Is there a place for Ideology in Political Marketing?

Abstract

Currently, Political Marketing seems to stray away from ideological connotations, as if these were an exclusive byproduct of outdated paradigms. Contrarily, I argue that ideology is, in fact, deeply present at the heart of our daily lives. Through a reflection on the contemporary technologic, sociocultural and political context, in this article I claim that the concept of ideology transcends political discussion and is inseparable from the way we view the world and listen to what is communicated to us, both as consumers and voters.