Maciej Kapko: Election Marketing - an Instrument of Manipulation or a Fundamental Element of Modern Campaigns? The Polish Example

Article

Election marketing came to Poland together with transformations in the economic and political systems. It was first applied to parliamentary elections in 1989. Taking into account its effectiveness, a marketing approach to politics quickly became popularized, influencing the evolution of the democratic system. At the same time many critical voices appeared pointing to the negative effects of this phenomenon. Despite this, politicians have not resigned from the application of political marketing, whose importance for the election results, which they obtain continuously, grows in the age of rapid mass media development.