Should we sell politician like soap?

• Autor(a) principal: Matos, Paula de Maria Ribeiro Faria Alves de
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/138968
• topic: Politics; Media; Political marketing; Political product; Persuasion; Political choice; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Political Marketing became mandatory to ensure the functioning of modern politics. The way the political product is addressed by political marketers and conveyed by the media can be controversial when it’s perceived a commercial intention behind. This study focuses on the poorly explored topics related to Political Marketing, more specifically on how the concept is perceived in Portugal together with the approach to the political product, plus the impact of media and marketing campaigns within the decision process before the political choice. Data was obtained through in-depth semi-structured interviews(n=39), to understand how citizens, make their political choice, their awareness of media persuasion and their perception on political marketing and the political product. After collecting and analysing the data, the results showed a decisive role of the media regarding the citizens process of gathering information, some skepticism towards the commercial perspective of the political product, discredit and low awareness on the concept of political marketing in Portugal.