Political Marketing and the Election of 2020

Book Description

This book examines the 2020 campaign and election in the United States of America from the perspective of political marketing, always intrinsic to democratic elections. Whether focused on the development of campaign strategy, its implementation via various communication media, or how well that communication resonates and mobilizes the electorate, marketing is central to political campaigning.

The election of 2020 was arguably one of the most unique in recent memory. The campaign took place in a context which included a pandemic that prevented normal campaigning for much of the year, a historically unpopular and polarizing incumbent president and continued adaptation on the part of all political actors and citizens to a rapidly changing communication environment. Chapters in this book, by well-respected scholars in the field, focus on various aspects this reality. This includes discussion of how candidates use various social media platforms, what effects the social media campaign have on citizens and legacy media, as well as how marketing efforts on the affected citizens.

Political Marketing and the Election of 2020 will interest students, scholars and researchers of political marketing, political communication, parties and elections, and American politics. The chapters in this book were originally published in the Journal of Political Marketing.