Immanentne i akcydentalne przyczyny kryzysu marketingu politycznego w Polsce. Wpływ przemian technologii informacyjno-komunikacyjnych

Abstrakt

The immanent and accidental causes of the crisis of political marketing in Poland

During the last few decades political marketing has become a well-embedded part of daily activities of political actors in Poland. Furthermore, its popularity has placed it in the center of research interest of numerous social scientists. That does not, however, mean that this terrain has become finally examined, described and closed for further inspections. Quite contrary — even its allegedly “hard economic core” remains vulnerable to further speculations. In question are not only highly specialized techniques and procedures but also some very rudimental statements concerning the fundamental aims of political marketing.
This paper challenges the popular hypothesis that the pressure of emerging Information and Communication Technologies ICTs creates some cracks on the surface of a well suited body of marketing practices. The analysis questions whether the contemporary crisis of political marketing is caused by the unfortunate plexus of accidental causes or have rather irremovable and congenital reasons, deeply rooted in its economic origins.