Политически маркетинг, медии и обществено мнение – кой какво и на кого диктува
Political Marketing, Media, and Public Opinion – Who Dictates What to Whom

Author(s): Lyubomir Stoychev, Dimitar Karamitev
Subject(s): Politics / Political Sciences, Social Sciences, Economy, Media studies, Business Economy / Management, Political Theory, Governance, Communication studies, Politics and communication, Politics and society, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: political marketing; agenda setting; public opinion; media; PR
Summary/Abstract: The present paper aims to offer a contemporary and reasoned explanation for the reciprocal dependency between political marketing, the media, public relations, and agenda-setting not only by the media but also by the public. An overview is offered of basic concepts and studies and that leads to an attempt to analyze and clarify these correlations. The main conclusion is that not only do the media influence public opinion, but nowadays ‘reverse agenda setting’ is also present — increasingly intense and subject to a growing number of factors. The paper is only a part of a large-scale study the authors aim to conduct.

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