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La physionomie de nos sociétés dépend de vendeurs et d'acheteurs qui ne se rencontrent plus comme autrefois sur les marchés de plein air ou dans les ateliers des artisans. Depuis un siècle, les articles jugés sur pièce ont fait place à des "produits" préemballés, bardés de marques et poussés à travers des "canaux de distribution" matériels et médiatiques ; les clients sont devenus des "consommateurs". Ajustant chaque jour la production à la consommation et la consommation à la production, le marketing est loin d'être un simple intermédiaire : il exerce une influence profonde, nourrie de toutes les sciences sociales, y compris dans la sphère intime, en politique et à l'université. La société tout entière est "orientée-marché", sous la bénédiction de l'État et malgré bien des réticences individuelles. Avec le management, le marketing a fait de l'entreprise l'institution cardinale de notre époque, dont notre survie dépend toujours davantage. Bien mieux que la science économique, la rationalité marketing permet de comprendre intimement les entreprises et les marchés. Et pourtant, l'histoire de ce savoir pratique indispensable au bon fonctionnement du capitalisme reste méconnue.

Marketing --- History. --- Social aspects --- Political aspects. --- Marketing - History --- Marketing - Social aspects --- Marketing - Political aspects --- Histoire --- Aspect social --- Aspect politique

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Advertising. Public relations --- Political sociology --- Campaign management. --- Political campaigns. --- Marketing --- Campagnes électorales --- Propagande électorale --- Political aspects --- Gestion --- Aspect politique --- Campaign management --- Political campaigns --- Political aspects. --- Campagnes électorales --- Propagande électorale --- Marketing politique --- Marketing - Political aspects --- Pratiques politiques

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Analyse de l'espace professionnel de la communication politique institutionnelle comme un monde multiple. Les chercheurs font le point sur le travail de légitimation des décisions politiques sous l'angle de la communication publique. ©Electre 2015

Communication in politics --- Government publicity --- Communication politique --- Information d'Etat --- Communication in public administration --- Marketing --- Political aspects --- Communication in politics - France --- Communication in public administration - France --- Marketing - Political aspects - France

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"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"-- 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 favoredelectoral 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 ideas to 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."--

Taal en politiek. --- Politiek --- Political participation --- Communication in politics --- Social media --- Marketing --- Public opinion --- Taalgebruik --- Sociale media. --- Technological innovations. --- Political aspects. --- Technological innovations --- Political aspects --- Political sociology --- Applied marketing --- Opinion, Public --- Perception, Public --- Popular opinion --- Public perception --- Public perceptions --- Judgment --- Social psychology --- Attitude (Psychology) --- Focus groups --- Reputation --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- User-generated media --- Communication --- User-generated content --- Political communication --- Political science --- Citizen participation --- Community action --- Community involvement --- Community participation --- Involvement, Community --- Mass political behavior --- Participation, Citizen --- Participation, Community --- Participation, Political --- Political activity --- Political behavior --- Political rights --- Social participation --- Political activists --- Politics, Practical --- Political participation - Technological innovations --- Communication in politics - Technological innovations --- Social media - Political aspects --- Marketing - Political aspects --- Public opinion - Political aspects