Political Marketing Applied in China
Introduction
Political Marketing had been widely used in different part of the world. Politicians usually invade the interest to get the attention of the voters. But, before taking into the account of the wide description of political, it is only important to have idea about the foundation of this terms which are the politics and the marketing.
Politics is the science or the art of government; it is also concerned with influencing or guiding the policy of the government. The politics is also the science which deals with holding and winning the control of the government. This term is also the totality of the complex relationship at the midst of the society and the people which has the experience of the particular area that deals with their political point of view (Merriam-Webster Dictionary, 2007). On the other hand, the word marketing has many definitions and many marketing analyst find hard time for its specific definition. To make it short, taking from the marketing expert, the term marketing is the process for the executing and planning the pricing, the conception, promotion, and the distribution of the goods, ideas, services, events and objectives of the organization (Boone and Kurtz, 1998). Additionally, the marketing is the process wherein the society satisfies the needs of the consumption that can be evolve and distributes in the system which are covered by the participants which are under constraints, this can be viewed in two ways as ethical which is in social, and into technical or in economic. This can also create flows or transactions that resolve the separation of the market which can result to the consumption and exchange. In this way, this can also be viewed politically which is the so called political marketing. (Moore, 1994, p. 216).
The definition of the political marketing can also create confusion to people due to its broad meaning. On definition that had been found is that it is the marketing which was designed so that it can influence the consumers regarding the political issues. This concerns the candidate in the public issues and to the public offense. This can be synonymous to the marketing techniques. However, this used in the promotions of the idea and concept and not the specific service or products. These also apply for the motivation to other people in order to vote in the particular idea. (All business.com, 1999).
Political Marketing and its Idea
The concept of political marketing is the development and the analysis to the relationship of the exchange process which had been underlies (Shaughnessy and Henneberg, 2002). This is also the application on the principles of marketing and the political campaign procedure by the various organization and individuals. Accordingly, this involves the development, the analysis, the management, and the execution of strategic campaign by the political parties, the candidates, the lobbyist, the interest groups and the management which search for driving the public opinion, win the elections, advance to their own ideologies, and can pass the legislation for the response of the wants and needs of the groups or the certain people in the society (Kaid, 2004, p. 18). This is therefore must be defined as the following high end marketing as not to forget the needs that can explain its implications and meaning to the political experts. This must also incorporate and conciliate the traditional research of the political science. The political marketing therefore is trying to look on the maintenance, the establishment, and the enhancement on the relationship of the long term voter at the society’s profit and to the political parties. This has also the goal of meeting the involvement of organizations and to political actors who are the individuals. This meaning only targets on the exchange process involving the voters and the parties that can be generalized so that it can meet the demand in the approach of analyzing the whole system which incorporated by the entire activities of the politics. The definition of the political marketing embraces the interest group and political marketing of the government added to the political candidates and to the political parties. The political marketing has the following theoretical principles on the holistic understanding. In the competitive market, it simple exchanges the character. This is also enlarged on the concept regarding the marketing-orientation. Additionally, these can also the multi-level of the character in the technology and into the philosophy. Finally, it services the character (Shaughnessy and Henneberg, 2002).
The Role of Marketing in Politics
Marketing is indeed a profound aspect in the political strategy. This can be used to get the attention of every voter so that they can get their desired interest. This can be used of the development and initiation of the campaign message through the communication and direction to the voters. This technique is obviously needs to have a fund and media (Johnson, 2002).
The operation in the commercial marketing and to the political marketplace is similar to the principles because the successful companies needs marketing strategy that is engaged in the creation of the values of it consumers. This only shows that the marketers must have innovations in their services and products in connection to their customer’s needs and wants. This holds true and same principles to the politicians which keep for their customers’ satisfaction. In this manner, the politicians should have the same orientation and try to have value creation in its constituents through quality of life improvement and the creation of the most benefits while leaving the lowest possible cost. Today, the politics is influence by the technological method and the marketing which are commonly use by American so that they can market their products and of course these also used by most of the politicians around the globe in order to market their ideas and themselves. (Kaid, 2004, p. 18).
Politics and Government in China
China is considered to be the sleeping giant because traditionally it was precisely the richest and strongest existence of empire. This is also the rulers for having the less value in the contact to everyone in the world. In the past years, the western countries had been tended to exploit and ignore China in the politics of the world. The Chins presence had been felt where the cooperation and the riches can threaten the competition and destruction. Nowadays, the country had been standing and considered to be one of rare communist nation which remained and having the limited sings of communism renounced. This also known to be one of country which is less developed but it had been emerged as the primary power of the worlds due to the fact that it has the improvements on its standard of living and to its GNP. This only shows that their leader and their politicians are taking into the account of the development not only to its constituents but also the country in general (Princeton High School Site, 2007).
Review on the Political Communication Campaign of China
Yun Dong – this is communication in Chinese term and it is also important in its communication campaign. This term is also the way of life for the Chinese in the midst of the twentieth century starting at its foundation in 1949. This made to have the importance of the communication campaign in the PRC. According to Cell, the comprehension on the changed of China and its accomplishment can be determined with the aide of the campaign. The communication campaign in China can be defined in terms as media campaign, information campaign and the public campaign. The Chinese Communist Party together with its government made to organized the people for the revolution course. It this manner, the campaign on the Chinese communication made to have been the stronger and the major concern in the success of the communication campaign. These campaigns therefore are responsible for the social, for the political, and to the economic achievement of the country. Based on the research of the political campaign in China and was recorder to start in the Yenan Period, it had been founded that the leadership of Mao Zedong was the main foundation of the communication campaign in China. This only signifies that the launch of the campaign must be from the first six month per lunar year in order to cherish the people and to support the government (Jia, et. al., 2002, p. 134).
The Chinese Electoral System
The Chinese Communist System has an election of seeking process which is consensus and it can also be local or national. Both the state and the party constitution specify that the entire election needs to have a secret ballot right after the democratic consultation. This is also in accordance to the combining principle of the old, middle and the young age. The delegates are said to be elected after the consultation and the repeated deliberation regarding the candidates and after the solicitation of the masses’ opinions which are came from the outside and inside the consultation. The three aged requirements had been presented in the entire level of the state and the party which is the product of the disapproval of the levied prior and after the revolution. On the other hand the young ones are being elected thru the large bodies and to the state start from the Cultural Revolution. The election n the NPC deputies are being called for every five years while the lower and the provincial level had been vary from two years to five years. As to the aim of the other politicians, Mao made to have the principles that the elected officials must follow. These includes the genuine Marxist-Leninist, and the full of heart services on the Chinese and to the entire world, the unification to the majority, they must also be master of the leadership and they must be arrogant and has the courage to face the shortcomings in its work. The revolutionary committees and the people’s congress are being known to be the organization on the political power and the election are offered to the masses so that they can exercise their franchise (Hinton, 1979, p.112).
Political Marketing and Its Application in China
The political marketing can be categorized in three major aspects as in the governing aspects, in the election aspects, and to the international aspect (Wiley, 2007). This had also been applied in China for its campaign politically or in its government communication. The incident that had been cited only proves that the political marketing play an important roles in the politics of China that is why it has been used by most of the politicians in China to acquire votes. Like the other countries and the other politicians, Chinese politicians also market their selves in the public so that they can get the specified vote.
China had made to be democratic as having to the free, all inclusive and competitive elections in the high offices. The election in 2000 in Taiwan made to b exciting in the Chinese History because the incumbent is not a candidate. This had also been resulted to fanatic voters to make a campaign that were handling campaign materials in their favorite candidates. The electoral competition in the greater China made had been sharpened and made significant transformation to the media created an improved spheres publicly that allows for the much accountability and scrutiny in the politics. This part of China made record of boosting the daily release of the newspapers for having the ratio of one in every four of the citizens. On the same manner, there are also broadcast for the hundreds of the cable channels and to the television channels into the country and to the other part of the world. Furthermore, the use of technologies which are computer-base is also allowed as a campaign material. In the use of the information technology is widely used by the politicians because everybody or every voter can have wide access in the campaign. In this manner, the politician and the voter can have cyber interaction. This can have the chance for the politicians to say and write its entire plan to the society and in return the voter can read or listen to the implication of the politicians to the country. This can have the chance for the voter to have broad options on the elections. The candidates also have their respective website wherein the voters can have the right to get out in their comments about the elections and it also wrote down the biography of the candidate and his achievements as a politician. The supporters can have the chance also to donate funds in the campaign periods. Generally, the campaign managers and the candidates have determined the importance of the technology in connection to reaching the voters. This obviously shows that correspondence of the global trend which is an evidence for the use of the internet as a medium in the political communication (Rawnsley, 2003, p.105).
The liberalization and the democratization on the revolution of information can only have the limited impact. This can also have the change in the power of electoral landscape which is beyond the recognition. This only means that characteristic of the election campaign is important and to the image of the candidates. The campaign also are manage by the person who has extensive experience of running candidate-oriented campaign election and media-centered. This can also be concerns to ensure the positive impact coverage of the media. In this manner, it is important to have a positive reinforcement on the “brand name” so that it can retain to the mind of the voters. The campaign is also aware of the negative ads in the newspapers and in the television. This can also have the opinion polls and then incorporate this in the campaign (Ibid, p107).
The election in the greater China is also been influence by the America. There are political changes which allowing for the popular election in the head of the certain state. These only suggest that the candidates are looking for the models which can be an alternative in the election campaign. The new party’s rise and fall of the political parties only signifies that the campaign cannot compensate for the unworkable platforms, unpopular, and to the unmanageable machinery of party. The change in the technology is also one of the reasons for the political marketing in China whereas it can provide the major test of instruction and its application. This can also be the practice of the voters and the politicians in the exploitation of the technical innovation and the marketing approaches that had been used in the election. This is only justifies that embracing the technology is important that is why it kept on doing by the campaign managers and the candidates. This political marketing is not based on the American style rather it is the global trend n the professionalization and to the modernization of the election and political campaign (Ibid, p.109).
The lack of the credibility in the election had been rooted in the hybridized cultures and to the multi-directional flows of the information. Looking at the interdependence approach of the Asia-Pacific in its growing economy can apply in the identity issue and to the cultural flows can have the significant factors in election campaign (Ibid, p. 110).
The election in the greater China had made to be full of noise and more exciting due to the enthusiasm of the participants. Rallies continued to be the preferred method into the mobilizing of the supporters together with the trucks consisting of the sounds were all pass buy all over the major city in the town. This had been done to urge the voters in their candidates to write in the ballot box. The street is also consisting of the campaign leaflets and flags in different colors with the names of the candidates and the parties or the candidate number. However, these traditional ways of political campaign made to improve trough the development of the modern technology of communication. However, the rallies still dominates campaign allows to the supporters have to attend the events. Furthermore, the political campaigns use the communication structures, mobilization and socialization that can be defined in the community. This is commonly the relationship of the personal network. The politicians also attend the civil and the religious ceremonies including the funerals and weddings so that they can strengthen into their relationship into their voters. On the same view of the election campaign, the candidates prefer to meet the electorate person so that it can show its intimacy and its support as well as the shadowing the in the continuing increase of the numbers of reporters and televisions which are being assigned in order to cover the given ticket. This shows that personal approach is expected and appropriate but media is still magnificent to use. Significantly, the main goal of the campaign is to persuade the people to buy the client which is the candidate who is standing in the election. There are also some staffs behind the party who are responsible for the different areas of the campaign as in the chain of accountability and to the advertising. The success of the campaign therefore varies on the consistency of the approach, its unity, chain of command which should be discrete, and to the proper separation of the staff’s responsibility. This also implies a great sense of professionalism and competence (Ibid, p. 111-112).
The campaign in China is also striving for the same objectives as in the political marketing. This also needs to monitor and to manage the campaign which includes in the rivals and therefore needs to responds immediately in the negative news and to the negative attack coverage. This has objectives also of tracking the opinions of the public and to adjust the strategies in accordance to the own polls commission. Seeking the more sophisticated methods for the public guaranteed can also be one of the factors which satisfy in the control of news agenda in connection to the campaign. According to the study of the landmark, these developments only show the significance of the political marketing which is also the strategy of the rationalization, the design, and the way for entering the modern political communication. In this manner, it is important that before posting and printing on the messages, it should be considered first on or to whom these are addressed. This includes the whole process of the marketing process which start from the research market and its study going to the testing and finally to targeting (Ibid, p. 112). The administration of Clinton has been made the suggestion which can deal in the campaign promises that can relates China which can last for more than three years. In this way, The process of the general election can then be determined and had been implemented which consist of the competition, the partisan and the value driven, the searching remarks for the mass media, and the rhetoric (Lampton, 2001, p. 278).
The expansion of the democratic process is the high end reason for the importance of the election campaign. This only insists of the considerable activities for the candidates which can marked by the strategies in the campaign, the styles and presentation, and the content are increasingly depends and therefore must be sophisticated. The officials also are selected by lack of franchise that had been determined that they need to present themselves in the observation of the citizens and in accordance to the taste of the voters. If disapproval may encounter, it is required to have electioneering. The significant importance and used of the election campaign and the participation of the citizens simply signifies that the there is a maturity on the electorate and to the modern campaign of not only in Hong Kong and in China but also in the other part of the Asia and in the World. The election campaign is the pompous way in the political landscape which is occurring regularly in the urban life in China. In comparison to the political marketing, the campaign of election requires much amount of money and time involve, it also needs to have a sophisticated and careful vision and planning which are all translated into the campaign agenda. The electioneering is also applicable in the success of the campaign as it involves the political actors which are the candidates as the way for the maximization of the gains and chances in the lection contest. These are all concern in winning the support of the constituency of the voters. In efficient way of doing this is for the candidates to determine the contents and the styles of the literature in the campaign. This is also includes in making had decision concerning the most efficient in the promotion of getting the image of the voters. To get these, it is ample to have careful plan techniques in the field of campaign so that it can have a maximum benefit. Generally, the candidate and the campaign manager must have to be sensitive regarding the campaigns and the requirements in the Chinese and urban context which can be exercise in the styles and in the practices and determined in the social and in the physical settings (Scott, 2004).
Electioneering Attitudes in China
The classical strategies in campaigning are an important example of application of the political marketing. These had been applying in the styles as had been characterized by the public meetings. Aside from that, it also practiced the use of canvassing to door to door, the use of written documents and the printing of posters. The candidates for the election are still using the traditional techniques which are employ the campaign managers services and keen into the details regarding the content, design, and the placement on the individual flyers, campaign managers, posters and placards. The candidates are also gong into the community visits which canvass the blocks the estates of the public housing which goes from the one unit and to the another platforms. The mini campaign establishment which can have the interaction of the voters and the candidates is also applicable in campaigning period. In this site there are tables that can be use in the campaign materials which can accommodate the voters. In this manner, there it sets up table and had been completed with the campaign music and to the voice as well as to the advertising to the local candidates. In this area, there are prominent displays and posters in the logo and match with distribute leaflets and platforms. The social campaign and the material culture had been started in the written materials, in this manner, the huge characters posters, banners, handbills and to the calendars were being use so that it can announce the proclamation of the government, for the commercial advertising and to the circulate information. The candidates also used the symbols so that employ significant culture wherein his thoughts has the series of images and thoughts for the consideration of the voters. According to the Chinese tradition, the symbols are use to serve as the already seem the search for the auspicious colors, and it can portray a strong and positive elements in the materials and techniques (Ibid).
Conclusion
Political marketing is a major strategy for any candidates in order to get the interests of the voters. Similar to the marketing and advertising, the political campaign or the political communication needs to have plan, strategize and apply properly. China politics also uses the same formula and strategy so that politicians can have the chance to imply their plans to the citizens. In reverse, the voters can also have the options to choose on the best candidates that will suit the society’s needs. The cyber world is also the aide for the political marketing which is often used by most of the politicians nowadays. Furthermore, the most important thing is not the materials or the image of the politician, but beyond the posters and the advertisement it is still pompous to determine the intention of the candidates and it is in heart.
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