COMMUNICATION AND POLITICAL MARKETING

THIS ARTICLE STARTS FROM THE ASSUMPTION THAT POLITICAL ACTIVITY HAS LOST ITS SACRED CHARACTERISTIC AND WAS FORCED TO ADAPT TRADITIONAL MEANS OF COMMUNICATION TO THE NEW CANNONS AND SITUATIONS, BECOMING AN OBJECT OF A CONTINUOUS DESCRIPTION IN TE RMS OF THE SPECTACULAR FROM THE POINT OF VIEW OF THE MEDIA AND PARTICULARLY FROM TELEVISION. THE ROLE OF ELECTORAL COMMUNICATION IS DEPICTED IN THE WIDER CONTEXT OF POLITICO -ELECTORAL MARKETING, WITH SPECIAL EMPHASIS LAID ON ITS INSTRUMENTS AND THEIR FURTH ER IMPACT ON THE ELECTORAL PROCESS.

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