Political marketing: theoretical foundations and modern research

Abstract

The article examines the theoretical and methodological aspects of political marketing as a complex interdisciplinary phenomenon located at the intersection of theories of mass communications, electoral behavior and market regulation. The author analyzes in detail the historical development of political marketing from ancient forms of propaganda and agitation to modern practices of using digital technologies and social networks in political communication. Special attention is paid to the changing role of marketing tools in the context of the democratization of society and the growing competition between political actors. The dual nature of political marketing is noted, which manifests itself simultaneously as a technology for mobilizing the electorate and as a tool for long-term influence on the political consciousness of citizens and the formation of their identities. An important part of the article is the analysis of controversial issues regarding the limits of acceptable influence on the audience, including consideration of ethical issues and the differences between informing and manipulating public consciousness. Using bibliometric analysis, the author systematizes data on the development of this scientific field, revealing the dynamics of the publication activity of Russian researchers and noting the lack of representation of their work in international scientific databases. It is concluded that it is necessary to involve new approaches from the fields of cognitive psychology, digital sociology, as well as studying the influence of algorithmic technologies and artificial intelligence on political communication in the study of political marketing. The article concludes by emphasizing the importance of enhancing transparency and responsibility of political marketing to society, especially in the context of global digitalization and the mediatization of political processes. A promising area of further research is the study of mechanisms for countering disinformation and the development of ethical standards for digital political communication.

References

Владимирова А.В. Истоки политического маркетинга // Вестник Московского университета. Серия 12. Политические науки. 2008. №5. С. 90-99.

Гордякова О.В., Лебедев А.Н. Политический маркетинг в условиях ценностной поляризации общества // The Scientific Heritage. 2020. № 56-5(56). С. 47.

Зиба Я. Особенности и процесс политического маркетинга // Международный журнал гуманитарных и естественных наук. 2024. № 10-2(97). С. 213-216.

Местникова А.В. Применение инструментов политического маркетинга: на примере избирательных кампаний депутатов в Государственную Думу 2021 года // Социально-гуманитарные знания. 2022. № 7. С. 87-90.

Недяк И.Л. Политический маркетинг. Основы теории // Издательство «Весь мир». 2008. 352 с.

Петрунин Ю.Ю. Библиометрический анализ российской науки о государственном управлении // Государственное управление. Электронный вестник. 2020. №79. С. 68-89.

Пушкарева Г.В. Политический брендинг: разворот к символической политике // Полис. Политические исследования. 2022. № 4. С. 94-107.

Спасский А.Е. Теоретико-методологические основы политического маркетинга // Дискурс-Пи. 2004. №1. С. 154-157.

Телятник Т.Е. Теоретико-методологические аспекты исследования политического маркетинга в современной России // Тенденции развития науки и образования. 2022. № 89 (4). С. 164-166.

Титалович А.Д. Политический маркетинг: история формирования, концепции, дефиниции // Социально-политические науки. 2019. №6. С. 28-31.

Томас М. Никколо Макиавелли как гуру маркетинга взаимоотношений // Макиавелли, маркетинг и менеджмент. СПб., 2004. 272 с.

Hniche O., Amara A. Le Marketing Politique: L'art de Convaincre les Electeurs Etude de Benchmark entre la France et le Maroc // European Scientific Journal. 2024. Vol. 20 (4). P. 71-111.

Kübler R.V., Make K., Pauwels K. I like, I Share, I vote: Mapping the dynamic system of political marketing //Journal of Business Research. 2025. Vol. 186: 115014. P. 1-16.

Si Suman. Political marketing: An emerging theory // Business Analyst. 2019. Vol. 40(1). P. 103-113.

Sunitha B.K. Understanding the Concept of Political Marketing // International Journal of Advances in Engineering and Management. 2021. Vol. 3 (7). P. 2412-2417.