The Citizen Marketer
The Citizen Marketer

Author: Joel Penney

Publisher: Oxford University Press

Published: 2017-05-05

Total Pages: 265

ISBN-13: 0190658088

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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 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.

Citizen Marketers
Citizen Marketers

Author: Jackie Huba

Publisher: Lewis Lane Press

Published: 2012-10

Total Pages: 236

ISBN-13: 9780988195417

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The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.

I, Citizen
I, Citizen

Author: Tony Woodlief

Publisher: Encounter Books

Published: 2021-12-07

Total Pages: 200

ISBN-13: 1641772115

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This is a story of hope, but also of peril. It began when our nation’s polarized political class started conscripting everyday citizens into its culture war. From their commanding heights in political parties, media, academia, and government, these partisans have attacked one another for years, but increasingly they’ve convinced everyday Americans to join the fray. Why should we feel such animosity toward our fellow citizens, our neighbors, even our own kin? Because we’ve fallen for the false narrative, eagerly promoted by pundits on the Left and the Right, that citizens who happen to vote Democrat or Republican are enthusiastic supporters of Team Blue or Team Red. Aside from a minority of party activists and partisans, however, most voters are simply trying to choose the lesser of two evils. The real threat to our union isn’t Red vs. Blue America, it’s the quiet collusion within our nation’s political class to take away that most American of freedoms: our right to self-governance. Even as partisans work overtime to divide Americans against one another, they’ve erected a system under which we ordinary citizens don’t have a voice in the decisions that affect our lives. From foreign wars to how local libraries are run, authority no longer resides with We the People, but amongst unaccountable officials. The political class has stolen our birthright and set us at one another’s throats. This is the story of how that happened and what we can do about it. America stands at a precipice, but there’s still time to reclaim authority over our lives and communities.

Citizen Brand
Citizen Brand

Author: Marc Gobe

Publisher: Simon and Schuster

Published: 2006-09-02

Total Pages: 358

ISBN-13: 1621531937

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Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.

The Citizen Marketer
The Citizen Marketer

Author: Joel Penney

Publisher: Oxford University Press

Published: 2017

Total Pages: 265

ISBN-13: 0190658061

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Particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- .

Sentimental Citizen
Sentimental Citizen

Author: George E. Marcus

Publisher: Penn State Press

Published: 2010-11-01

Total Pages: 188

ISBN-13: 9780271045986

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An Analysis Of How emotion functions cooperatively with reason & contributes to a healthy democratic politics.

Policymaking for Citizen Behavior Change
Policymaking for Citizen Behavior Change

Author: Nancy R. Lee

Publisher: Routledge

Published: 2017-08-07

Total Pages: 205

ISBN-13: 1315525631

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Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens’ behavior, and how to advocate for and support its appropriate application. Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It’s also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.

Marketing for Scientists
Marketing for Scientists

Author: Marc J. Kuchner

Publisher: Island Press

Published: 2012-06-22

Total Pages: 248

ISBN-13: 1610911733

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It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.

Greater Good
Greater Good

Author: John A. Quelch

Publisher: Harvard Business Press

Published: 2007-12-28

Total Pages: 339

ISBN-13: 1422163679

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Marketing has a greater purpose, and marketers, a higher calling, than simply selling more widgets, according to John Quelch and Katherine Jocz. In Greater Good, the authors contend that marketing performs an essential societal function--and does so democratically. They maintain that people would benefit if the realms of politics and marketing were informed by one another's best principles and practices. Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy share: (1) exchange of value, such as goods, services, and promises, (2) consumption of goods and services, (3) choice in all decisions, (4) free flow of information, (5) active engagement of a majority of individuals, and (6) inclusion of as many people as possible. Without these six traits, both marketing and democracy would fail, and with them, society. Drawing on current and historical examples from economies around the world, this landmark work illuminates marketing's critical role in the development, growth, and governance of societies. It reveals how good marketing practices improve the political process and--in turn--the practice of democracy itself.

Citizen
Citizen

Author: Louise W. Knight

Publisher: University of Chicago Press

Published: 2008-09-15

Total Pages: 599

ISBN-13: 0226447014

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Jane Addams was the first American woman to receive the Nobel Peace Prize. Now Citizen, Louise W. Knight's masterful biography, reveals Addams's early development as a political activist and social philosopher. In this book we observe a powerful mind grappling with the radical ideas of her age, most notably the ever-changing meanings of democracy. Citizen covers the first half of Addams's life, from 1860 to 1899. Knight recounts how Addams, a child of a wealthy family in rural northern Illinois, longed for a life of larger purpose. She broadened her horizons through education, reading, and travel, and, after receiving an inheritance upon her father's death, moved to Chicago in 1889 to co-found Hull House, the city's first settlement house. Citizen shows vividly what the settlement house actually was—a neighborhood center for education and social gatherings—and describes how Addams learned of the abject working conditions in American factories, the unchecked power wielded by employers, the impact of corrupt local politics on city services, and the intolerable limits placed on women by their lack of voting rights. These experiences, Knight makes clear, transformed Addams. Always a believer in democracy as an abstraction, Addams came to understand that this national ideal was also a life philosophy and a mandate for civic activism by all. As her story unfolds, Knight astutely captures the enigmatic Addams's compassionate personality as well as her flawed human side. Written in a strong narrative voice, Citizen is an insightful portrait of the formative years of a great American leader. “Knight’s decision to focus on Addams’s early years is a stroke of genius. We know a great deal about Jane Addams the public figure. We know relatively little about how she made the transition from the 19th century to the 20th. In Knight’s book, Jane Addams comes to life. . . . Citizen is written neither to make money nor to gain academic tenure; it is a gift, meant to enlighten and improve. Jane Addams would have understood.”—Alan Wolfe, New York Times Book Review “My only complaint about the book is that there wasn’t more of it. . . . Knight honors Addams as an American original.”—Kathleen Dalton, Chicago Tribune