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The Citizen Marketer
Joel Penney
€ 54.81
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Description for The Citizen Marketer
Paperback. Series: Oxford Studies in Digital Politics. Num Pages: 256 pages. BIC Classification: UDBS. Category: (G) General (US: Trade). Dimension: 235 x 156. .
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such ... Read more
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such ... Read more
Product Details
Publisher
Oxford University Press Inc
Format
Paperback
Publication date
2017
Series
Oxford Studies in Digital Politics
Condition
New
Number of Pages
264
Place of Publication
New York, United States
ISBN
9780190658069
SKU
V9780190658069
Shipping Time
Usually ships in 5 to 9 working days
Ref
99-25
About Joel Penney
Joel Penney is Assistant Professor at the School of Communication and Media at Montclair State University.
Reviews for The Citizen Marketer
Penney's citizen marketer approach equips scholars with tools for theory building that can inform both qualitative and quantitative research designs. As such, the book is a must-read for scholars of political communication, journalism, and social media research. Additionally, Penney's arguments hold relevance for practitioners of political and advocacy campaigns, who can use the book's lessons to conduct their digital marketing ... Read more