Political Culture and Perception of Political Marketing Tools: A Cross-Generational Comparison

Abstract

This study explores differences in political culture and perceptions of political marketing between generations. Growing educational level is significant in transforming individuals' political culture. Changes are assumed to affect younger more than older generations. The authors use a random sample of 301 respondents. Statistical techniques are employed for the data analysis. In order for political marketing to play a leading role in the political education of the younger generation, it has to be trusted and ahead of the emerging political culture. The results do not support the hypothesis about the cross-generational differences in perceptions of political marketing. This means that we have to reconsider the way political marketing has been employed so far in Greece.