Skip to content
Register Sign in Wishlist

Consumer Democracy
The Marketing of Politics

$98.00 (P)

Part of Communication, Society and Politics

  • Date Published: February 2014
  • availability: Available
  • format: Hardback
  • isbn: 9780521836685

$ 98.00 (P)

Add to cart Add to wishlist

Other available formats:
Paperback, eBook

Looking for an examination copy?

If you are interested in the title for your course we can consider offering an examination copy. To register your interest please contact providing details of the course you are teaching.

Product filter button
About the Authors
  • This 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 and feel matters; and, just as in commercial markets, structure is key – the type of political marketing will be affected by the conditions of competition.

    • Highlights the importance of political marketing literacy that is the equivalent in politics to media literacy in media studies
    • Links concerns about political communication to fundamental issues of democratic design
    • Seeks to understand campaigner practitioner perspectives in the light of academic (political science and political communication) perspectives and concerns about modern politics
    • Focuses on political campaigning in US and UK - but is informed by a broader international framework of campaigning trends around the democratic world
    Read more

    Reviews & endorsements

    "Scammell’s outstanding book introduces marketing theory, with a particular focus on branding theory, to political researchers who may otherwise be unfamiliar with its concepts and framework. Scammell skillfully lays out the logic behind these theories and applies them to political campaigns, offering valuable insight. She then presents a normative argument encouraging the acceptance of political marketing while acknowledging the misgivings of many observers."
    Kyle Mattes, Political Communication

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity


    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?


    Product details

    • Date Published: February 2014
    • format: Hardback
    • isbn: 9780521836685
    • length: 240 pages
    • dimensions: 216 x 140 x 17 mm
    • weight: 0.39kg
    • availability: Available
  • Table of Contents

    Preface: the US presidential election of 2012
    1. Political marketing: why it matters
    2. Political marketers: who are they and what do they think they are doing?
    3. Political brands: the latest stage of political marketing and the case of Tony Blair
    4. George W. Bush: the ultimate brand?
    5. Campaigning effects: how do they know what works?
    6. Citizen consumers, political marketing and democracy
    Conclusion: hope not fear.

  • Author

    Margaret Scammell, London School of Economics and Political Science
    Margaret Scammell is currently lecturer in media and communications at the London School of Economics and Political Science (LSE). Prior to her time at the LSE, she worked as a lecturer at the University of Liverpool and as a research fellow at the Joan Shorenstein Center on the Press, Politics and Public Policy at the John F. Kennedy School of Government, Harvard University. She worked as a local, sports, and politics journalist for a number of news organizations before receiving her PhD at the LSE. Her book Designer Politics (1995) became a standard reference for use of marketing and public relations in the United Kingdom. She has published widely on many aspects of political communication, including political campaigning, Americanization of campaigning worldwide, government and news management, consumer activism, and the appropriate role of media in democracies. She is the co-author of On Message: Communicating (1999), The Media, Journalism and Democracy (2000) and the Sage Handbook of Political Communication (2012).

Sign In

Please sign in to access your account


Not already registered? Create an account now. ×

Sorry, this resource is locked

Please register or sign in to request access. If you are having problems accessing these resources please email

Register Sign in
Please note that this file is password protected. You will be asked to input your password on the next screen.

» Proceed

You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner Please see the permission section of the catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Continue ×

Find content that relates to you

Join us online

This site uses cookies to improve your experience. Read more Close

Are you sure you want to delete your account?

This cannot be undone.


Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

Please fill in the required fields in your feedback submission.