Political Marketing and the Election of 2020
- Available for pre-order on May 29, 2023. Item will ship after June 19, 2023
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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.
Table of Contents
Introduction: Political Marketing and the Election of 2020
Jody C Baumgartner
1. On Political Brands: A Systematic Review of the Literature
Sigge Winther Nielsen
2. A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns
Terri L. Towner and Caroline Lego Muñoz
3. Marketing Female Candidates as "Women": Gender and Partisanship’s Influence on Issue Discussion on Twitter in 2020
Heather K. Evans
4. Tipping the Twitter vs. News Media Scale? Conducting a Third Assessment of Intermedia Agenda-Setting Effects during the Presidential Nomination Season
Bethany Anne Conway, Eric Tsetsi, Kate Kenskia and YotamShmargad
5. An Application of Psychological Reactance Theory to College Student Voter Registration and Mobilization
Tobias Reynolds-Tylus and Dan Schill
6. Candidate Evaluations and Social Media Following during the 2020 Presidential Campaign
Kate Kenski, Dam Hee Kim and S. Mo Jones-Jang
Afterword: Political Marketing, the 2022 Midterms and Future Campaigns
Bruce I. Newman and Jody C Baumgartner
Jody C Baumgartner is the Thomas Harriot College of Arts and Sciences Distinguished Professor of Political Science at East Carolina University. He received his Ph.D. in political science from Miami University in 1998, specializing in the study of campaigns and elections. He has been at ECU since 2003. Baumgartner has authored or edited 11 books, numerous journal articles and book chapters, individually or in collaboration with others, on political humor, the vice presidency, and other subjects.
Bruce I. Newman is Professor of Marketing and Wicklander Fellow in Business Ethics in the Department of Marketing, Kellstadt Graduate School of Business at DePaul University. Dr. Newman is the author/editor of several books and articles on political marketing, most recently Brand (2018 with Todd P. Newman); The Marketing Revolution in Politics (2016), and The Marketing of the President (1994). He is the Editor-in-Chief of the Journal of Political Marketing, and former advisor to the Clinton White House in 1995-96.