Merkovity Norbert: Kommunikáció és marketing a politikában : a politikai kommunikáció és a politikai marketing néhány eltérő tulajdonsága. In: Acta Universitatis Szegediensis : acta juridica et politica : publicationes doctorandorum juridicorum, (7) 1-15. pp. 183-210. (2007)
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Absztrakt (kivonat)
Hearing the term 'political communication', the everyday man tends think about a dark room full of consultants, who are to decide what will be the scandals of the next period, or in other cases they may try to find the way of how to sell a decision, a party or a politician to the vox populi. In everyday conversations these actions are equal to the concept of political communication. But from a scientific point of view we are talking about two separate terms. This study focuses on the scientific distinction between political communication and political marketing. In the first half of article I attempt to review some basic elements of political communication, such as theory, its actors, political language, media and politics in order to see how they work in a scientific environment and in everyday life. In the following chapter I examine political marketing from the same point of view, particularly its theory, politics as specific product, party marketing, electoral marketing and the marketing of authority. Finally, I overview the differences between political communication and political marketing. We will see that the two concepts are different regarding the number of the team members, their philosophy, logics, strategy and applied tools. They are also distinct in the way how they associate with the media and the electors. For example, while political communication interacts with the media and the electors, political marketing wants to be present in the media, it wants to rule over it, because there is no political campaign without media campaign. And as far as the electors are concerned, political marketing wants to sell them its product. The answer, why these two concepts — political communication and political marketing — are not separated in everyday life and sometimes even in social sciences, too, is that neither of them has its own master theory, terminus technicus, and they do not have a clearly defined field of research. Maybe it will be a challenge for the next generation of political science researchers to clarify the differences between these two concepts.
| Mű típusa: | Cikk, tanulmány, mű |
|---|---|
| Egyéb cím: | Communication and marketing in politics |
| Befoglaló folyóirat/kiadvány címe: | Acta Universitatis Szegediensis : acta juridica et politica : publicationes doctorandorum juridicorum |
| Dátum: | 2007 |
| Kötet: | 7 |
| Szám: | 1-15 |
| ISSN: | 0324-6523 |
| Oldalak: | pp. 183-210 |
| Nyelv: | magyar , angol |
| Kiadás helye: | Szeged |
| Befoglaló mű URL: | http://acta.bibl.u-szeged.hu/37963/ |
| Kulcsszavak: | Politikatudomány, Kommunikáció - politikai, Marketing - politikai |
| Megjegyzések: | Bibliogr. a lábjegyzetekben ; összefoglalás angol nyelven |
| Szakterület: | 05. Társadalomtudományok 05. Társadalomtudományok > 05.06. Politikatudomány |
| Feltöltés dátuma: | 2016. okt. 15. 11:12 |
| Utolsó módosítás: | 2025. már. 19. 13:24 |
| URI: | http://acta.bibl.u-szeged.hu/id/eprint/7583 |
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