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Celebrity and the American Political Process

Jennifer Brubaker
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      Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.
      Format: Hardback CONTRIBUTORS: Jennifer Brubaker EAN: 9781498579728 COUNTRY: United States PAGES: WEIGHT: 395 g HEIGHT: 228 cm
      PUBLISHED BY: Lexington Books DATE PUBLISHED: 2020-11-10 CITY: GENRE: BUSINESS & ECONOMICS / Marketing / General, LANGUAGE ARTS & DISCIPLINES / Communication Studies, POLITICAL SCIENCE / Political Process / General WIDTH: 163 cm SPINE:

      Book Themes:

      Communication studies, Political structure and processes, Sales and marketing

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      Jennifer Brubaker is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington.
      Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.
      Format: Hardback CONTRIBUTORS: Jennifer Brubaker EAN: 9781498579728 COUNTRY: United States PAGES: WEIGHT: 395 g HEIGHT: 228 cm
      PUBLISHED BY: Lexington Books DATE PUBLISHED: 2020-11-10 CITY: GENRE: BUSINESS & ECONOMICS / Marketing / General, LANGUAGE ARTS & DISCIPLINES / Communication Studies, POLITICAL SCIENCE / Political Process / General WIDTH: 163 cm SPINE:

      Book Themes:

      Communication studies, Political structure and processes, Sales and marketing

      Customer Reviews

      Be the first to write a review
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      Jennifer Brubaker is associate professor in the Department of Communication Studies at the University of North Carolina Wilmington.

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