Political Marketing in Canada

Edited by Alex Marland, Thierry Giasson, and Jennifer Lees-Marshment

  • $35.95s paperback (9780774822299) Add to Cart
  • hardcover not available
  • Published: July 2012
  • Subject Listing: Media Studies
  • Bibliographic information: 320 pp., 80 illus., 6 x 9 in.
  • Territorial rights: U.S. rights only
  • Distributed for: UBC Press
  • Contents

Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Are these strategies making politicians and governments more responsive to voters’ needs, or do they pose a threat to democracy? Through case studies that range from the resurrection of the Conservative Party to Tim Hortons as a political brand, this volume shows that the consequences of political marketing in Canada have been profound. Citizens are now viewed as consumers, and platforms and promises have been repackaged as products. Whether this trend is positive or negative depends on how politicians and governments carry out political marketing - and its promises - in practice.

Alex Marland is an assistant professor in the Department of Political Science at Memorial University of Newfoundland. Thierry Giasson is an associate professor in the Communication and Information Department at Universite Laval. Jennifer Lees-Marshment is senior lecturer in the Department of Political Studies at the University of Auckland, New Zealand.