Description
This book argues that Donald Trump's election and Presidency represent the triumph of marketing, branding and segmentation in American politics. An early emphasis on political marketing helped Trump secure the presidency, but his use of marketing sharply limited his presidency. President Trump's political marketing strategy privileged emotion-particularly anger-over policy, constraining his ability to represent all Americans or engage in bipartisan negotiation in Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support, Trump's campaign and presidency focused on providing emotional gratification to his target audience, leading those outside this audience to ultimately feel unrepresented and unsettled, further fracturing the already divided electorate. Donald Trump and the Branding of the American Presidency considers the impact of this new age of political marketing through an extensive analysis of the Trump phenomenon and its implications for future elections.
Author: Kenneth M. Cosgrove
Publisher: Palgrave Pivot
Published: 10/31/2022
Pages: 235
Binding Type: Hardcover
Weight: 1.05lbs
Size: 8.27h x 5.83w x 0.69d
ISBN13: 9783030304959
ISBN10: 3030304957
BISAC Categories:
- Political Science | American Government | General
- Business & Economics | Marketing | General
- Political Science | Public Policy | General
About the Author
Kenneth M. Cosgrove is Associate Professor in the Department of Government at Suffolk University, USA. He teaches and writes about political marketing and branding and has written extensively about the way in which political branding has been used by Conservatives to dominate the Republican Party and American politics, from Ronald Reagan to the present.