Download Building a Business of Politics: The Rise of Political Consulting and the Transformation of American Democracy AudioBook Free
Political races in the United States rely intensely on highly paid political consultants who carefully curate the images of politicians, recommend candidates on polling and analytics, and form voters' perceptions through advertising techniques. More than half of the $6 billion put in in the 2012 election went to consultants who manipulated virtually every part of the campaigns, from polling, fundraising, and advertising to more book techniques of public advertising and micro-targeting. These consultants play a central role in political campaigns - identifying not only how the public sees politicians, but also how politicians see the people. In Building a Business of Politics, creator Adam Sheingate traces the history of political consultants from its roots in the promotion experts and pollsters of the 1920s and 1930s to the strategists and advertising specialists of the 1970s who transformed political campaigns into an extremely profitable business. Today, consultants command a hefty charge from politicians as they switch campaign cash from special interest groupings and prosperous donors into advertisements, polls, and direct mail solicitations quality of modern campaigns. The implications of this system on the state of American democracy are significant: the climb of the long lasting campaign brings with it the climb of a long lasting campaign industry. A specialist political school stands between the voters and those who promise to stand for them, influencing announcements on both factors. Sheingate not only shows how political consultants have reshaped politics, though; he also covers recent developments like the commercialization of digital campaign tools and the loan consolidation of the political consulting industry into global advertising conglomerates. Building a Business of Politics is both a definitive accounts of the consulting occupation and a robust reinterpretation of how political professionals reshaped American democracy in the present day era.
