1992 US presidential election and Blair in the 1997 UK general election. Comparing the use of marketing in the two cases reveals that while systemic features created the scope for a broader, more coordinated and delivery‐oriented approach in the case of Labour, in both cases marketing influenced the design as well as the presentation of the ‘products’ on offer. This suggests that the potential applications of political marketing are broader than conventional definitions imply. Copyright © 2002 Henry Stewart Publications.     

The views of an advocatus dei: political marketing and its critics

This paper addresses 11 statements of criticism of political marketing. These statements represent the most commonly voiced issues and were collected from marketers and political scientists. While marketing theorists are more concerned with the state of political marketing theory, political scientists concentrate much of their criticism on aspects of political marketing management as it is experienced in practice. Each statement is discussed and general conclusions are identified. While presenting the personal opinion of the author (advocatus dei), these conclusions and statements concerning political marketing should foster critical discourse on issues such as political marketing management, concepts and ethics. Copyright © 2004 Henry Stewart Publications     

Issue politicization and social class: How the electoral supply activates class divides in political preferences

Against premature claims about the declining political relevance of social class in post-industrial democracies, recent research indicates that class continues to be a relevant determinant of political preferences. In post-industrial societies ‘old’ class divides on economic issues coexist with ‘new’ class alignments on cultural topics. While there is cumulated evidence of social classes’ distinct placement on these issues, this paper argues that the strength of class divides depends on the extent to which these issues are politicized by political parties. Studying preferences on economic and cultural issues (attitudes towards redistribution, immigration, gay rights and European integration), this study shows that class divides in preferences are context dependent. The multilevel analyses drawing on data from the European Social Survey and the Chapel Hill Expert Survey for 27 European democracies demonstrate that classes’ differences in preferences are accentuated on issues strongly contested and emphasized by parties, and mitigated on issues where party conflict is weaker. Adding to recent literature on parties and class conflict, this study identifies another stage at which parties can affect the strength of class voting. The varying strength of class divides across contexts also has implications for parties’ ability to garner support beyond a single class. This becomes increasingly unlikely in contexts of high issue politicization.     

Religious marketing: reflections from the other side of politics

This paper critically examines the idea that politics and religion occupy adjoining berths in the extended marketing camp. Following a brief review of contemporary religious marketing, a comparison is undertaken of religion and politics to determine whether they conform to a common marketing framework for non‐business environments. The idea that marketing in faith environments is validated by the ‘religious economy’ theory is critically examined, significant objections to the adoption of marketing principles and methods by the religious community are explored and some limitations of the exchange concept in a faith context are identified. Some implications are considered for both political and mainstream marketing, in terms of recent attempts to broaden the scope of marketing. Copyright © 2004 Henry Stewart Publications     

Four worlds of morality politics: the impact of institutional venues and party cleavages

The most prominent theory accounting for variation of morality politics across Western Europe is the so-called Two Worlds framework. According to this approach, the presence or absence of a secular?religious cleavage in national party systems strongly affects the degree of conflict intensity and the framing of morality policy issues. This article shows that the explanatory power of the Two Worlds model could be enhanced significantly by introducing a second analytical dimension that captures the institutional venue (party politics vs. parliamentary politics), in which moral conflicts take place. This is useful because there are instances in which a religious cleavage is lacking, but moral conflicts are nonetheless highly intense and party-based (the traditionalist world), and there are cases in which the religious cleavage formally exists, but moral conflicts are nonetheless resolved in the parliamentary arena (the unsecular world).     

Private association and public brand: the dualistic conception of political parties in the common law world

This paper examines the legal conception of political parties. It does so by unearthing the history and ontology of the common law relating to political parties in international perspective. The flexibility of the unincorporated association, in which parties are understood through the private law of contract as networks of internal rules or agreements, rather than as legal entities, has proven to be a mask. In the common law’s imagination, the ideal party is a ground-up organization animated by its membership. But the law mandates no such thing, and in its statutory and constitutional conception intra-party democracy may be sublimated as parties need be no more than an electoral persona or brand.     

Marketing political soap: a political marketing view of selling candidates like soap,of electioneering as a ritual,and of electoral military analogies

This paper examines three common political expressions and ideas from a marketing perspective. First, the origins of the ‘selling candidates like soap’ expression are traced and it is argued that, rather than being ‘sold’ like a product, candidates are instead ‘marketed’ like a service provider such as a real estate agent. Traditional campaign rituals have a legitimate marketing function if electors, and not just political actors, are meaningfully incorporated and military analogies in elections have increasing relevance given the classic military strategy used by commercial marketers. Together, these examples suggest that the application of marketing to politics may require the rethinking of ingrained electoral jargon and concepts. Copyright © 2003 Henry Stewart Publications     

(Re‐)join the party! The effects of direct democracy on party membership in Europe

It has been argued that political parties are in decline. While they used to be responsible for connecting citizens to the state by translating their preferences into policies, they have increasingly become part of the state, acting as governors instead. While this perspective emphasises parties’ representative function, it is less clear what their role is in a more direct democratic context. Parties may gain support due to such context, but they may also be seen increasingly redundant in a situation where citizens can co‐decide directly. Focusing on party membership, this study tests these rival expectations on a panel of 16 West European democracies over the period 1980–2008 and finds that parties tend to have higher levels of party membership in a direct democratic context. The usage of referendums, however, does not contribute to this effect.     

Interest group–party linkage in the twenty‐first century: Evidence from Denmark,the Netherlands and the United Kingdom

This article systematically investigates interest group–party interactions in the Netherlands, Denmark and the United Kingdom based on cross‐national surveys with responses from 1,225 interest groups. The findings show that interest groups and parties still interact in the beginning of the twenty‐first century, but that the vast majority of their interaction involves a low degree of institutionalisation. Using fractional logit analysis, it is demonstrated that the strength of interest group–party linkage is primarily affected by systematic differences in state–society structures and organisational group characteristics. Moreover, differences are found in what conditions different types of interaction. Whereas historical legacies and partisan origin influence an interest group's structural party links, group resources make interactions of a less institutionalised, ad hoc nature more likely.     

Anti‐elite parties and political inequality: How challenges to the political mainstream reduce income gaps in internal efficacy

There is growing interest in political inequality across income groups. This article contributes to this debate with two arguments about political involvement: poverty depresses internal political efficacy by undermining cognitive and emotional resources; and dissent in the party system reduces the efficacy gap to higher incomes. Specifically, conflict is to be expected between anti‐elite and mainstream parties to simplify political decisions and stimulate political attention among poor voters. These arguments are supported with comparative and experimental analyses. Comparative survey data shows that the income gap in efficacy varies with a novel measure of the anti‐elite salience in the party system. The causal impact of anti‐elite rhetoric is established though a representative survey experiment. Finally, the article investigates how these mechanisms affect both electoral and other forms of political participation.     

The social logic of political choice: Picking a political party in the context of immediate social circles

The Social Logic of Politics places social learning at the center of political choice. People develop their political preferences, knowledge, values, perceptions of ability, and decisions about political behavior in interactions with others, usually members of their social circles. Political attitudes and goals are not derivatives of exogenous economic preferences. They are not the results of careful calculations, in which optimization of personal needs guides the mode of reasoning. This theoretical stance draws sustenance from recent work across the social science, even as it harkens back to established, if neglected principles of political analysis. My thanks to Rüdiger Schmitt-Beck for his encouragement and for the critical comments of several anonymous referees and to Josip Dasović and Jennifer Fitzgerald, my co-authors of Partisan Families: the Social Logic of Bounded Partisanship in Germany and Britain (Zuckerman et al. 2007). Material from that book appears in this essay.     

The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term

Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphere as an innate, multifaceted, and effective part of modern politics.     

Think global,talk local: getting the party political message across in the age of the internet

This paper seeks to test the view that the Internet will provide politicians and political parties with a means of directly communicating with electors, so circumnavigating the perceived bias of the mass media, and explores how the political use of the Internet will impact on campaigning, particularly at the local/personal level. The evidence surveyed shows that political use of the Internet is, despite the hype, still in its infancy, but that more extensive use will lead to changes in the style and mode of political communications. The Internet will eventually enable politicians and parties to address a mass audience in qualitative new ways, tailoring their message and information dissemination to individual and local concerns. But this will bring all the consequences of direct communication, such as increased workloads and the danger of atomising the political process. Politicians and parties may hanker for the days when the traditional mass media intervened in the process of political communications. This paper is an edited version of the one presented to 'On Message: A Conference on Political Communication and Marketing sponsored by the Political Studies Association Media and Politics Group, Loughborough University, September 2000. Copyright © 2001 Henry Stewart Publications     

Dimensions of political conflict and party positions in multi-level democracies: evidence from the Local Manifesto Project

Partisan conflicts have been frequently analysed in comparative political science research. Yet little is known about the dimensions of political conflict at the local level in multi-level democracies. This article contributes to the literature on the estimation and analysis of party positions by first presenting a new dataset of more than 800 local party manifestos in Germany that allows for a systematic analysis of the dimensions of political conflict at the German local level. Secondly, it is demonstrated that (semi-)automatic content analysis of these texts offers a promising approach for gaining new insights into local party positions. Thirdly, the empirical analysis of German local party manifestos shows that partisan conflicts are not only structured along the left–right dimension but also along a dimension which distinguishes between parties addressing ‘local’ and ‘national’ issues to a varying degree in their manifestos, due to the different behaviour of established and populist parties.     

Mapping the production of political communications: a model to assist in understanding the relationships between the production and consumption of political messages

High public interest today in political communications such as ‘spin’ and in political participation such as electoral turnout suggests that there may be value in exploring the processes by which political messages are produced and consumed, and their inter‐relationship with participation. It may be that what citizen‐voters think of message production influences how they consume political news and publicity (through observing and evaluating), and that the propensity to political participation is subsequently affected. This paper offers a model which traces the production of political communications, starting at their origins in the political class, and flowing via traditional political journalism or controlled media and new media to citizen‐voters who both observe and evaluate them (ie consume them) before, during and after making any political choices. It is hypothesised that the observation and evaluation of message production and content by political consumers influences both their types and levels of participation. Research of this nature into political organisations is relatively rare. Similarly, there is little evidence of investigations into other aspects highlighted in the model: attitudes of the political class towards political communications, the production of political communications before they reach the media and how they are received by the media, and their consumption by citizen‐voters in relation to the propensity to participate in politics. Copyright © 2003 Henry Stewart Publications     

Bridging the ideological space: A cross‐national analysis of the distance of party switching

Scholars have investigated the characteristics of volatile voters ever since the first voter surveys were carried out and they have paid specific attention to the role of political sophistication on vote switching. Nevertheless, the exact nature of this relationship is still unclear. With increasing volatility over the past decades this question has furthermore grown in relevance. Is the growing unpredictability of elections mostly driven by sophisticated voters making well‐considered choices or is the balance of power in the hands of unsophisticated ‘floating voters’? Several scholars have argued that even under conditions of increasing volatility switching is still mostly confined to changes to ideologically close parties. Most researchers, however, have used rather crude measures to investigate this ‘leap’ between parties. To advance research in this field, this article directly models the ideological distance bridged by volatile voters when investigating the link between political sophistication and volatility. This is done using Comparative Study of Electoral systems (CSES) data that encompass a broad sample of recent parliamentary elections worldwide. Results indicate that voters with an intermediate level of political knowledge are most likely to switch overall. When taking into account the ideological distance of party switching, however, the confining impact of political knowledge on the vote choices made is clearly dominant, resulting in a linear decrease of the distance bridged as voters become more knowledgeable.     

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.     

Mis-marketing the Conservatives: The Limitations of Style over Substance

Every Tory leader since 1997 has made significant attempts to use marketing; the most recent, Michael Howard, appointed the first ever UK party Marketing Director to head a specialised Marketing Department. However, whilst the Conservatives have made use of the tools of marketing (polling, focus groups, public listening exercises, communication) they have misunderstood the concept of political marketing, which is concerned with creating a unified political product that is responsive to voter demands. Political marketing has hitherto not worked for the Conservative party. This is because there is a lack of a supportive internal culture that accepts the party change necessary to produce a market-orientated political product including policy, leadership and candidates. If political marketing is only used to sell a product that the party elite rather than the British public wants, it will never help the Conservatives regain control of government.     

‘There will be burning and a‐looting tonight’: The Social and Political Correlates of Law‐breaking

In the aftermath of the August 2011 riots, politicians and commentators offered a range of explanations for the social unrest and wanton violence. Drawing on survey and focus‐group data, this paper investigates those explanations by analysing how socio‐economic, normative and political factors shape contemporary attitudes towards law breaking in Britain. The paper finds that both economic deprivation and personal moral values help to explain attitudes toward illegal behaviour, but citizens’ mistrust of political leaders and their disengagement from public affairs are also an important factor. The findings suggest that politicians who want to provide moral leadership need to do so through their actions as well as their words.     

Politics of childcare policy beyond the left–right scale: Post‐industrialisation,transformation of party systems and welfare state restructuring

Childcare policy has become an integral part of social and economic policy in post‐industrial democracies. This article explores how the transformation of party systems structures the politics of childcare policy. It reveals that political parties contend with each other over childcare and female employment policy on the social‐value dimension as well as the redistributive dimension. Assuming that different party policies have distinct impacts on public childcare policy, it is hypothesised in this article that a government's policy position – composed of the governing parties' policy positions – affects changes in public spending for childcare services. Through an analysis of the pooled time‐series and cross‐section data of 18 advanced industrialised countries from 1980 until 2005 using multivariate regression methods, it is revealed that a government's redistributive left–right policy position interacts with its social liberal–conservative policy position, and that a left–liberal government raises its budget for childcare services while a left–conservative government does not.