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Politično prepričevanje in strategija volilnega marketinga
Vreg, France, 1920-2007
Analiza štirih modelov komuniciranja: 1. komunikativna interakcija, 2. model prepričevanja in strateške interakcije, 3. model politične propagande, 4. strategija političnega marketinga. V stvarnosti ...ne omogočajo komunikativne interakcije in recipročnost se omeji na proučevanje potreb publike - zaradi učinkovitejšega vplivanja. Komunikacijski modeli se v stvarnosti ne pojavljajo v "čisti" obliki; uveljavlja se "sobivanje" dveh ali več komunikacijskih modelov. Paradigmi komunikativne interakcije in političnega prepričevanja se prepletata z modeloma strateške interakcije in politične propagande. Hkrati pa propagandna in marketinška akcija - sodobna deformacija stare galske vizije Herkula, simbola govorniške moči - "vsrkavata" model političnega prepričevanja, da bi zabrisali metode duhovne represije in si nadeli patino demokracije. V sodobni demokraciji si "zmago" laste uspešni menedžerji marketinške akcije, ne pa civilna družba in "suvereni" narod.
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