| Título: | Canadian Political Consultants' Perspectives about Political Marketing |
| Autores: |
Lees-Marshment, Jennifer Marland, Alex; Memorial University of Newfoundland |
| Fecha: | 2012-07-03 |
| Publicador: | Canadian Journal of Comumunication |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article research-article info:eu-repo/semantics/publishedVersion |
| Tema: |
Communication Political consulting; Political marketing; Political communication; Democracy; Canada |
| Descripción: | This research in brief explores Canadian political consultants’ practices in political marketing, exploring whether they are, as democratic critiques of marketing often argue, encouraging politics to become poll-driven, and whether they fit into previous international studies on consultants in other countries, especially the United States. Drawing upon qualitative data collected from interviews with key practitioners in Canada and from Canadian news sources, it considers how political consultants utilize market research, communication, and strategy. It also considers the potential impact of the use of political consultants on politicians’ decisions and leadership. It concludes that Canadian political marketing does not fit into an idealistic, realistic, or cynical view of political marketing but is a more complex synthesis and thus the democratic impact is more varied and debatable.La présente recherche explore les pratiques de marketing politique des consultants politiques canadiens. Se basant sur les critiques souvent formulées au marketing politique à l’égard de sa portée démocratique, nous nous demandons si les consultants encouragent la dynamique d’une politique menée par les sondages. À partir d’entretiens avec des praticiens canadiens et d’analyses de bulletins d’information et d’articles de journaux, nous examinons la façon dont les consultants déploient la recherche de marché, les communications et les stratégies dans le cadre de leur fonction. La recherche considère également les impacts du recours aux consultants sur le leadership des politiciens. En conclusion, les implications du marketing politique sur la démocratie canadienne sont complexes; elles ne correspondent ni à une vision idéale, ni à une vision cynique. |
| Idioma: | Inglés |
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