To what extent is marketing a hindrance or help to democracy in the 21st century - Essay Example

How can we explain the effects of marketing in a democratic political system? This question cannot be addressed without establishing marketing as a concept and its relationship with the dynamic social, technological and economic landscape of the 21st century. The terms, mass-market, consumer culture, commodification, among others, characterize the 21st century societies. This underscored how marketing dominates the public sphere with the advent of technology. Here, the masses are either homogenized and heterogenised by marketing through technologies and media platforms that could deliver messages to a whole population simultaneously and real time.

The consumer seduction has been so successful that economic models such as Fordism was able to develop expansionist strategies wherein mass markets have worked against the perpetuation of material class distinctions as economies of scale expanded the size and composition of the consuming population. (Dunn 1998: 119) Schumpeter (1976) talked about this agglomeration of people as some phenomenon that deprives individuals from their capacity to reflect rationally, arguing that when gathered together, people are easily worked into a state of excitement in which primitive impulses, infantilisms and criminal propensities’ replace moral restraints and civilised modes of thinking. (pp. 257) In relating this phenomenon to democracy and politics, we have the fact that leaders compete for votes in the same way that business people compete for customers.

Subsequent application of economic theory to politics reached similar, if not identical, conclusions. John Corner and Dick Pels (2003), for instance, drew attention to the impact of imperfect information on political behaviour in a democracy, to quote: In a situation where views of voters are not immediately transparent to parties and party policy is unclear to voters, each has to incur costs in finding out information. Such costs have to be weighed against the benefits of the