ABSTRACT
Many commentators, both in academia and the media, and some politicians, see the adoption of political marketing and its lessons by parties as a threat to honest politics and good government, amounting to the abandonment of principles for populism. Developments such as the introduction of spin doctors, triangulation of policy and the ‘permanent campaign’ are seen as undermining traditional political virtues such as adherence to moral or ideological principles, as leading to barely distinguishable parties or candidates that make a mockery of the purpose of elections to offer the public a choice between alternatives, and as encouraging governments to behave irresponsibly for short-term gains in popularity rather than exercising judgement. Even the parties’ use of opinion research to guide their decisions is demonised.
