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The Citizen Marketer: Promoting Political Opinion in the Social Media Age (Oxford Studies in Digital Politics) by Penney, Joel is a nonfiction available to read on EtoBox.

What is The Citizen Marketer: Promoting Political Opinion in the Social Media Age (Oxford Studies in Digital Politics) about?

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 Practices Include Using Protest Symbols In Social Media Profile Pictures, Strategically Tweeting Links To News Articles To Raise Awareness About Select Issues, Sharing Politically-charged Internet Memes And Viral Videos, And Displaying Mass-produced T-shirts, Buttons, And Bumper Stickers That Promote A Favored Electoral Candidate Or Cause. Citizens View Their Participation In Such Activities Not Only In Terms Of How It May Shape Or Influence Outcomes, But As A Statement Of Their Own Identity. As The Book Argues, These Practic

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Author

Penney, Joel

Publisher

Oxford University Press, Incorporated

Published

2017

Language

EN

ISBN

9780190658083

Category

nonfiction

Subjects

Political Science, Science, Marketing