The Role of Communication in the Process of Forming Market-Oriented Party (Mop): Its Importance and Approaches

Koay Hean Wei,Khairiah Salwa Mokhtar

doi:10.22610/jevr.v12i1(v).3240

Koay Hean Wei, Khairiah Salwa Mokhtar

Open Access

https://doi.org/10.22610/jevr.v12i1(v).3240

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Abstract

This paper discusses the role of communication in the process of market-oriented political modeling. Our theoretical framework benefits from the idea of Lees-Marshment’s model, there are three types of parties that can help meet voters’ needs: product-oriented party (POP), sales-oriented party (SOP) and market-oriented party (MOP). The focus here is MOP, which means developing political policies on the ground of voters’ needs to gain from the voter “market”. The MOP approach relies heavily on effective party-voter communication, before, during and after an election. Specifically, the communication aspect in the process of the MOP approach is discussed, which covers political marketing as a social or communication process in image-building and different approaches in such communication. Various communication modes in gathering voter information are compared in terms of advantages and disadvantages, especially in trust-building and two-way (both verbal and non-verbal) communications. Lastly, a section related to political canvassing is also presented.

Highlights

Political marketing is believed to be the most effective way to communicate with voters in promoting the image of political parties and candidates in an election
This study investigates the political marketing model based on the research in political parties and candidates in Penang. This state (Penang)
Political Marketing: According to Harrop (1990), political marketing is a global phenomenon in which parties from all corners of the world engage to a certain extent

Summary

Introduction

Political marketing is believed to be the most effective way to communicate with voters in promoting the image of political parties and candidates in an election. Political Marketing: According to Harrop (1990), political marketing is a global phenomenon in which parties from all corners of the world engage to a certain extent It is based on the results in marketing research and covers everything related to a party’s positioning in the voting market. Election campaign seems to do more to persuade voters to vote for them rather than focus on efforts of political parties to serve the voters (Manikas & Thornton, 2003) These phenomena show that political parties in Malaysia need to strengthen the marketing aspect and embrace the political marketing model to adapt to this new era. Having introduced the meaning of political marketing, we will examine the communication process of political marketing

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