Political Marketing and the Election of 2020

Jody C Baumgartner, Thomas Harriot College of Arts and Sciences Distinguished Professor, teaches political science at East Carolina University (ECU), Greenville, USA. He received his Ph.D. in Political Science from Miami University, Oxford, USA, in 1998, specializing in the study of campaigns and elections. He has been at ECU since 2003. Baumgartner has authored or edited 11 books, numerous journal articles, and book chapters, individually or in collaboration with others, on political humor, the vice presidency, and other subjects.Bruce I. Newman is a Professor of Marketing and Wicklander Fellow in Business Ethics in the Department of Marketing at the Kellstadt Graduate School of Business at DePaul University, Chicago, USA. Dr. Newman is the author/editor of several books and articles on political marketing, most recently Brand (2018 with Todd P. Newman), The Marketing Revolution in Politics (2016), and The Marketing of the President (1994). He is the Editor-in-Chief of the Journal of Political Marketing and former Advisor to the Clinton White House in 1995-96.

• Introduction: Political Marketing and the Election of 2020 1. On Political Brands: A Systematic Review of the Literature 2. A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns 3. Marketing Female Candidates as “Women”: Gender and Partisanship’s Influence on Issue Discussion on Twitter in 2020 4. Tipping the Twitter vs. News Media Scale? Conducting a Third Assessment of Intermedia Agenda-Setting Effects during the Presidential Nomination Season 5. An Application of Psychological Reactance Theory to College Student Voter Registration and Mobilization 6. Candidate Evaluations and Social Media Following during the 2020 Presidential Campaign Afterword: Political Marketing, the 2022 Midterms and Future Campaigns