Marketing para el liderazgo político y social
Marketing para el liderazgo político y social

Author: Ricardo Homs

Publisher: GRIJALBO

Published: 2013-05-01

Total Pages: 240

ISBN-13: 6073114990

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Este libro plantea la necesidad de que México construya su propio modelo de marketing político, que se adecue a las condiciones sociales, políticas y democráticas actuales. Nuestra incipiente democracia y los procesos electorales altamente competitivos que de ella se derivan, ha traído consigo la importación de modelos de marketing político propios de la cultura norteamericana. Así, vemos proliferar las campañas donde los candidatos a puestos de elección popular son exhibidos como "productos" y "marcas", resaltando más que nada su imagen personal y resumiendo su presunta capacidad en frases huecas pero impactantes desde el punto de vista publicitario. La meta de este tipo de marketing no es otra que obtener el voto no razonado e inducido por el impulso, lo cual tiene como consecuencia decisiones apresuradas, falta de lealtad del electorado y, posteriormente, expectativas frustradas. Ante esta situación, Ricardo Homs, reconocido experto en liderazgo y marketing político, plantea en este libro la necesidad de que en nuestro país las campañas electorales correspondan a la democracia que estamos construyendo. No se trata de renunciar al marketing político, sino de crear un modelo propio anclado en nuestros valores sociales y culturales e inmerso en la realidad cotidiana que impacta hoy la vida del ciudadano. Marketing para el liderazgo político y social expone, precisamente, este nuevo modelo. Con bases teóricas muy sólidas, apelando más a la "inteligencia social" que a la "inteligencia emocional" y utilizando un estilo llano y nítido que capta la atención de todo el mundo, el autor ha escrito un libro de gran utilidad, casi un manual; sin duda será un apoyo imprescindible para los profesionales de la política y de gran ayuda y orientación para el ciudadano que exige de sus gobernantes respuestas claras y eficaces. El Dr. Bruce Newman, prologuista de este libro, es uno de los más destacados consultores en marketing político. Fue el estratega de las campañas de Bill Clinton y asesor electoral de Lech Walesa.

Liderazgo Político
Liderazgo Político

Author: José Luis Cubero-Somed

Publisher:

Published: 2020-11-25

Total Pages: 88

ISBN-13:

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¿Por qué este libro? He podido constatar que existen distintos tipos de líderes, me refiero a líderes políticos -pero pudiera ser extensible también a otros- con características diferentes, es decir, los hay Comunicadores, Mediáticos o Carismáticos, por lo que me ha parecido adecuado publicar este libro, para mostrar, a las personas interesadas en esta materia, como el Análisis de Redes Sociales, con tecnologías Big Data, puede ayudar a identificar estos tipos de Liderazgo. Y para ello, he adaptado un Caso de Estudio, basado en el análisis de los debates que tuvieron lugar en España, durante la campaña electoral de las Elecciones Generales de 2019.

Presidential Campaigning in the Internet Age
Presidential Campaigning in the Internet Age

Author: Jennifer Stromer-Galley

Publisher: Oxford Studies in Digital Poli

Published: 2019

Total Pages: 305

ISBN-13: 0190694041

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As the plugged-in presidential campaign has arguably reached maturity, Presidential Campaigning in the Internet Age challenges popular claims about the democratizing effect of Digital Communication Technologies (DCTs). Analyzing campaign strategies, structures, and tactics from the past six presidential election cycles, Stromer-Galley reveals how, for all their vaunted inclusivity and tantalizing promise of increased two-way communication between candidates and the individuals who support them, DCTs have done little to change the fundamental dynamics of campaigns. The expansion of new technologies has presented candidates with greater opportunities to micro-target potential voters, cheaper and easier ways to raise money, and faster and more innovative ways to respond to opponents. The need for communication control and management, however, has made campaigns slow and loathe to experiment with truly interactive internet communication technologies. Citizen involvement in the campaign historically has been and, as this book shows, continues to be a means to an end: winning the election for the candidate. For all the proliferation of apps to download, polls to click, videos to watch, and messages to forward, the decidedly undemocratic view of controlled interactivity is how most campaigns continue to operate. In the fully revised second edition, Presidential Campaigning in the Internet Age examines election cycles from 1996, when the World Wide Web was first used for presidential campaigning, through 2016 when campaigns had the full power of advertising on social media sites. As the book charts changes in internet communication technologies, it shows how, even as campaigns have moved from a mass mediated to a networked paradigm, the possibilities these shifts in interactivity seem to promise for citizen input and empowerment remain farther than a click away.

Visual Political Communication
Visual Political Communication

Author: Anastasia Veneti

Publisher: Springer

Published: 2019-06-20

Total Pages: 294

ISBN-13: 3030187292

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This book offers a theoretically driven, empirically grounded survey of the role visual communication plays in political culture, enabling a better understanding of the significance and impact visuals can have as tools of political communication. The advent of new media technologies have created new ways of producing, disseminating and consuming visual communication, the book hence explores the theoretical and methodological underpinnings of visual political communication in the digital age, and how visual communication is employed in a number of key settings. The book is intended as a specialist reading and teaching resource for courses on media, politics, citizenship, activism, social movements, public policy, and communication.

Political Branding
Political Branding

Author: Christopher Pich

Publisher: Routledge

Published: 2020-12-17

Total Pages: 166

ISBN-13: 1000257940

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This book demonstrates the progress that has been made on political branding research across international contexts. It focuses on the critical application of new concepts and frameworks, generating a deeper understanding of unexplored settings and positioning research from multiple perspectives. It is important to consider different typologies of international political brands particularly as we have witnessed huge changes across political landscapes from Brexit, the rise of President Trump, the surge in populism and the development of sustainable-climate change movements. Given that there are many potential typologies and non-traditional political brands, this volume investigates different typologies and alternative political brands with the support of new and under-developed theoretical lens from multiple perspectives and contexts. These include Canada, Iceland, India, Indonesia and the United States of America. This book provides areas of reflection and explicit calls for further research, which in turn will advance insight into political brands and enhance our understanding of political marketing in action. This is a must-read guide for setting out the implications of theory and practice for multiple stakeholders including political marketers, political scientists, politicians, political party organizers, brand managers and scholars across a wide range of social science disciplines. The chapters in this book were originally published as a special issue of the Journal of Political Marketing.

Information and American Democracy
Information and American Democracy

Author: Bruce Bimber

Publisher: Cambridge University Press

Published: 2003-02-24

Total Pages: 288

ISBN-13: 9780521804929

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This book assesses the consequences of new information technologies for American democracy in a way that is theoretical and also historically grounded. The author argues that new technologies have produced the fourth in a series of 'information revolutions' in the US, stretching back to the founding. Each of these, he argues, led to important structural changes in politics. After re-interpreting historical American political development from the perspective of evolving characteristics of information and political communications, the author evaluates effects of the Internet and related new media. The analysis shows that the use of new technologies is contributing to 'post-bureaucratic' political organization and fundamental changes in the structure of political interests. The author's conclusions tie together scholarship on parties, interest groups, bureaucracy, collective action, and political behavior with new theory and evidence about politics in the information age.