推销总统：作为执政策略的白宫政治营销
发布时间：2018-09-08 18:53
【摘要】： 自二十世纪六、七十年代以来,美国政治生态的变迁,特别是利益集团的发展、政治筹码的不断增加,以及府会之间关系的紧张程度加剧,对总统在华盛顿政治中传统上所采用的游说策略与协商策略提出了挑战。随着媒体技术及政治咨询业的进步,肯尼迪之后的总统愈加重视通过民意测验、草根动员及宣传广告等类似于商业营销的方法积极寻求民意对自己总体工作及当前议题的支持。人们把这种新型的总统执政手段称为“白宫政治营销”。 简单地说,作为总统执政策略的政治营销就是白宫采用类似商业营销理念与工具进行执政的方法。商业以利润为最终目的,而政治市场上的货币则是民意。随着美国的传统政治生态在后工业时代的不断演变,白宫政治营销活动日益频繁,手段逐渐多样,不仅在很大程度上取代了过去的总统与其他政治行为者之间的沟通和协商原则,还加剧了华盛顿政治过程中的竞争心态。 鉴于政治营销学对中国来说是一个较新的学科,本文将重点回答以下问题:什么是政治营销的本质?白宫政治营销活动如何进行?这种新型执政策略得以出现和发展的原因是什么?对美国的总统政治及美国民主又会产生哪些影响? 通过对白宫政治营销这种新型执政策略进行系统的梳理和考察,本文的结论为:由于促使总统开始大规模利用民意的那些因素仍然存在,白宫政治营销策略将会不断发展;其结果不仅会进一步扩大总统的权力,还会大大增加总统连任的可能性;假如不对此种发展趋势加以限制,华盛顿政治中的对抗性将持续增大,使美国的多元主义民主表现出更多的零和博弈特征。 全文共约十三万字,分为五章。第一章主要回答两个问题:当代美国总统为何愈来愈多地采用政治营销策略?并且,这种策略与注重讨价还价的沟通和协商策略之间的本质区别是什么? 第二章对白宫政治营销的发展历史及现状进行考察,包括白宫公关活动的扩大、总统运用诉诸民众策略的发展,以及民意测验的作用。本章试图说明,尽管当代白宫政治营销的原始形态可以追溯到美国建国之初,但直到上世纪六、七十年代,它才真正成为一种用来增加总统权力的机制化手段;并且,自那时起,美国总统开始越来越多地在执政过程中用到这种领导策略。 第三章回答总统究竟如何利用政治营销战略的问题。首先介绍白宫营销团队的发展,以及政党和利益集团在营销活动中的作用;之后对白宫政治营销战略的运行模式进行详细阐述,尤其强调此种战略的系统性;最后,借助克林顿政府在2000年成功营销对华永久正常贸易关系法案的案例,对以上模式予以更加具体的解释。 第四章通过对1993-94年医疗保健改革法案及1996年联邦预算案中白宫政治营销战略的比较,分析了影响此种战略实施效果的关键变量,具体包括:营销的时机、强度、内部统一性及多种策略之间的配合程度。 第五章研究当代白宫的政治营销活动对于总统政治与美国民主的影响。基于多元主义民主理论,本文根据政治营销与传统的游说及协商策略所产生权力的异质性,区分了这两种执政策略所体现的不同的民主特征。最后,文章指出,虽然总统应该对主流民意的方向保持高度敏感,但是,对政治营销战略的过度依赖必然会对美国民主的长期发展产生众多不利的影响。 文章的结语除了对本文所做研究进行总结外,还对当代各国政府普遍利用民意调查来加强政策合法性的趋势进行了探讨。
[Abstract]:Since the 1960s and 1970s, the changes in the political ecology of the United States, especially the development of interest groups, the increasing political chips and the increasing tension between government and congress, have challenged the traditional lobbying and negotiation strategies adopted by the President in Washington politics. With the development of media technology and political consultation As the industry progressed, President Kennedy became increasingly concerned with seeking public support for his overall work and current issues through public opinion polls, grassroots mobilization, and commercial advertising.
Simply put, political marketing as a presidential strategy is the White House's approach to governing with similar business marketing concepts and tools. Business aims at profit, while money in the political market is public opinion. The gradual diversification of means not only largely replaced the principles of communication and consultation between past presidents and other political actors, but also intensified the competitive mentality in Washington's political process.
Given that political marketing is a relatively new discipline for China, this paper will focus on answering the following questions: What is the nature of political marketing? How does the White House conduct political marketing activities? What are the reasons for the emergence and development of this new strategy of governance? What impact will it have on American presidential politics and American democracy?
Through a systematic review of the new White House political marketing strategy, this paper concludes that the White House political marketing strategy will continue to evolve because of the factors that prompt the president to start making large-scale use of public opinion; the result will not only further expand the power of the president, but also greatly increase the re-election of the president. Possibilities; if this trend is not limited, the antagonism in Washington politics will continue to grow, making American pluralist democracy more of a zero-sum game.
The first chapter mainly answers two questions: why are more and more contemporary American presidents using political marketing strategies? And what is the essential difference between this strategy and bargaining-oriented communication and negotiation strategies?
Chapter Two examines the history and current situation of White House political marketing, including the expansion of White House public relations activities, the development of President's appeal to the public strategy, and the role of public opinion polls. It was only then that it became a truly institutionalized means of increasing presidential power; and since then, more and more presidents have been using this leadership strategy in the course of their administration.
Chapter three answers the question of how the president actually uses the political marketing strategy. First, it introduces the development of the White House marketing team and the role of political parties and interest groups in marketing activities. Then it elaborates on the operation mode of the White House political marketing strategy, especially emphasizes the systematicness of the strategy. Finally, with the help of the Clinton Administration, it makes use of 20. The successful marketing of the Permanent Normal Trade Relations Act against China in 2000 provides a more specific explanation of the above model.
Chapter 4 compares the White House's political marketing strategy in the 1993-94 health care reform bill and the 1996 federal budget, and analyzes the key variables that affect the effectiveness of the strategy, including the timing, intensity, internal unity and the degree of coordination between various strategies.
The fifth chapter studies the influence of the political marketing activities of the White House on the presidential politics and American democracy. Based on the theory of pluralistic democracy, this paper distinguishes the different democratic characteristics of the two strategies according to the heterogeneity of power generated by political marketing and traditional lobbying and negotiation strategies. The president should be highly sensitive to the direction of mainstream public opinion, but over-reliance on political marketing strategies is bound to have many adverse effects on the long-term development of democracy in the United States.
The conclusion of the article not only summarizes the research done in this paper, but also explores the trend that contemporary governments generally use public opinion surveys to strengthen the legitimacy of policies.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：D771.2
本文编号：2231390
[Abstract]:Since the 1960s and 1970s, the changes in the political ecology of the United States, especially the development of interest groups, the increasing political chips and the increasing tension between government and congress, have challenged the traditional lobbying and negotiation strategies adopted by the President in Washington politics. With the development of media technology and political consultation As the industry progressed, President Kennedy became increasingly concerned with seeking public support for his overall work and current issues through public opinion polls, grassroots mobilization, and commercial advertising.
Simply put, political marketing as a presidential strategy is the White House's approach to governing with similar business marketing concepts and tools. Business aims at profit, while money in the political market is public opinion. The gradual diversification of means not only largely replaced the principles of communication and consultation between past presidents and other political actors, but also intensified the competitive mentality in Washington's political process.
Given that political marketing is a relatively new discipline for China, this paper will focus on answering the following questions: What is the nature of political marketing? How does the White House conduct political marketing activities? What are the reasons for the emergence and development of this new strategy of governance? What impact will it have on American presidential politics and American democracy?
Through a systematic review of the new White House political marketing strategy, this paper concludes that the White House political marketing strategy will continue to evolve because of the factors that prompt the president to start making large-scale use of public opinion; the result will not only further expand the power of the president, but also greatly increase the re-election of the president. Possibilities; if this trend is not limited, the antagonism in Washington politics will continue to grow, making American pluralist democracy more of a zero-sum game.
The first chapter mainly answers two questions: why are more and more contemporary American presidents using political marketing strategies? And what is the essential difference between this strategy and bargaining-oriented communication and negotiation strategies?
Chapter Two examines the history and current situation of White House political marketing, including the expansion of White House public relations activities, the development of President's appeal to the public strategy, and the role of public opinion polls. It was only then that it became a truly institutionalized means of increasing presidential power; and since then, more and more presidents have been using this leadership strategy in the course of their administration.
Chapter three answers the question of how the president actually uses the political marketing strategy. First, it introduces the development of the White House marketing team and the role of political parties and interest groups in marketing activities. Then it elaborates on the operation mode of the White House political marketing strategy, especially emphasizes the systematicness of the strategy. Finally, with the help of the Clinton Administration, it makes use of 20. The successful marketing of the Permanent Normal Trade Relations Act against China in 2000 provides a more specific explanation of the above model.
Chapter 4 compares the White House's political marketing strategy in the 1993-94 health care reform bill and the 1996 federal budget, and analyzes the key variables that affect the effectiveness of the strategy, including the timing, intensity, internal unity and the degree of coordination between various strategies.
The fifth chapter studies the influence of the political marketing activities of the White House on the presidential politics and American democracy. Based on the theory of pluralistic democracy, this paper distinguishes the different democratic characteristics of the two strategies according to the heterogeneity of power generated by political marketing and traditional lobbying and negotiation strategies. The president should be highly sensitive to the direction of mainstream public opinion, but over-reliance on political marketing strategies is bound to have many adverse effects on the long-term development of democracy in the United States.
The conclusion of the article not only summarizes the research done in this paper, but also explores the trend that contemporary governments generally use public opinion surveys to strengthen the legitimacy of policies.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：D771.2
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