Would you hire this person? Empowering voters in Peru
2014 (English)In: Media Development, ISSN 0143-5558, no 3Article in journal (Other academic) Published
Democratic processes may have seen resurgence in many developing countries in recent years, but elections often remain a context for political manipulation and consequently alienation of the economically disenfranchised. Much political communications is about marketing of particular candidates, parties and/or platforms. This article documents the genesis of an innovative voter education campaign developed by an advertising agency in Peru having a strong social agenda. The campaign distilled political choices for national leadership into more manageable selection criteria via analogies from daily life. It was designed to cause citizens to self-examine their own political awareness and motivate them to utilise their voting privileges thoughtfully to further a public policy agenda they favoured.
Place, publisher, year, edition, pages
2014. no 3
political communication, social marketing, voter education, citizen engagement, developing countries
Research subject Media and Communication Studies
IdentifiersURN: urn:nbn:se:su:diva-111971OAI: oai:DiVA.org:su-111971DiVA: diva2:777306