Political marketing in the 2020 U.S. presidential election / Jamie Gillies, editor.
Gillies, Jamie, editor.
2022
JF2112.A4 P65 2022eb
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Title
Political marketing in the 2020 U.S. presidential election / Jamie Gillies, editor.
ISBN
9783030865597 (electronic bk.)
3030865592 (electronic bk.)
9783030865580
3030865584
DOI
https://doi.org/10.1007/978-3-030-86559-7
Published
Cham : Palgrave Macmillan, [2022]
Copyright
©2022
Language
English
Description
1 online resource (xv, 150 pages) : illustrations (chiefly color)
Item Number
10.1007/978-3-030-86559-7 doi
Call Number
JF2112.A4 P65 2022eb
Dewey Decimal Classification
324.7/3097309052
Summary
This book focuses on the U.S. presidential election spectacle, from the primaries through to the November 2020 election and the subsequent events leading up to the inauguration of Joe Biden as the 46th president. A follow-up to Political Marketing in the 2016 U.S. Presidential Election, it uniquely focuses on the political marketing and branding strategies of presidential candidates, with particular attention to how those strategies have changed since the 2016 election. The 2020 election was as much about a continuous strategy of targeting and maintaining voter enthusiasm as it was about swaying undecided voters in the electorate, distinguishing it from the horserace and implications of vote targeting in 2016. Donald Trump had a base of support that was unwavering. Likewise, Joe Biden and the Democrats counted on the same proportion of the electorate to vote against Trump. The election was also a harbinger of major new branding and marketing strategies, including innovative uses of social media and direct appeals to voters. This book presents diverse scholarly perspectives and research, with practitioner-relevant content on practices and discourses that will advance our current understandings of political marketing theories. Jamie Gillies is Associate Professor of Communications and Public Policy and Executive Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, New Brunswick, Canada. He is the editor of Political Marketing in the 2016 U.S. Presidential Election (2017) and co-editor of Political Marketing in the 2019 Canadian Federal Election (2019).
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on online resource; title from resource home page (EBSCOhost, viewed November 14, 2022).
Added Author
Gillies, Jamie, editor.
Series
Palgrave studies in political marketing and management.
Available in Other Form
Political marketing in the 2020 U.S. Presidential Election.
Linked Resources
Online Access
Record Appears in
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All Resources
1. Introduction: The Right Candidate at the Worst Time / Jamie Gillies
2. Playing Catch Up from a Basement in Delaware: How the Biden Campaign Marketed Joe / Jamie Gillies
3. Replicating The 2016 "Lightning in a Bottle" Political Moment: Biden, Trump and Winning the U.S. Presidency / Vincent Raynauld and André Turcotte
4. The 2020 Campaign: Candidates in a New World / Neil Bendle and Purushottam Papatla
5. Trumps Marketing Strategy and Communication in Government and the 2020 Election: Failing to Adjust to the White House and Governing / Edward Elder and Jennifer Lees-Marshment
6. Democracy and Disinformation: An Analysis of Trumps 2020 Reelection Campaign / Brian Conley
7. Donald Trump: The Brand, the Disjunctive Leader and Brand Ethics / Kenneth Cosgrove
8. Trump, Populism and the Pandemic / Robert Busby
9. Conclusion: The 2020 Election and Aftermath was One for the Ages / Jamie Gillies.

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