Abstract
Academic considerations on the topic of political marketing very often boil down to discussing the political history of the 20th and 21st centuries, while failing to account for the significant changes in the range of instruments used to implement election strategies. However, the academic discussion about political marketing as an applied sub-discipline should take into account some mechanisms for accomplishing specified tasks. Therefore, the purpose of this paper is to fill this gap and try to examine the influence of the tools based on big data on the broad picture of what we name marketing activities in the field of politics. We would like to present readers with our hypothesis that the profound changes in this area that were particularly noticeable in the election and referendum campaigns in 2016 may provide a premise to identify a new paradigm in the discussion on the use of marketing strategies in political communication. It would be based on the Internet combining the function of a communication channel and a source of data about voters. This information is next used for marketing purposes. It should be emphasized that this mechanism that has been used in the field of commercial activities for almost a decade, in the field of politics produces completely new and potentially dangerous consequences for citizens
Highlights
The history of political marketing is the political history of the United States from the 1950s
Is the use of big data for the purpose of gaining an increasingly efficient influence on voters dangerous as such, or are we more concerned that the possibilities big data offer will be used by those political options we deem to be potentially dangerous or unpredictable when elected? is there a relation between the rise of populist movements and new forms of political marketing; or rather, as has been the case so far, the tested and effective techniques of commercial marketing have been adapted to political marketing, following the logic of technological progress?
The initial hypothesis that it is necessary to make an academic distinction of a new paradigm in studies on political marketing follows from the analysis of election and referendum practices in 2016
Summary
The history of political marketing is the political history of the United States from the 1950s. The prevailing view was that the efficiency of commercials depends more on addressing a specific message at the right segment of the electorate rather than implementing the catch-all principle This is not to mean that television played a less prominent role in the communication between politicians and voters than before, but it became technically possible to process the feedback, obtained in the form of survey results and focus group studies, in more and more detail. We are analyzing a reality which is changing dynamically, leading to a question whether modern political marketing is undergoing a qualitative change, related to the use of the new technologies of collecting data on voters, and the possibilities of generating individual messages to them; and whether confirming that this change is taking place translates into the need to describe a new stage in the development of political marketing campaigns. Is the use of big data for the purpose of gaining an increasingly efficient influence on voters dangerous as such, or are we more concerned that the possibilities big data offer will be used by those political options we deem to be potentially dangerous or unpredictable when elected? is there a relation between the rise of populist movements and new forms of political marketing; or rather, as has been the case so far, the tested and effective techniques of commercial marketing have been adapted to political marketing, following the logic of technological progress?
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