Celebrity and the American Political Process
Integrated Marketing Communication
Abstract
Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.
- Kapitel Ausklappen | EinklappenSeiten
- 1–42 Part I 1–42
- 43–104 Part II 43–104
- 105–106 Epilogue 105–106
- 107–116 Appendix A 107–116
- 117–120 Index 117–120
- 121–122 About the Author 121–122