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Would you hire this person? Empowering voters in Peru
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2014 (English)In: Media Development, ISSN 0143-5558, no 3Article in journal (Other academic) Published
Abstract [en]

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
Keyword [en]
political communication, social marketing, voter education, citizen engagement, developing countries
National Category
Business Administration
Research subject
Media and Communication Studies
URN: urn:nbn:se:su:diva-111971OAI: diva2:777306
Available from: 2015-01-08 Created: 2015-01-08 Last updated: 2016-03-10Bibliographically approved

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