Political marketing versus propaganda: Dilemmas of political persuasión
DOI:
https://doi.org/10.56294/sctconf2024674Keywords:
Political Communication, Political Marketing, Propaganda, PersuasionAbstract
Introduction: political communication plays a crucial role in the access to and exercise of power. Politicians use communication strategies to inform, persuade and mobilize people, as well as to build the image of their political party or themselves. Political marketing and political propaganda are two approaches used in this process.
Objective: to analyze the differences between political marketing and political propaganda and to explore their use in various political settings.
Methods: the study was based on a documentary review that analyzed bibliographic sources and previous studies related to the topic. Cases of political marketing and political propaganda at the national and international levels were examined.
Results: political marketing and political propaganda seek to persuade, but differ in their approaches. Political marketing focuses on building a positive image and generating confidence in a political option, while political propaganda uses more aggressive techniques, distorting facts and appealing to emotions. Both strategies pose ethical and social challenges, such as manipulation of information and misinformation. It is essential for citizens to be critical and alert to political communication to counter these risks.
Conclusions: there is a need to foster a culture of responsible participation in democratic life, where citizens are informed and possess skills to critically evaluate information. This implies understanding the mechanisms of persuasive communication, identifying intentionality in rhetoric and narrative, and participating in public debate in an informed and constructive manner
References
1. Elishar-Malka V, Ariel Y, Weimann G. Rethinking political communication in the digital sphere. The Journal of International Communication. 2020;26(2):190-210. https://doi.org/10.1080/13216597.2020.1771397
2. DePaula N, Dincelli E, Harrison TM. Toward a typology of government social media communication: Democratic goals, symbolic acts and self-presentation. Government Information Quarterly. 2018;35(1):98-108. https://doi.org/10.1016/j.giq.2017.10.003
3. Farkas X, Bene M. Images, Politicians, and Social Media: Patterns and Effects of Politicians’ Image-Based Political Communication Strategies on Social Media. The International Journal of Press/Politics. 2020;26(1):119-42. https://doi.org/10.1177/19401612209595
4. Baekgaard M, Christensen J, Mondrup-Dahlmann C, Mathiasen A, Grund-Petersen N. The Role of Evidence in Politics: Motivated Reasoning and Persuasion among Politicians. British Journal of Political Science. 2019;49(3):1117-40. https://doi.org/10.1017/S0007123417000084
5. Arshad S, Khurram S. Can government’s presence on social media stimulate citizens’ online political participation? Investigating the influence of transparency, trust, and responsiveness. Government Information Quarterly. 2020;37(3):101486. https://doi.org/10.1016/j.giq.2020.101486
6. Jiménez Rendón JE, Garcia Rojas M. Positioning of clothing brands in Colombia. Community and Interculturality in Dialogue. 2022;2:33. https://doi.org/10.56294/cid202233
7. Peñaloza JEG. Perception of representativeness of the Assembly of Huila 2020-2023. AG Multidisciplinar. 2023;1:13–13. https://doi.org/10.62486/agmu202313
8. Rueda R, Castillo D, Díaz García M, Mena Y. Estrategia de consolidación organizacional de la Asociación Civil Líderes Enfermeros. Community and Interculturality in Dialogue. 2023;3:91. https://doi.org/10.56294/cid202391
9. Debortoli DO, Brignole NB. Inteligencia empresarial para estimular el giro comercial en el microcentro de una ciudad de tamaño intermedio. Región Científica. 2024;3(1):2024195. https://doi.org/10.58763/rc2024195
10. González Ruiz ADP, Montoya Falla JA, Rojas Diaz LY, Ortiz NE, Garcia Rojas M. Positioning of the brand SingleTrack bicycle workshop in the Quirinal neighborhood of Bogota: Strategies for the year 2023. Health Leadership and Quality of Life. 2022;1:17. https://doi.org/10.56294/hl202217
11. Kirillova EA, Zulfugarzade TE, Blinkov OE, Serova OA, Mikhaylova IA. Prospects for developing the legal regulation of digital platforms. Jurídicas CUC. 2021;18(1):35-52. https://doi.org/10.17981/juridcuc.18.1.2022.02
12. Neznamova AA, Kuleshov GN, Turkin MM. International experience in personal data protection. Jurídicas CUC. 2020;16(1):391-406. https://doi.org/10.17981/juridcuc.16.1.2020.17
13. Kammerer-David MI, Murgas-Téllez B. La innovación tecnológica desde un enfoque de dinámica de sistema. Región Científica. 2024;3(1):2024217. https://doi.org/10.58763/rc2024217
14. Lopez ACA. Contributions of John Calvin to education. A systematic review. AG Multidisciplinar. 2023;1:11–11. https://doi.org/10.62486/agmu202311
15. Mattingly DC, Yao E. How Soft Propaganda Persuades. Comparative Political Studies. 2022;55(9):1569-94. https://doi.org/10.1177/00104140211047403
16. Shields P. Killing Politics Softly: Unconvincing Propaganda and Political Cynicism in Russia. Communist and Post-Communist Studies. 2021;54(4):54-73. https://doi.org/10.1525/j.postcomstud.2021.54.4.54
17. Casasempere-Satorres A, Vercher-Ferrándiz ML. Bibliographic documentary analysis. Getting the most out of the literature review in qualitative research. New Trends in Qualitative Research. 2020;4:247-57. https://doi.org/10.36367/ntqr.4.2020.247-257
18. Creswell JW. Research Design. Qualitative, Quantitative and Mixed Method Approaches. 4 ed2019.
19. Mwita K. Strengths and weaknesses of qualitative research in social science studies. Related Topics in Social Science. 2022;11(6). https://doi.org/10.20525/ijrbs.v11i6.1920
20. Newman M, Gough D. Systematic Reviews in Educational Research: Methodology, Perspectives and Application. Systematic Reviews in Educational Research: Springer; 2019. https://doi.org/10.1007/978-3-658-27602-7_1
21. Valencia-Celis AU, Patiño GR, Sánchez-Castillo V. Environmental Knowledge Management Proposals in Education Systems. Bibliotecas Anales de investigación. 2023;19(2). https://dialnet.unirioja.es/servlet/articulo?codigo=9027955
22. Gonzalez-Argote J, Castillo-González W. Productivity and Impact of the Scientific Production on Human-Computer Interaction in Scopus from 2018 to 2022. AG Multidisciplinar. 2023;1:10–10. https://doi.org/10.62486/agmu202310
23. Espinosa JCG, Sánchez LML, Pereira MAF. Benefits of Artificial Intelligence in human talent management. AG Multidisciplinar [Internet]. 2023;1:14–14. Disponible en: https://doi.org/10.62486/agmu202314
24. Priego-Morales RA. El liderazgo directivo en la Nueva Escuela Mexicana y la revalorización docente desde el reconocimiento del talento humano: a scoping review. Región Científica. 2024;3(1):2024197. https://doi.org/10.58763/rc2024197
25. Gonzalez-Argote J, Castillo-González W. Update on the use of gamified educational resources in the development of cognitive skills. AG Salud. 2024;2:41–41. https://doi.org/10.62486/agsalud202441
26. Ledesma F, Malave-González BE. Patrones de comunicación científica sobre E-commerce: un estudio bibliométrico en la base de datos Scopus. Región Científica. 2022;1(1):202214. https://doi.org/10.58763/rc202214
27. Rosario Quiroz FJ, Humbertovich Gamarra N. Psychometric evidence of the mobile dependence test in the young population of Lima in the context of the pandemic. AG Salud. 2024;2:40. https://doi.org/10.62486/agsalud202440
28. Pérez-Guedes N, Arufe-Padrón A. Perspectivas de la transición energética en Latinoamérica en el escenario pospandemia. Región Científica. 2023;2(1):202334. https://doi.org/10.58763/rc202334
29. Correa Moreno MC, González Castro GL. Strengthening Governance in Caquetá: The Role of Web-based Transparency Mechanisms for Public Information. Metaverse Basic and Applied Research. 2022;16. Disponible en: https://doi.org/10.56294/mr202216
30. Scheller S. The Strategic Use of Fear Appeals in Political Communication. Political Communication. 2019;36(4):586-608. https://doi.org/10.1080/10584609.2019.1631918
31.Hernández-Flórez N. Breaking stereotypes: “a philosophical reflection on women criminals from a gender perspective". AG Salud. 2023;1:17. Disponible en: https://doi.org/10.62486/agsalud202317
32. Feinberg M, Willer R. Moral reframing: A technique for effective and persuasive communication across political divides. Social and Personality Psychology Compass. 2019;13(12):e12501. https://doi.org/10.1111/spc3.12501
33. Goovaerts I, Marien S. Uncivil Communication and Simplistic Argumentation: Decreasing Political Trust, Increasing Persuasive Power? Political Communication. 2020;37(6):768-88. https://doi.org/10.1080/10584609.2020.1753868
34. Bakir V, Herring E, Miller D, Robinson P. Organized Persuasive Communication: A new conceptual framework for research on public relations, propaganda and promotional culture. Critical Sociology. 2019;45(3):311-28. https://doi.org/10.1177/0896920518764586
35. Di Domenico G, Sit J, Ishizaka A, Nunan D. Fake news, social media and marketing: A systematic review. Journal of Business Research. 2021;124:329-41. https://doi.org/10.1016/j.jbusres.2020.11.037
36. Sánchez-Medero R. Democratization in Political Communication. Political Studies Review. 2020;19(4):607-23. https://doi.org/10.1177/1478929920924930
37. Newman BI, Cwalina W, Falkowski A, Newman T, Jablonska M. Political Marketing. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs: Palgrave Macmillan; 2022. https://doi.org/10.1007/978-3-030-44556-0_5
38. Liu F, Hood S. Rhetorical strategies of political persuasion: The play of irrealis and realis meaning in re/aligning readers in newspaper editorials. Text & Talk. 2019;39(5):589-611. https://doi.org/10.1515/text-2019-2041
39. Kaur H, Sohal S. Political brand endorsers, political brand preference, and political brand equity: A mediated moderated model. Journal of Marketing Communications. 2020;28(1):3-37. https://doi.org/10.1080/13527266.2020.1810101
40. Freelon D, Wells C. Disinformation as Political Communication. Political Communication. 2020;37(2):145-56. https://doi.org/10.1080/10584609.2020.1723755
41. Klüver H, Pickup M. Are they listening? Public opinion, interest groups and government responsiveness. West European Politics. 2018;42(1):91-112. https://doi.org/10.1080/01402382.2018.1483662
42. Tsvetkovs N, Rushchin D. Russia’s Public Diplomacy: From Soft Power to Strategic Communication. Journal of Political Marketing. 2021;20(1):50-9. https://doi.org/10.1080/15377857.2020.1869845
43. Ahmed-Neyazi T. Digital propaganda, political bots and polarized politics in India. Asian Journal of Communication. 2020;30(1):39-57. https://doi.org/10.1080/01292986.2019.1699938
44. Caldarelli G, De Nicola R, Del Vigna F, Petrocchi M, Saracco F. The role of bot squads in the political propaganda on Twitter. Communications Physics. 2020;3(81). https://doi.org/10.1038/s42005-020-0340-4
45. Courty A, Rane H, Ubayasiri K. Blood and ink: the relationship between Islamic State propaganda and Western media. The Journal of International Communication. 2019;25(1):69-94. https://doi.org/10.1080/13216597.2018.1544162
46. Rosenfeld B, Wallace J. Information Politics and Propaganda in Authoritarian Societies. Annual Review of Political Science. 2024;27. https://doi.org/10.1146/annurev-polisci-041322-035951
47. Oschatz C, Marker C. Long-term Persuasive Effects in Narrative Communication Research: A Meta-Analysis. Journal of Communication. 2020;70(4):473-96. https://doi.org/10.1093/joc/jqaa017
48. Correa Moreno MC, González Castro GL. Unveiling Public Information in the Metaverse and AI Era: Challenges and Opportunities. Metaverse Basic and Applied Research. 2023;35. https://doi.org/10.56294/mr202335
49. Andersen JC, Sandberg S. Islamic State Propaganda: Between Social Movement Framing and Subcultural Provocation. Terrorism and Political Violence. 2020;32(7):1506-26. https://doi.org/10.1080/09546553.2018.1484356
50. Zou S. Restyling propaganda: popularized party press and the making of soft propaganda in China. Information, Communication & Society. 2023;26(1):201-19. https://doi.org/10.1080/1369118X.2021.1942954
51. Golovchenko Y, Buntain C, Eady G, Brown MA, Tucker J. Cross-Platform State Propaganda: Russian Trolls on Twitter and YouTube during the 2016 U.S. Presidential Election. The International Journal of Press/Politics. 2020;25(3):357-89. https://doi.org/10.1177/1940161220912682
52. Lepez CO, Gómez ME, Simeoni IA. Addressing the Social Health of the Elderly Population through the Media in Buenos Aires. Community and Interculturality in Dialogue. 2022;2:38. https://doi.org/10.56294/cid202238
53. Adrianzen Olaya HD, Ávila Atocha MR, Zarate Ruiz GE, Meneses Claudio BA. Empowerment as a driver of job performance: evidence from the literature and theoretical perspectives. Health Leadership and Quality of Life. 2022;1:11. https://doi.org/10.56294/hl202211
Published
Issue
Section
License
Copyright (c) 2024 Gustavo Adolfo Pérez Rojas (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
