2009 Fiscal Year Final Research Report
Marketing the American Democratic Processes : Historical Developments and Democratic Implications of Marketing Applied for the U.S. Presidential Campaigns
| Project/Area Number |
19530380
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Saitama University |
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Principal Investigator |
HIRABAYASHI Noriko Saitama University, 教養学部, 教授 (30222251)
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| Project Period (FY) |
2007 – 2009
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| Keywords | マーケティング / 公共経営 / 選挙 / 米国 / 大統領 / 民主政治 / メディア |
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| Research Abstract |
What does political marketing imply for democratic processes? With research on historical developments, campaign strategies and their outcomes in the innovative 2008 U.S. Presidential election were analyzed in terms of some democratic functions : market activation and representation, substantial choices, and leadership-followership to the market particularly in a promotion stage.
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[Presentation] Branding Obama as the 'Change' Agent : A Political Marketing2009
Author(s)
Noriko Hirabayashi
Organizer
Perspective on the 2008 Presidential Campaign and Beyond, a paper presented at the 2009 Annual Conference of the Japanese Association for American Studies (日本アメリカ学会、JAAS), Workshop A (Change and Power)
Place of Presentation
Tsuda University, Tokyo, in English
Year and Date
20090606-20090607
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