Pub Date : 2023-06-08DOI: 10.1080/15377857.2023.2221936
Dušan Vučićević, Siniša Atlagić
Abstract This study analyzes the 2020 Serbian election campaign in the context of institutional conditions of competition in a hybrid regime, comparing it to the regime of Slobodan Milosevic. The authors explore how electoral communication articulates social problems and solutions, and examine the impact of new information and communication technologies on political communication in hybrid regime. Taking into account the specific configuration of the public sphere inherited from the period of Milosević’s rule and the comprehensive application of persuasive techniques, the authors come to several findings regarding electoral communication in Serbia: first, the election campaigns have not reified as a platform for addressing key political and identity issues; second, the development of new information and communication technologies and new means of promotion widen opportunities for propaganda, making hybrid regimes more resilient to internal pressures for democratization; and, third, given the institutional context in which electoral communication takes place, the question arises as to whether, in the institutional context of hybrid communication, one can speak of political marketing as opposed to merely a commercialized variant of political propaganda. The study is based on in-depth interviews with experts, public polls, researchers, and campaign managers.
{"title":"Electoral Political Communication in the Post-Communist Hybrid Regime – The Case of Serbia 2020","authors":"Dušan Vučićević, Siniša Atlagić","doi":"10.1080/15377857.2023.2221936","DOIUrl":"https://doi.org/10.1080/15377857.2023.2221936","url":null,"abstract":"Abstract This study analyzes the 2020 Serbian election campaign in the context of institutional conditions of competition in a hybrid regime, comparing it to the regime of Slobodan Milosevic. The authors explore how electoral communication articulates social problems and solutions, and examine the impact of new information and communication technologies on political communication in hybrid regime. Taking into account the specific configuration of the public sphere inherited from the period of Milosević’s rule and the comprehensive application of persuasive techniques, the authors come to several findings regarding electoral communication in Serbia: first, the election campaigns have not reified as a platform for addressing key political and identity issues; second, the development of new information and communication technologies and new means of promotion widen opportunities for propaganda, making hybrid regimes more resilient to internal pressures for democratization; and, third, given the institutional context in which electoral communication takes place, the question arises as to whether, in the institutional context of hybrid communication, one can speak of political marketing as opposed to merely a commercialized variant of political propaganda. The study is based on in-depth interviews with experts, public polls, researchers, and campaign managers.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59853360","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-23DOI: 10.1080/15377857.2023.2202617
R. Bringula, Ralf Martin R. Tabo, Faye Therese Simone L. Alcazar, Jessy Marie I. Delica, Joyce Emmanuelle A. Sayson
{"title":"YouTube Videos on the Achievements of Presidential Candidates: Sentiment and Content Analysis","authors":"R. Bringula, Ralf Martin R. Tabo, Faye Therese Simone L. Alcazar, Jessy Marie I. Delica, Joyce Emmanuelle A. Sayson","doi":"10.1080/15377857.2023.2202617","DOIUrl":"https://doi.org/10.1080/15377857.2023.2202617","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45659830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-13DOI: 10.1080/15377857.2023.2187508
A. Clarke
{"title":"Faction Brands","authors":"A. Clarke","doi":"10.1080/15377857.2023.2187508","DOIUrl":"https://doi.org/10.1080/15377857.2023.2187508","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42331814","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-24DOI: 10.1080/15377857.2023.2192594
R. Perloff
A Democratic candidate for governor of Pennsylvania trounces an opponent who played a central role in attempts to overturn the state’s 2020 presidential election results. All the election deniers running for secretary of state in key battleground states are sent packing. The Republicans wrest control of the House, but, reversing the near-universal tendency for the president’s party to lose more than 25 House Seats and 4 Senate seats, the Democrats lose just a handful of seats in the House and pick up a seat in the Senate. Abortion plays an outsized role in the election, contributing to the unexpected victory of many Congressional candidates. All these events occurred in the 2022 U.S. midterm election and their effects were important, in some cases politically seismic. As scholars of political marketing, we want to understand the role marketing processes played in the trajectory of these elections. How did candidates brand themselves? What were the psychological processes by which this occurred? What role did media play in persuading voters and how does this comport with theory? What broader implications can we draw about normative democratic theory? Well, if past scholarship in our field is any guide, the answers to these questions will come in a trickle, if they come at all. Campaigns for U.S. midterm Congressional elections, as well as off-year state races and the plethora of local and issue referenda elections, get short shrift in our field, veritable specks of scholarly dust in comparison to the cyclonic sweep of research on the presidential election (Patterson 1993; Perloff 2022). It is a glaring omission. In 2022, approximately $3 billion was spent on more than 4 million broadcast television ads for national and gubernatorial races (Wesleyan Media Project 2022). More broadly, midterm elections, as Busch and Pitney (2021) observed, “are the political equivalent of Festivus: an occasion for the airing of grievances” (p. 153). They have historically flipped control of the legislative chambers to the party out of power and communicated, sometimes quite bluntly, voters’ dissatisfaction with the powers-that-be. Midterm elections can have cataclysmic effects. The 1994 election gave Republicans control of Congress for the first time in more than 40 years, flipped the Clinton agenda on its head with a resounding rejection of health care reform, and was organized around the philosophically conservative, heavily promoted “Contract with America” branded message. Political marketing was obviously a centerpiece in 1994, and the electoral outcome pushed Clinton to triangulate his marketing, moving more to the center in the 1996 presidential contest. Similarly, the 2010 election gave the out-of-power Republicans a major increase in Congressional seats, with marketing and message development focusing around economic problems, Obama’s Affordable Care Act, and the rise of the conservative and controversially populist Tea Party movement. More generally, midter
{"title":"A Cri de Coeur for Political Marketing Research in U.S. Midterm and Off-Year Elections","authors":"R. Perloff","doi":"10.1080/15377857.2023.2192594","DOIUrl":"https://doi.org/10.1080/15377857.2023.2192594","url":null,"abstract":"A Democratic candidate for governor of Pennsylvania trounces an opponent who played a central role in attempts to overturn the state’s 2020 presidential election results. All the election deniers running for secretary of state in key battleground states are sent packing. The Republicans wrest control of the House, but, reversing the near-universal tendency for the president’s party to lose more than 25 House Seats and 4 Senate seats, the Democrats lose just a handful of seats in the House and pick up a seat in the Senate. Abortion plays an outsized role in the election, contributing to the unexpected victory of many Congressional candidates. All these events occurred in the 2022 U.S. midterm election and their effects were important, in some cases politically seismic. As scholars of political marketing, we want to understand the role marketing processes played in the trajectory of these elections. How did candidates brand themselves? What were the psychological processes by which this occurred? What role did media play in persuading voters and how does this comport with theory? What broader implications can we draw about normative democratic theory? Well, if past scholarship in our field is any guide, the answers to these questions will come in a trickle, if they come at all. Campaigns for U.S. midterm Congressional elections, as well as off-year state races and the plethora of local and issue referenda elections, get short shrift in our field, veritable specks of scholarly dust in comparison to the cyclonic sweep of research on the presidential election (Patterson 1993; Perloff 2022). It is a glaring omission. In 2022, approximately $3 billion was spent on more than 4 million broadcast television ads for national and gubernatorial races (Wesleyan Media Project 2022). More broadly, midterm elections, as Busch and Pitney (2021) observed, “are the political equivalent of Festivus: an occasion for the airing of grievances” (p. 153). They have historically flipped control of the legislative chambers to the party out of power and communicated, sometimes quite bluntly, voters’ dissatisfaction with the powers-that-be. Midterm elections can have cataclysmic effects. The 1994 election gave Republicans control of Congress for the first time in more than 40 years, flipped the Clinton agenda on its head with a resounding rejection of health care reform, and was organized around the philosophically conservative, heavily promoted “Contract with America” branded message. Political marketing was obviously a centerpiece in 1994, and the electoral outcome pushed Clinton to triangulate his marketing, moving more to the center in the 1996 presidential contest. Similarly, the 2010 election gave the out-of-power Republicans a major increase in Congressional seats, with marketing and message development focusing around economic problems, Obama’s Affordable Care Act, and the rise of the conservative and controversially populist Tea Party movement. More generally, midter","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"87 - 91"},"PeriodicalIF":1.2,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42309266","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Segmenting Voters by Motivation to Use Social Media and Their Lifestyle for Political Engagement","authors":"Vagia Mochla, Georgios Tsourvakas, Iakovos Stoubos","doi":"10.1080/15377857.2023.2168831","DOIUrl":"https://doi.org/10.1080/15377857.2023.2168831","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47946864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-13DOI: 10.1080/15377857.2023.2168832
Tomás Baviera, Lorena Cano-Orón, Dafne Calvo
{"title":"Tailored Messages in the Feed? Political Microtargeting on Facebook during the 2019 General Elections in Spain","authors":"Tomás Baviera, Lorena Cano-Orón, Dafne Calvo","doi":"10.1080/15377857.2023.2168832","DOIUrl":"https://doi.org/10.1080/15377857.2023.2168832","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47320286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-10DOI: 10.1080/15377857.2023.2168830
Jihene Ben Lazreg, Wafa M’Sallem
{"title":"Exploring Factors Affecting Voters’ Participation in a Presidential Campaign: A Qualitative Study in a Post-Revolutionary Society","authors":"Jihene Ben Lazreg, Wafa M’Sallem","doi":"10.1080/15377857.2023.2168830","DOIUrl":"https://doi.org/10.1080/15377857.2023.2168830","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"1 1","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59853312","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-05DOI: 10.1080/15377857.2023.2175102
K. Dommett, Samuel A. Mensah, Junyan Zhu, T. Stafford, Nikolaos Aletras
{"title":"Is There a Permanent Campaign for Online Political Advertising? Investigating Partisan and Non-Party Campaign Activity in the UK between 2018–2021","authors":"K. Dommett, Samuel A. Mensah, Junyan Zhu, T. Stafford, Nikolaos Aletras","doi":"10.1080/15377857.2023.2175102","DOIUrl":"https://doi.org/10.1080/15377857.2023.2175102","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44387017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-03DOI: 10.1080/15377857.2023.2165214
Vagia Mochla, George Tsourvakas, M. Vlachopoulou
{"title":"Positioning a Personal Political Brand on YouTube with Points of Different Visual Storytelling","authors":"Vagia Mochla, George Tsourvakas, M. Vlachopoulou","doi":"10.1080/15377857.2023.2165214","DOIUrl":"https://doi.org/10.1080/15377857.2023.2165214","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42567728","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/15377857.2020.1726061
{"title":"Notice of duplicate publication: Exploring Personal Political Brands of Iceland’s Parliamentarians","authors":"","doi":"10.1080/15377857.2020.1726061","DOIUrl":"https://doi.org/10.1080/15377857.2020.1726061","url":null,"abstract":"","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"22 1","pages":"i - i"},"PeriodicalIF":1.2,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2020.1726061","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45279344","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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