ABSTRACT
Starting from a (phenomenological-)hermeneutical perspective, the main purpose of this chapter is to discuss whether modern political marketing can be faced as a factor for (political) (de)credibilisation and, consequently, as contributing (or not) to the emergence and/or worsening of what can be referred to as the paradox of (political) credibility. With this aim in mind, its author firstly highlights the two main reasons that, in her view, underpin the objectives proposed. Specifically, on the one hand, the chapter presents a brief epistemological analysis as a means of accessing both the main foundations of modern political marketing and those of (political) credibility. The second of these reasons arises from what appears to be two increasingly evident aspects of daily life in the Western democracies: the extension and expansion of modern political marketing and, concomitantly, the extension and expansion of what has been referred to as the crisis of (political) credibility. On the basis of a joint interpretation of these aspects this chapter establishes, in the third part, what is considered to be the paradox of (political) credibility and the aporia between modern political marketing and (political) credibility that discloses an epistemological obstacle that modern political marketing will have to overcome in order to ensure its future efficacy and make itself an important factor for credibilisation. Subsequently, philosophical anthropology is introduced as a tool with which to analyse modern political marketing and (political) credibility, hence attempting to show how it can make a valid contribution at the level of an important connection between both of them. Accordingly, this paper suggests the need to rethink the focus of modern political marketing, taking into account the theoretical and practical implications of this approach. Lastly, it also stresses the importance of a re-inscriptive perspective through which postmodern political marketing can develop a well-defined ethical-anthropological-political sensibility and being re-centred as a significant agent of (political) credibilisation.
