Abstract
Basing on Habermas' 'theory of communicative action' (TCA), the paper bestows a detailed reading to a number of ethical dimensions in the activities of the political marketing mix. TCA is a philosophical theory that seeks to establish ethical grounds for proper communication between actors, and extends the paradigm to integrate the life-world and social system to reorient the project of enlightenment. Given its emphasis on law, human rights, democracy and morality, TCA operates as an eligible ethical framework. Consequently, the paper offers a new reading to the political marketing mix, landing on a new model that embodies a number of alterations. The new construct is 'reciprocal persuasion' to the product, communication, and news-management functions. Moreover, the model inserts the life-world as a new function to the mix, which includes cultural values, rational communication, and reciprocal persuasion. Thus, the new model affirms the significance of consensus between political actors. Finally, the model eliminates the functions of fund-raising and parallel-campaign management from the mix, due to major conflicts with TCA.
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