Evolution of Marketing Political Communication Theory in the West:The Explanation and Integration of Development Factors
Marketing political communication,as a specific form of political communication,refers to the use of commercial tools to gain public support and recognition.This paper,based on historical periods as the basic tool of research,draws on theories from journalism,political science,and political marketing to explore the factors that may have fostered the rise of marketing political communication in Western context.The theoretical explanations for this phenomenon can be categorized into three areas:media development,structural development and marketing development,each focusing on factors and perspectives related to changes in media,political,and market environments.From the perspective of political communication,the paper integrates these three development factors and delineates the historical stages of marketing political communication development.The historical changes in marketing political communication reflect how political communication has transformed from a mere act to a complex process that necessitates careful design and management of political communication activities.
political communicationpolitical marketingdevelopment dynamicsmodernizationhistorical changes
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