Technologies of political marketing in operations of information-psychological war
Date: August 27, 2006Source: Computer Crime Research Center
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Today, observing fast evolution of the election technologies allowing political forces to bring their candidate to the authority, we get more and more convinced, that success in elections of many well-known representatives of the authority is reached thanks to the successfully generated image of the politician combining a victory will, confidence in own power, pragmatic political program, rigidity toward contenders and "touching" attention to problems and cares of ordinary voters. The modern politician cannot manage without army of own policy-technologists, image-makers, promoters, specialists in PR and political advertising, who promote his image as a trade-mark using all opportunities of modern mass media and communications. Actually at a certain moment of the election company the candidate loses his individual features and becomes a political brand which is presented to the consumer, i.e. society, at the elections.
Well-known political technologist Jacque Seguela, who supervised the elective company of Jacque Chirac (1995), already in 1979 formulated this idea in such words: "A politician unlike a writer is a consumption product" [1]. In this respect it is impossible to disagree with T.Ju. Lebedeva that today immemorial aspiration of leaders to reach authority and to keep it has become more commercial with application of all media arsenal which is available now [2].
In modern elective technologies the brand of politician gets the properties of goods which have to be sold competently to voters. In this process a commercial value of such brand is defined by quantity of votes collected in support of the given candidate. Today political technologies of the candidate image promotion and sale to voters are unified by the capacious concept of political marketing which, however, has one specific only for it feature, i.e. political marketing, unlike the commercial one, deals with a special kind of the goods namely the candidate brand, which has its own consumer (electorate), realization market (elections) and commercial cost.
Today both the sphere of policy and the sphere of business operate under the laws of marketing. In the modern policy marketing is developing to the creations of the complete image of the leader, including both its "packing", and brand designing, and choice of the core campaign topics and its tonality [3]. Unlike the elective technologies, in operations of information-psychological war [4-6] the product of commercial consumption is not an image of the separate leader, but an image of concrete political event, sequence of such events, military campaign or foreign policy direction of the state-aggressor as a whole. In this case on the background of the successful armed campaign, for example, the trade-mark representing the armed intrusion in certain light is formed: for example, in the form of the "peace-making operation" addressed to release distressful people of the country, undergone to an attack, from bloody dictatorship, and the whole world community from a threat of, for example, international terrorism (2003, war in Iraq). The consumer of such commercial product, like an image of the military conflict presented in the market by its own trade mark, remain the society which opinion better than any other indicators reflects the success of this product on a sale.
As example of the political marketing technologies application the success image of "emancipating" war in Iraq (2003 - to the moment) can serve [7], when within several months millions of spectators all around the globe bewitchingly followed the multi-series reports of operations which on the popularity have superseded even well-known "soap operas".
In this case in consciousness of the observers the certain image of war was formed thanks to competent management of information streams, dosage of information from a battlefield and sketchiness of real events representation in mass-media, which gradually transfers from a tragedy of at least one nation to some simplified image, a brand of "the struggle against the international terrorism and dictatorship”. Further promotion and consumption of this product by outer and inner audience took place under the laws of commercial marketing, the same way as of any other goods. Today there are no hesitations that the trade mark of the military conflict in Iraq created by the American experts on psychological war allowed to introduce quickly and effectively in the consciousness of population the ideology of preventive use of armed forces in the interests of narrow group political elites governing the USA now. And the price, which has been paid (and continue being paying) by the citizens who have accepted this ideology (i.e. the consumers of the commercial product, namely an image of the military conflict, promoted in the market by means of its own trade mark) are losses, which armies of the USA have in Iraq and Afghanistan, a growing threat from the countries which not without bases believing, that they will be following objects of aggression, and destruction of the formed in tens of years system of political balances and counterbalances, providing international stability. Another bright example of the political conflict “brand” creation and promotion is the psychological campaign of the USA concerning Iran. Under the same laws of political marketing the technology of country’s foreign policy of promotion is built, i.e. through creation of the trade mark which gives to foreign policy the features of the commercial product ready for consumption. Commercial cost of such mark is expressed in quantity indicators of support of the foreign policy by citizens inside of the country and allies outside it; in declination to own advantage someone hesitating and neutral; in inactivity, confusion, passivity of political contenders and opponents.
References.
1. Seguela J. Ne dites pas a ma mere que je suis dans la publicite. P. Flammarion 1979. p. 175.
2. Lebedeva T. Ju. The way to authority. France: president elections/Editor Ja.N. Zasursky. – M.: Moscow University Press, 1995. – p.10.
3. Lebedeva T. Ju. The way to authority. France: president elections ….. – p.16.
4. Manoïlo A. V., Gestion de la guerre psychologique dans le cadre de la politique informationnelle de l’Etat. – P.: Politique et société, №2’ 2004
5. Manoilo A.V., Petrenko A.I., Frolov D.B., 2003: State information politics under the conditions of information – psychological war. – M.: Hot line – Telecom, 541 p.: fig.
6. Veprintsev V.B., Manoilo A.V., Petrenko A.I., Frolov D.B., 2005: Operations of information-psychological war. Methods, means, technologies: Short encyclopedic handbook. - M.: Hot line - Telecom - 495 p.: fig.
7. RIA Iran News, Information-psychological war: factors, determining format of the modern armed conflict (Andrey Manoilo, 22.07.05 11:33),
http://www.iran.ru/rus/news_iran.php?act=news_by_id&news_id=31796
8. Manoilo A.V., Information-psychological war: factors, determining format of the modern armed conflict. – Kiev: Proceedings of the V International scientific-practical conference “Information technologies and security”, №8, 2005 г., p. 73-80.
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