Week 1 – The People and its Opinions
Opinions Key element in contemporary “model” of political behaviour
- 3 subsequent models 1. Rational (economic) model
• Individual preferences are stable and people act and decide rationally on them
2. Sociological model
• People don’t always act rational, but preferences (values) are stable in time
3. Socio-psychological model / Machigan model
• Values are stable in time (long term), attitudes are stable-ish, opinions are unstable (short-
term fluctuations are possible)
à Opinions are assumed to predict voting behaviors
- Via heuristic cues
- Via aggregated opinions
- Via media logic (polls)
- Via political logic (campaigning)
Week 2 – Political Marketing?
Political marketing Is about political organisations adapting business-marketing concepts and techniques to help them achieve
their goals.
- 3 Core concepts 1. Product-oriented party argues for what it stands for and believes in.
2. Sales-oriented party focuses on selling its argument and product to voters.
3. Market-oriented party designs its behaviour to provide voter satisfaction.
à These very often coexist in political systems
- Genesis - In the US because of (1) specific electoral system, (2) ubiquitous elections and (3) early development
of modern media.
- Today 1. Unique selling proposition
2. High campaign costs + anonymous financing
3. New technologies
Opinions Key element in contemporary “model” of political behaviour
- 3 subsequent models 1. Rational (economic) model
• Individual preferences are stable and people act and decide rationally on them
2. Sociological model
• People don’t always act rational, but preferences (values) are stable in time
3. Socio-psychological model / Machigan model
• Values are stable in time (long term), attitudes are stable-ish, opinions are unstable (short-
term fluctuations are possible)
à Opinions are assumed to predict voting behaviors
- Via heuristic cues
- Via aggregated opinions
- Via media logic (polls)
- Via political logic (campaigning)
Week 2 – Political Marketing?
Political marketing Is about political organisations adapting business-marketing concepts and techniques to help them achieve
their goals.
- 3 Core concepts 1. Product-oriented party argues for what it stands for and believes in.
2. Sales-oriented party focuses on selling its argument and product to voters.
3. Market-oriented party designs its behaviour to provide voter satisfaction.
à These very often coexist in political systems
- Genesis - In the US because of (1) specific electoral system, (2) ubiquitous elections and (3) early development
of modern media.
- Today 1. Unique selling proposition
2. High campaign costs + anonymous financing
3. New technologies
