Political Marketing and Its Impact on Democracy

Imam Sofyan



In a modern political competition that is open and transparent, contestants need a
method that can facilitate the distribution of political products, such as new ideas, issues, party
ideology, programs and leadership characteristics to the public. In order to win the election, they
should be able to apply new political communication strategies that are more oriented to voters,
and understand how this can be applied by implementing marketing strategies to promote the
candidate and their political values. However, the use of political marketing has an influence on
the health of democracy. Some scholars believe that it brings about benefits to the democracy
system. In spite of these positif impacts the use of political marketing has drawbacks as well.

Keywords: Political Marketing, Political Campaign, Democracy



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