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The citizen marketer : promoting political opinion in the social media age

Author: Joel Penney
Publisher: New York : Oxford University Press, [2017] ©2017
Series: Oxford studies in digital politics
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral
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Document Type: Book
All Authors / Contributors: Joel Penney
ISBN: 9780190658052 0190658053 9780190658069 0190658061
OCLC Number: 1003278212
Description: xi, 246 pages ; 25 cm.
Contents: The citizen marketer approach to political action --
The historical lineage of the citizen marketer --
Self-labeled and visible identities --
Political fans and cheerleaders --
News spreaders and agenda-setters --
Towards a critical literacy of the citizen marketer approach --
Methodological appendix
Series Title: Oxford studies in digital politics
Responsibility: Joel Penney

Abstract:

From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideasto the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation. "

This book looks at the phenomenon of the citizen marketer. The citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profiles, tweeting links to news articles to raise awareness about issues, sharing politically-charged internet memes, and displaying merchandise that promotes a favored electoral candidate or cause. These practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they inject political ideas into popular culture. The book argues that citizens view such activities with regard to how they may shape or influence outcomes, and as statements of personal identity. Marketing is a dirty word in certain critical circles, particularly among segments of the left that have identified neoliberal market logics as a focus of political struggle. At the same time, some of these critics have pushed back against the forces of neoliberal capitalism by co-opting its marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures"

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"Solid scholarship. Recommended." - CHOICE"This is a must-read book for anyone looking to understand the ways that citizens are taking up the marketing of political candidates and causes in the Read more...

 
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