Washington’s Space Cadets: The Centrality of Polling, Computer and Other Technologies in US Politics Today

Nicholas J. O’Shaughnessy

Chapter 8 in The Phenomenon of Political Marketing, 1990, pp 150-181 from Palgrave Macmillan

Abstract: Abstract The advent of the computer enables a greater clarity of segmentation, and illustrates both the transforming power and political consequence of the new technology and the indispensability of professional advice, with real power going to those who purvey it; the right with their business linkages became the first fully to integrate such technologies. Political marketing and its antecedent, propaganda, are really technology-led, and such technology demands the leasing of a specialised expertise which has to be paid for. The progress is towards the elusive ideal of ever-refined segmentation. For segmentation is a key element in marketing since we derive our political identity from major social groupings we belong to.

Keywords: Television Advertising; Direct Mail; Issue Position; Marketing Approach; Political Market (search for similar items in EconPapers)
Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-10352-2_8

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DOI: 10.1007/978-1-349-10352-2_8

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