BROADENING THE SCOPE OF POLITICAL MARKETING: LESSONS FROM THE POLITICS OF TERROR

This paper examines the marketing implications of the 'politics of terror'. We argue that the political marketing field should address political terrorism (or the “politics of terror”) much more substantively than it has... [ view full abstract ]

This paper examines the marketing implications of the 'politics of terror'. We argue that the political marketing field should address political terrorism (or the “politics of terror”) much more substantively than it has done to date. On this basis, this paper seeks to reveal aspects of terrorist propaganda which have conceptual and practical implications for political marketing research today. Drawing upon insights from scholars in other disciplines on the subject of terrorism, this paper aims to open up possibilities for an invigoration of the field of political marketing through a focus on perspectives on political terrorism and the emotive aspects of fear and terror which are its objectives. Finally, the paper looks at some lessons political marketing can “learn” from political terrorism in order to foster critical discourse on issues such as symbolic violence, ethics and the relationship between political leaders, parties and the electorate.