Representing the voter: reviewing the literature and proposing a new theoretical approach
Due the restricted academic production on voter behavior and political marketing in the public administration area, we believe that the systematization of knowledge produced can show a wide variety of possibilities for critical, theoretical and empirical studies. Most research in voter behavior and...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2012 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Revista de Administração Pública |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/7094 |
| Acceso en línea: | https://periodicos.fgv.br/rap/article/view/7094 |
| Access Level: | acceso abierto |
| Palabra clave: | voter behavior political marketing vote electoral marketing public administration. comportamento do eleitor marketing político voto marketing eleitoral administração pública. |
| Sumario: | Due the restricted academic production on voter behavior and political marketing in the public administration area, we believe that the systematization of knowledge produced can show a wide variety of possibilities for critical, theoretical and empirical studies. Most research in voter behavior and political marketing follows an orientation aligned with the dominant paradigm in marketing management studies. These studies assume that political marketing is an instrument useful to influence the voter, and that political choice is a fundamentally rational decision. Thus, political marketing is usually treated as a sub-area of marketing, following the dominant vision of this discipline. If the candidate is treated as a product, it would be, therefore, possible to change its “marketing mix” and its “positioning”. We understand that those assumptions not only reduce the political importance of the process and underestimate the capabilities of the voter as well as the politician, but also overestimate the importance of the political advertising. An alternative approach to voter behavior proposes that reason cannot be completely disconnected from emotion during the process of individual preference formation. The aim of this article is to present a brief theoretical revision of the studies of the voter behavior, and propose other possible perspectives that could contribute to the development of research in the area. |
|---|