Populism as political marketing technique

Authored by: Georg Winder , Jens Tenscher

Routledge Handbook of Political Marketing

Print publication date:  November  2011
Online publication date:  March  2012

Print ISBN: 9780415579933
eBook ISBN: 9780203349908
Adobe ISBN: 9781136597442


 Download Chapter



Populism is a widely used communicative strategy in politics that seems to have become more and more important in recent years. Since the mid-1980s populism has entered the political stage of some established Western democracies; to name but a few: Jörg Haider (Austria’s Freedom Party) in Austria; Jean-Marie Le Pen (Front National) in France; Silvio Berlusconi (Forza Italia) in Italy; Josef Blocher (Swiss People’s Party) in Switzerland; and Geert Wilders (Freedom Party) in the Netherlands. Their success has been perceived by some scholars as a typical symptom of fundamental political transformation or political crisis (Taggart 2000: 5), or reflective of disen-chantment with established, ‘old-fashioned’ political parties (Mudde 1996). However, populism is not only a symptom of crisis but also a strategy of managing communicative relationships.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.