komunikacja polityczna; wyborca jako konsument; marketing polityczny
Wydawnictwo Uniwersytetu Śląskiego
U. Swadźba, R. Cekiera, M. Żak (red.), "Praca - konsumpcja - przedsiębiorczość : świadomość ekonomiczna młodego pokolenia" (S. 325-336). Katowice : Wydawnictwo Uniwersytetu Śląskiego
The main focus of the analysis carried out in this article is the relationship between
a voter and a consumer as a political actor, which is only one of many elements of the
process of political communication. The application of marketing techniques while recruiting
political decision makers, like all techniques of persuasion, is thought to be of
the interest of the sociology of politics in general, and the sociology of political behaviour
in particular. The issue of voter as a consumer of political communication should
primarily be considered as the influence of persuasion, or unfortunately sometimes
even more or less sophisticated manipulation, on the political behaviour of citizens.
While studying political phenomena, sociology must not be restricted to the analysis
of social structures, the organization of political parties and the professionalization
of politics, but shall also make a direct reference to a real social behaviour. Electoral
behaviours are subject to sociological, psychological and economical research.