Overview
- Provides an extensive examination of the Trump phenomenon from political marketing perspective
- Considers the impact of political marketing on American politics and culture
- Explains how branding & segmentation led to Trump presidency & how they do same for other kinds of candidates
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
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Authors and Affiliations
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.
Bibliographic Information
Book Title: Donald Trump and the Branding of the American Presidency
Book Subtitle: The President of Segments
Authors: Kenneth M. Cosgrove
DOI: https://doi.org/10.1007/978-3-030-30496-6
Publisher: Palgrave Pivot Cham
eBook Packages: Political Science and International Studies, Political Science and International Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-30495-9Published: 31 October 2022
Softcover ISBN: 978-3-030-30498-0Published: 31 October 2023
eBook ISBN: 978-3-030-30496-6Published: 30 October 2022
Edition Number: 1
Number of Pages: XI, 235
Number of Illustrations: 1 b/w illustrations
Topics: US Politics, Political Communication, Branding, Legislative and Executive Politics