Representing the voter: reviewing the literature and proposing a new theoretical approach
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Administração Pública |
Texto Completo: | https://periodicos.fgv.br/rap/article/view/7094 |
Resumo: | Due the restricted academic production on voter behavior and political marketing in the public administration area, we believe that the systematization of knowledge produced can show a wide variety of possibilities for critical, theoretical and empirical studies. Most research in voter behavior and political marketing follows an orientation aligned with the dominant paradigm in marketing management studies. These studies assume that political marketing is an instrument useful to influence the voter, and that political choice is a fundamentally rational decision. Thus, political marketing is usually treated as a sub-area of marketing, following the dominant vision of this discipline. If the candidate is treated as a product, it would be, therefore, possible to change its “marketing mix” and its “positioning”. We understand that those assumptions not only reduce the political importance of the process and underestimate the capabilities of the voter as well as the politician, but also overestimate the importance of the political advertising. An alternative approach to voter behavior proposes that reason cannot be completely disconnected from emotion during the process of individual preference formation. The aim of this article is to present a brief theoretical revision of the studies of the voter behavior, and propose other possible perspectives that could contribute to the development of research in the area. |
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Representing the voter: reviewing the literature and proposing a new theoretical approachRepresentações do eleitor: revendo teorias e propondo novos caminhosvoter behaviorpolitical marketingvoteelectoral marketingpublic administration.comportamento do eleitormarketing políticovotomarketing eleitoraladministração pública.Due the restricted academic production on voter behavior and political marketing in the public administration area, we believe that the systematization of knowledge produced can show a wide variety of possibilities for critical, theoretical and empirical studies. Most research in voter behavior and political marketing follows an orientation aligned with the dominant paradigm in marketing management studies. These studies assume that political marketing is an instrument useful to influence the voter, and that political choice is a fundamentally rational decision. Thus, political marketing is usually treated as a sub-area of marketing, following the dominant vision of this discipline. If the candidate is treated as a product, it would be, therefore, possible to change its “marketing mix” and its “positioning”. We understand that those assumptions not only reduce the political importance of the process and underestimate the capabilities of the voter as well as the politician, but also overestimate the importance of the political advertising. An alternative approach to voter behavior proposes that reason cannot be completely disconnected from emotion during the process of individual preference formation. The aim of this article is to present a brief theoretical revision of the studies of the voter behavior, and propose other possible perspectives that could contribute to the development of research in the area.Em virtude da restrita produção acadêmica sobre comportamento do eleitor e marketing político naadministração pública, acreditamos que a sistematização do conhecimento produzido na área possa sercapaz de mostrar um amplo campo de possibilidades para futuros estudos críticos, teóricos e empíricos.Observamos que a maior parte das pesquisas acompanha a orientação tradicional, dominante no marketinggerencial. Esses estudos partem do pressuposto de que o marketing político é uma ferramentautilizada para influenciar o eleitor e que a escolha política é uma decisão eminentemente racional.Assim, o marketing político é normalmente tratado como uma subárea do marketing e, acompanhandoa visão dominante dessa disciplina, é visto como essencialmente utilitário. Desta forma, se o candidatoé encarado como um produto, seria possível mudar seu “composto de marketing” para “reposicioná-lo”.Entendemos que esses pressupostos não só diminuem a importância política do processo e subestimamas capacidades tanto do eleitor quanto do político, como também superestimam a importânciada propaganda política. Uma alternativa a essa visão passa pela compreensão da incapacidade deseparar razão e emoção durante o processo de formação de preferências do indivíduo. Este artigo tempor objetivo realizar uma breve revisão teórica dos estudos do comportamento do eleitor, apontandooutras perspectivas possíveis para o desenvolvimento da pesquisa na área.Fundação Getulio Vargas (FGV EBAPE)2012-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.fgv.br/rap/article/view/7094Brazilian Journal of Public Administration; Vol. 46 No. 2 (2012); 477 a 491Revista de Administração Pública; Vol. 46 Núm. 2 (2012); 477 a 491Revista de Administração Pública; v. 46 n. 2 (2012); 477 a 4911982-31340034-7612reponame:Revista de Administração Públicainstname:Fundação Getulio Vargas (FGV)instacron:FGVporhttps://periodicos.fgv.br/rap/article/view/7094/5649Barros, Denise FrancaSauerbronn, João Felipe RammeltAyrosa, Eduardo André Teixeirainfo:eu-repo/semantics/openAccess2021-11-17T20:42:50Zoai:ojs.periodicos.fgv.br:article/7094Revistahttps://ebape.fgv.br/publicacoes/rapONGhttps://old.scielo.br/oai/scielo-oai.php||rap@fgv.br1982-31340034-7612opendoar:2021-11-17T20:42:50Revista de Administração Pública - Fundação Getulio Vargas (FGV)false |
dc.title.none.fl_str_mv |
Representing the voter: reviewing the literature and proposing a new theoretical approach Representações do eleitor: revendo teorias e propondo novos caminhos |
title |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
spellingShingle |
Representing the voter: reviewing the literature and proposing a new theoretical approach Barros, Denise Franca voter behavior political marketing vote electoral marketing public administration. comportamento do eleitor marketing político voto marketing eleitoral administração pública. |
title_short |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
title_full |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
title_fullStr |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
title_full_unstemmed |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
title_sort |
Representing the voter: reviewing the literature and proposing a new theoretical approach |
author |
Barros, Denise Franca |
author_facet |
Barros, Denise Franca Sauerbronn, João Felipe Rammelt Ayrosa, Eduardo André Teixeira |
author_role |
author |
author2 |
Sauerbronn, João Felipe Rammelt Ayrosa, Eduardo André Teixeira |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Barros, Denise Franca Sauerbronn, João Felipe Rammelt Ayrosa, Eduardo André Teixeira |
dc.subject.por.fl_str_mv |
voter behavior political marketing vote electoral marketing public administration. comportamento do eleitor marketing político voto marketing eleitoral administração pública. |
topic |
voter behavior political marketing vote electoral marketing public administration. comportamento do eleitor marketing político voto marketing eleitoral administração pública. |
description |
Due the restricted academic production on voter behavior and political marketing in the public administration area, we believe that the systematization of knowledge produced can show a wide variety of possibilities for critical, theoretical and empirical studies. Most research in voter behavior and political marketing follows an orientation aligned with the dominant paradigm in marketing management studies. These studies assume that political marketing is an instrument useful to influence the voter, and that political choice is a fundamentally rational decision. Thus, political marketing is usually treated as a sub-area of marketing, following the dominant vision of this discipline. If the candidate is treated as a product, it would be, therefore, possible to change its “marketing mix” and its “positioning”. We understand that those assumptions not only reduce the political importance of the process and underestimate the capabilities of the voter as well as the politician, but also overestimate the importance of the political advertising. An alternative approach to voter behavior proposes that reason cannot be completely disconnected from emotion during the process of individual preference formation. The aim of this article is to present a brief theoretical revision of the studies of the voter behavior, and propose other possible perspectives that could contribute to the development of research in the area. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-18 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.fgv.br/rap/article/view/7094 |
url |
https://periodicos.fgv.br/rap/article/view/7094 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.fgv.br/rap/article/view/7094/5649 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Fundação Getulio Vargas (FGV EBAPE) |
publisher.none.fl_str_mv |
Fundação Getulio Vargas (FGV EBAPE) |
dc.source.none.fl_str_mv |
Brazilian Journal of Public Administration; Vol. 46 No. 2 (2012); 477 a 491 Revista de Administração Pública; Vol. 46 Núm. 2 (2012); 477 a 491 Revista de Administração Pública; v. 46 n. 2 (2012); 477 a 491 1982-3134 0034-7612 reponame:Revista de Administração Pública instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Revista de Administração Pública |
collection |
Revista de Administração Pública |
repository.name.fl_str_mv |
Revista de Administração Pública - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
||rap@fgv.br |
_version_ |
1798943765980774400 |