Consumer Democracy The Marketing of Politics Scammell Hardback 9780521836685

Consumer DemocracyThe Marketing of Politics\nAuthor(s): Margaret Scammell\nFormat: Hardback\nPublisher: Cambridge University Press, United Kingdom\nImprint: Cambridge University Press\nISBN-13: 9780521836685, 978-0521836685\nSynopsis\nThis book argues that marketing is inherent in competitive democracy, explaining how we can make the consumer nature of competitive democracy better and more democratic. Margaret Scammell argues that consumer democracy should not be assumed to be inherently antithetical to 'proper' political discourse and debate about the common good. Instead, Scammell argues that we should seek to understand it - to create marketing-literate criticism that can distinguish between democratically good and bad campaigns, and between shallow, cynical packaging and campaigns that at least aspire to be responsive, engender citizen participation, and enable accountability. Further, we can take important lessons from commercial marketing: enjoyment matters; what citizens think.