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La politique dans le contexte de la société de consommation
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ISBN10: 6209926207
ISBN13: 9786209926204
Publisher: Editions Notre Savoir
Published: May 1 2026
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: French
ISBN13: 9786209926204
Publisher: Editions Notre Savoir
Published: May 1 2026
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: French
Cette étude examine si, en Allemagne, les méthodes de la publicité pour les produits sont reprises dans la publicité politique. Ce travail se penche ainsi sur les méthodes de campagne électorale qui ont attiré l'attention du grand public avec l'élection de Donald Trump, mais qui étaient déjà connues des experts en marketing. Dans un premier temps, les concepts clés de la publicité politique et de la publicité pour les produits sont définis et leurs méthodes décrites. La thèse centrale de ce travail est que l'opinion publique fonctionne aujourd'hui comme un marché, non seulement pour les offres de consommation et de divertissement, mais aussi pour la politique. Cela signifie que la politique est en concurrence avec d'autres acteurs. La politique démocratique doit toutefois être perçue pour pouvoir promouvoir ses projets. La visibilité constitue donc la condition préalable à la légitimation de la politique. L'analyse s'appuie sur des entretiens avec des experts en marketing politique. La comparaison des deux formes de publicité en est l'élément central.
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