Election Campaigning in East and Southeast Asia : Globalization of Political Marketing book cover
1st Edition

Election Campaigning in East and Southeast Asia
Globalization of Political Marketing

ISBN 9781138278134
Published March 29, 2017 by Routledge
166 Pages

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Book Description

At the end of the last century, political marketing appeared to have become a global phenomenon with an increasing number of electoral campaigns resembling those of the United States. Comparative research has shown the existence of a so-called 'Americanization' of election campaign practices. This book examines the nature of electoral campaigns in East and Southeast Asia. Based on the analyses of developments in Japan, Taiwan, South Korea, Malaysia, and the Philippines, it examines whether there is an 'Asian style' of election campaigning. Contributing to the fields of media studies and comparative politics, the book offers an insight into the various changes in election campaigning that occurred in the East and Southeast Asia during the process of democratization and modernization. It sheds new light on the causes and consequences of the worldwide proliferation of US election campaigning and provides the academic world with previously unpublished material on the electoral strategies of Asian political parties.

Table of Contents

Contents: Preface; The globalization of political marketing: an introduction, Christian Schafferer; Electoral campaigning in Japan, Christian Schafferer with Kawakami Kazuhisa; Electoral campaigning in Taiwan, Christian Schafferer; Electoral campaigning in Malaysia, Lim Hong Hai and Ong Kian Ming; Electoral campaigning in the Philippines, Julio Teehankee; Is there an Asian style of electoral campaigning?, Christian Schafferer; Bibliography; Index.

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Christian Schafferer is Associate Professor of International Trade at The Overseas Chinese Institute of Technology in Taiwan. His research interests include East Asian politics and the globalization of political marketing. He has authored numerous articles and books on the subject of politics and election campaigning in Asia.


'Political campaigning in Pacific Asia is a new field and this book will help to set the agenda for future research. A valuable comparative study that should be of interest to anyone studying democratisation in the region.' Peter Ferdinand, Warwick University, UK 'Christian Schafferer's timely edited volume marks one of the first attempts to study [Asian election processes and marketing techniques] systematically.' Pacific Affairs