Implications of Political Marketing on Democratic Processes in the U.S. and Japan : Analysis of the Elections and Governance since 2008
Project/Area Number |
22530450
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Research Category |
Grant-in-Aid for Scientific Research (C)
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Allocation Type | Single-year Grants |
Section | 一般 |
Research Field |
Commerce
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Research Institution | Saitama University |
Principal Investigator |
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Project Period (FY) |
2010-04-01 – 2014-03-31
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Project Status |
Completed (Fiscal Year 2013)
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Budget Amount *help |
¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000)
Fiscal Year 2013: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2011: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
Fiscal Year 2010: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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Keywords | マーケティング / 選挙 / 米国 / 現代政治 / 民主政治 / 大統領 / 公共経営 / メディア / 米国政治 / 日本政治 / 政治コミュニケーション |
Research Abstract |
What does political marketing imply for the democratic processes? Cases of the U.S. and Japan in the 2008/2009 election campaigns focusing on the change of dysfunctional democratic system, as well as the following governmental processes , conducted by Obama and the Democratic Party of Japan, were examined and evaluated to clarify the democratic implications of applied marketing in elections and governance. The findings are: 1) marketing may help, particularly for Obama, on market activation and organizing the voters by providing a clear alternative, while it backlashes in governance as partisanship remains and can be a barrier to compromise and consensus to move the agenda forward. 2) Thus 'delivery' of the promised product tends to be far short of the expected, which forces the leaders to redefine the product as appropriate to the new circumstances. 3) Skills for redesigning the product, promotion and accountability thus need to be more focused in a governmental marketing model.
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Report
(5 results)
Research Products
(14 results)
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[Presentation] Political Marketing In Japan and the US : Different Contexts, Similar Impacts2012
Author(s)
Hirabayashi, Noriko
Organizer
Meiji University International Exchange Fund Seminar:How to Fill the Gap between Politicians and Voters : A Political Marketing Approach, with Professor Bruce I. Newman, editor-in-chief of Journal of Political Marketing. 明治大学国際交流基金事業セミナー「政治家と有権者の隔たりをどう埋めるか―政治マーケティングからのアプローチ」(英語、日本語)
Place of Presentation
明治大学(ピアレビュー有)
Year and Date
2012-07-23
Related Report
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