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From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation.
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. By exploring how everyday people assist in the promotion of political media messages to persuade their peers and shape the public mind, Joel Penney offers a new framework for understanding the phenomenon of viral political communication: the citizen marketer. Like the citizen consumer, the citizen marketer is guided by the logics of marketing practice, but, rather than being passive, actively circulates persuasive media to advance political interests. Such practices include using protest symbols in social media profile pictures, strategically tweeting links to news articles to raise awareness about select issues, sharing politically-charged internet memes and viral videos, and displaying mass-produced T-shirts, buttons, and bumper stickers that promote a favored electoral candidate or cause. Citizens view their participation in such activities not only in terms of how it may shape or influence outcomes, but as a statement of their own identity. As the book argues, these practices signal an important shift in how political participation is conceptualized and performed in advanced capitalist democratic societies, as they casually inject political ideas into the everyday spaces and places of popular culture. While marketing is considered a dirty word in certain critical circles -- particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- some of these very critics have determined that the most effective way to push back against the forces of neoliberal capitalism is to co-opt its own marketing and advertising techniques to spread counter-hegemonic ideas to the public. Accordingly, this book argues that the citizen marketer approach to political action is much broader than any one ideological constituency or bloc. Rather, it is a means of promoting a wide range of political ideas, including those that are broadly critical of elite uses of marketing in consumer capitalist societies. The book includes an extensive historical treatment of citizen-level political promotion in modern democratic societies, connecting contemporary digital practices to both the 19th century tradition of mass political spectacle as well as more informal, culturally-situated forms of political expression that emerge from postwar countercultures. By investigating the logics and motivations behind the citizen marketer approach, as well as how it has developed in response to key social, cultural, and technological changes, Penney charts the evolution of activism in an age of mediatized politics, promotional culture, and viral circulation.
This is a story of hope, but also of peril. It began when our nation’s polarized political class started conscripting everyday citizens into its culture war. From their commanding heights in political parties, media, academia, and government, these partisans have attacked one another for years, but increasingly they’ve convinced everyday Americans to join the fray. Why should we feel such animosity toward our fellow citizens, our neighbors, even our own kin? Because we’ve fallen for the false narrative, eagerly promoted by pundits on the Left and the Right, that citizens who happen to vote Democrat or Republican are enthusiastic supporters of Team Blue or Team Red. Aside from a minority of party activists and partisans, however, most voters are simply trying to choose the lesser of two evils. The real threat to our union isn’t Red vs. Blue America, it’s the quiet collusion within our nation’s political class to take away that most American of freedoms: our right to self-governance. Even as partisans work overtime to divide Americans against one another, they’ve erected a system under which we ordinary citizens don’t have a voice in the decisions that affect our lives. From foreign wars to how local libraries are run, authority no longer resides with We the People, but amongst unaccountable officials. The political class has stolen our birthright and set us at one another’s throats. This is the story of how that happened and what we can do about it. America stands at a precipice, but there’s still time to reclaim authority over our lives and communities.
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.
Particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- .
An Analysis Of How emotion functions cooperatively with reason & contributes to a healthy democratic politics.
Jane Addams was the first American woman to receive the Nobel Peace Prize. Now Citizen, Louise W. Knight's masterful biography, reveals Addams's early development as a political activist and social philosopher. In this book we observe a powerful mind grappling with the radical ideas of her age, most notably the ever-changing meanings of democracy. Citizen covers the first half of Addams's life, from 1860 to 1899. Knight recounts how Addams, a child of a wealthy family in rural northern Illinois, longed for a life of larger purpose. She broadened her horizons through education, reading, and travel, and, after receiving an inheritance upon her father's death, moved to Chicago in 1889 to co-found Hull House, the city's first settlement house. Citizen shows vividly what the settlement house actually was—a neighborhood center for education and social gatherings—and describes how Addams learned of the abject working conditions in American factories, the unchecked power wielded by employers, the impact of corrupt local politics on city services, and the intolerable limits placed on women by their lack of voting rights. These experiences, Knight makes clear, transformed Addams. Always a believer in democracy as an abstraction, Addams came to understand that this national ideal was also a life philosophy and a mandate for civic activism by all. As her story unfolds, Knight astutely captures the enigmatic Addams's compassionate personality as well as her flawed human side. Written in a strong narrative voice, Citizen is an insightful portrait of the formative years of a great American leader. “Knight’s decision to focus on Addams’s early years is a stroke of genius. We know a great deal about Jane Addams the public figure. We know relatively little about how she made the transition from the 19th century to the 20th. In Knight’s book, Jane Addams comes to life. . . . Citizen is written neither to make money nor to gain academic tenure; it is a gift, meant to enlighten and improve. Jane Addams would have understood.”—Alan Wolfe, New York Times Book Review “My only complaint about the book is that there wasn’t more of it. . . . Knight honors Addams as an American original.”—Kathleen Dalton, Chicago Tribune
Citizens are caught in a paradox. Voting levels are falling, there are growing feelings of powerlessness, social unfairness and yet citizens are constantly told that they have more choice as well as greater freedom and liberty. This book brilliantly explains these discrepancies. It shows that the new definitions of freedom as responsibility to create prosperity through markets is seriously distorting citizenship whilst appearing to be unbiased and neutral. It exposes inconsistencies in the market-based and apolitical vision of our collective future. This book: outlines how market citizenship involves a new kind of rationality in which citizens are defined as individualized utility maximizers shows how the idea that citizens act primarily to develop their narrow self-interest has encouraged the creation of competitive governance mechanisms analyses how market mechanisms are used to decide who are ′winners′ and ′losers′ - from the loss of youth groups funding to global treaties discussess the shortfalls when key contemporary issues are tackled through ′win-win′ solutions with business working alongside consumers, with little or no role for government explaims how localism and the devolution of power is being used to support the status quo. suggests new kinds of engagement are emerging because markets have undermined politics. Essential reading for students, policy-makers and researchers of citizenship within sociology, politics, economics, geography and social policy.
The 2014 killing of Michael Brown in Ferguson, Missouri, ignited nationwide protests and brought widespread attention police brutality and institutional racism. But Ferguson was no aberration. As Colin Gordon shows in this urgent and timely book, the events in Ferguson exposed not only the deep racism of the local police department but also the ways in which decades of public policy effectively segregated people and curtailed citizenship not just in Ferguson but across the St. Louis suburbs. Citizen Brown uncovers half a century of private practices and public policies that resulted in bitter inequality and sustained segregation in Ferguson and beyond. Gordon shows how municipal and school district boundaries were pointedly drawn to contain or exclude African Americans and how local policies and services—especially policing, education, and urban renewal—were weaponized to maintain civic separation. He also makes it clear that the outcry that arose in Ferguson was no impulsive outburst but rather an explosion of pent-up rage against long-standing systems of segregation and inequality—of which a police force that viewed citizens not as subjects to serve and protect but as sources of revenue was only the most immediate example. Worse, Citizen Brown illustrates the fact that though the greater St. Louis area provides some extraordinarily clear examples of fraught racial dynamics, in this it is hardly alone among American cities and regions. Interactive maps and other companion resources to Citizen Brown are available at the book website.