31667 - Sociology of Political Marketing

Learning outcomes

Focusing the convergence culture as a new revolution where the new media interact (with) and replace the old media, the course will explore the social and political implications of this convergence. Marketing strategies will be focused in the conceptual framework of consumption and globalisation. The politics of corporations are able to affect our individual's daily life and his world's conception through strategies of marketing concepts. We will explore how politics and economics discursively impose new categories for the self and social realm construction.

Course contents

The course will introduce students to examine not only to how candidates, parties and governments use marketing tools, but to a wide range of political marketing topics including the raise of political consumerism, new marketing strategies, branding, marketing in government, social and humanitarian marketing strategies.
Marketing will be focused as a way to build reality and to achieve consent. So, the aim of the course is to explore the implications of political marketing for democracy. Humanitarian narratives, as well as campaigning, advocacy and fund raising of humanitarian organizations will be the main case studies.

Readings/Bibliography

Castells M., Comunicazione e potere, Bocconi Ed., Milano, 2009 (only chapters 3, 4, 5)

Cacciotto M., Marketing Politico, il Mulino, Bologna, 2009

Musarò P.,Living in Emergency: Humanitarian images and the inequality of lives (http://www.newculturalfrontiers.org)
and one of the books of the list (you can check on the italian web page)

Teaching methods

A mix of lectures, seminars, collective discussion and student's presentations.

Assessment methods

Grades are based on the participation during class discussion (30%), on the elaboration of a final paper (40%) and on the final oral examination (30%).

Teaching tools

Papers, films and documentaries, web sites, Pc

Office hours

See the website of Pierluigi Musarò