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RAS PresidiumОбщественные науки и современность Obshchestvennye nauki i sovremennost

  • ISSN (Print) 0869-0499
  • ISSN (Online) 2712-9101

Political Marketing in Italy: Development Trends and Issues

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PII
S0869049925010108-1
DOI
10.31857/S0869049925010108
Publication type
Article
Status
Published
Authors
Artyom I. Samorodov
  • Occupation: Postgraduate Student
  • Affiliation: Moscow State Institute of International Relations
Volume/ Edition
Volume / Issue number 1
Pages
137-150
Abstract
The concept of marketing in politics is a philosophy according to which electoral success can be achieved by directing coordinated actions of a political party (candidate) to meet the needs of an audience representing a certain market segment. Political marketing in Italy is perceived within two approaches: reductionist (interprets political marketing as technologies used in an electoral campaign) and holistic (considers political marketing comprehensively, presenting it as a system to analyze the relationship between a political organization as a “product” and the “demand” for it in the “market”). Despite the fact that the study and use of political marketing has recently begun to develop in Italy, some political marketing trends can be identified in the country’s political system: Americanization; the desire of political parties to move to the political center; mediatization; personification. However, along with the trends, it is worth noting the obstacles to the development of the political marketing system in Italy: the lack of a stable system of permanent operation of market-oriented parties; the lack of political marketing as an industry; the psychology of the political elite; emerging obstacles at the legislative level.
Keywords
политический маркетинг Италия политическая система политические технологии электоральные технологии
Date of publication
19.09.2025
Year of publication
2025
Number of purchasers
0
Views
26

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