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Bridging Two School...
Bridging Two Schools of Thought : Applications of Public Relations Theory to Political Marketing
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- Strömbäck, Jesper (författare)
- Mittuniversitetet,Institutionen för informationsteknologi och medier (-2013),Demokratiinstitutet Demicom
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- Mitrook, Michael A. (författare)
- University of Florida
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- Kiousis, Spiro (författare)
- University of Florida
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(creator_code:org_t)
- Informa UK Limited, 2010
- 2010
- Engelska.
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Ingår i: Journal of Political Marketing. - : Informa UK Limited. - 1537-7857 .- 1537-7865. ; 9:1, s. 73-92
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- The use of public relations strategies and tactics are ubiquitous in many areas of political communication. This is especially evident when considering the emerging field of political marketing. However, little application of public relations theory and research has been integrated into the study of political marketing processes. Thus, this work seeks to bridge two schools of thought and to ident- ify some of the major conceptual perspectives from public relations theory that can be used to better understand and analyze the dynamics of political marketing processes. Specifically, the perspec- tives include relationship theory, contingency theory, situational theory of publics, and agenda-building theory.
Ämnesord
- SAMHÄLLSVETENSKAP -- Medie- och kommunikationsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Media and Communications (hsv//eng)
Nyckelord
- agenda-building theory
- contingency theory
- political marketing
- relationship theory
- situational theory of publics
- Media and communication studies
- Medie- och kommunikationsvetenskap
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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