Theory and Concept Development in Political Marketing

Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.     

Political Marketing Matters

ABSTRACT

The effects of political marketing are difficult to measure. This article contends that “multi-dimensional case analysis”-i.e., the comparison of similar elections across demographic levels and across time-can reliably assess the impact of political marketing on campaign outcomes. A multi-dimensional examination of Congressman Harold Ford Jr.'s sophomore surge demonstrates the potential impact of candidate positioning. Specifically, the congressman's shift to the center of his Memphis, Tennessee, constituency significantly enhanced his electoral performance. This substantive finding carries a methodological lesson: the evaluation of marketing effects is greatly improved through the use of a tightly structured research design that employs, not large-scale statistical analysis or controlled field experimentation, but in-depth, case-by-case investigation.     

Leading or Following?

Abstract

While research exists on how political parties use political marketing instruments, there is a lack of emphasis on strategic marketing, especially with regard to theoretical frameworks of political marketing orientation. This can be seen as problematic in the development of political marketing research as a subdiscipline of marketing and political science. A concept is suggested that defines a party's orientation towards political marketing management using two crucial elements of strategic marketing theory regarding customer orientation: leading and following. Three generic types of political parties are characterised by their strategic postures using their stance on these two elements. The implications of strategic postures for the fulfilment of certain political marketing functions and organisational issues are briefly discussed. While traditional parties with a rigid content-based approach towards policy-making can be characterised as Convinced Ideologists, contemporary catch-all parties have moved towards being Tactical Populists.

Whilst both these postures are prone to being perceived as dogmatic or untrustworthy and fickle, a third posture, that of Relationship Builder, is proposed. This integrates leading and following, by using a relational approach towards marketing, as suggested in the evolving literature on strategic marketing and marketing orientation. This Relationship Builder stance constitutes a theoretical posture that needs to be clarified by empirical research in the political arena. Thus, to foster further empirical and theoretical research, several propositions have been derived in a process that is in line with the demands of theory-building and hypothesis-driven exploration as suggested for this comparatively new discipline of political marketing.     

Is Political Marketing New Words or New Practice in UK Politics?

ABSTRACT

This review of the literature on political marketing and the party most associated with it in the UK, New Labour, suggests that the relationship is not straightforward. Politicians are, for example, hesitant to use marketing language in public. The relationship is problema-tised along the three dimensions of: partial or total import into some or all of politics; functional or instrumental use by leading politicians, and the roles of transformer of politics, or transfer agent for techniques. The results suggest two responses. The first is more fieldwork into political marketing outside of electoral campaigning and inside policy making. The second is a reconceptualising of the relationship away from the transformation or transfer dimension, and towards political marketing as a methodology for understanding a very different, and very separate activity, namely politics.     

Comparing federal institutions: Power and representation in six federations

The study of comparative federalism is often hampered by the diverse range of federal institutional arrangements in practice, as well as the ambiguity surrounding the concept of federalism. This article identifies three main conceptual approaches to federalism – sociological, constitutional, and governmental – then proposes a revised governmental approach that takes account of the institutional effects of federalism, for application in comparative politics research. Minimally defined, all federations are products of institutional rules that create separate territorial spheres of authority. This article compares Canada, the United States, Australia, Austria, Germany and Switzerland along two key institutional dimensions that structure politics in the federal state: resource allocation, and the representation of constituent units in federal-level decision-making.     

试论闽西苏区青少年思想政治工作的历史经验

青少年是推动社会前进的最活跃力量。在苏区时期,闽西苏区党、政府注重发挥青少年在革命中的作用,将青少年的思想政治工作作为党的重要工作来抓,各县的少先队、儿童团在党团组织领导下,围绕党的中心工作,立足当时实际,扎实有效地开展思想政治工作,支援了革命战争,促进了苏区革命根据地建设。总结闽西苏区青少年思想政治工作的宝贵历史经验,对于做好当前青少年工作有着重要的借鉴作用。     

影响西部少数民族地区政治稳定的五大认同机制

对西部少数民族地区政治稳定起决定性作用的是民族、政治、经济、宗教和风俗习惯等五大认同机制。其中,民族认同机制是基石,它奠定了西部少数民族地区政治稳定的血缘基础;政治认同机制是核心,它奠定了西部少数民族地区政治稳定的制度基础;经济认同机制是关键,它奠定了西部少数民族地区政治稳定的利益基础;宗教与民族风俗习惯认同机制是两大重要组成部分,前者奠定了西部少数民族地区政治稳定的价值基础,而后者则是西部少数民族地区政治稳定的重要润滑剂。     

Vote as you Think: Determinants of Consistent Decision Making in Direct Democracy

This study investigates the conditions under which Swiss citizens take consistent decisions, that is, decisions that reflect their argument‐based opinions, during direct‐democratic ballots. In line with recent work on cognitive political behavior, we expect the drivers of consistent voting to be found at the individual and contextual level. At the individual level, we argue that political knowledge positively affects consistent decisions. At the contextual level, we anticipate a positive effect for campaign intensity, complexity and negativism. We estimate hierarchical logistic models based on VOX survey data (1999‐2005) and original data that captures the nature of political campaigns. Our results support our expectations for the situational level and (partially) for the individual factors.     

Collective Action and Citizen Responses to Global Warming

This paper expands the relevance of the collective interest model of mass political action to explain collective-action behavior in the context of global warming and climate change. The analysis is an attempt to answer Ostrom’s call for a behavioral model of collective action that can be generalized beyond political protest to other collective-action problems. We elaborate, specify, and empirically test a collective interest model approach to citizen policy support, environmental political participation, and environmental behavior related to the issue of global warming. Key elements of the collective interest model—perceived risk, personal efficacy, and environmental values—are found to be directly, and positively, related to support of government policies and personal behaviors that affect global warming. We also discuss the links between the collective interest model and other important approaches to political behavior.

The Impact of State Laws Protecting Abortion Clinics and Reproductive Rights on Crimes Against Abortion Providers: Deterrence, Backlash, or Neither?

Since Roe v. Wade, most states have passed laws either restricting or further protecting reproductive rights. During a wave of anti-abortion violence in the early 1990s, several states also enacted legislation protecting abortion clinics, staff, and patients. One hypothesis drawn from the theoretical literature predicts that these laws provide a deterrent effect and thus fewer anti-abortion crimes in states that protect clinics and reproductive rights. An alternative hypothesis drawn from the literature expects a backlash effect from radical members of the movement and thus more crimes in states with protective legislation. We tested these competing hypotheses by taking advantage of unique data sets that gauge the strength of laws protecting clinics and reproductive rights and that provide self-report victimization data from clinics. Employing logistic regression and controlling for several potential covariates, we found null effects and thus no support for either hypothesis. The null findings were consistent across a number of different types of victimization. Our discussion contextualizes these results in terms of previous research on crimes against abortion providers, discusses alternative explanations for the null findings, and considers the implications for future policy development and research.