Wyborca jako konsument komunikacji politycznej. Analiza socjologiczna

Abstract

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.