Representing the voter: reviewing the literature and proposing a new theoretical approach

Detalhes bibliográficos
Autor(a) principal: Barros, Denise Franca
Data de Publicação: 2012
Outros Autores: Sauerbronn, João Felipe Rammelt, Ayrosa, Eduardo André Teixeira
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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spelling 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
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