این متن در سال 2012 در خبرنامه ی گروه بازاریابی سیاسی موسسه علوم سیاسی انگلستان منتشر شده است. عجالتا متن را اینجا می گذارم تا در فرصت مناسب خلاصه فارسی آن را ارائه دهم:
The
State of Political Marketing in Iran
Published in June
2012 PMG Newsletter
Mitra
Naeimi
Political
Marketing is very young in Iran. There
is neither a political marketing discipline nor a political marketing
department in Iranian universities. Also, most of those scholars who work on
political marketing are affiliates of business management and marketing
departments, rather than members of communication or political science ones.
It is not possible to find a vast array of
PM books in Iran. Few political
marketing books have been written in Iran such as Political marketing-advertising
techniques (by Hasan Sabilian Ardestani, 2008) and Theoretical introduction
to marketing and political advertisement in the West (by Mahmoud
Mohammadian & Ja’far Shamsi, 2009).
Also, we can find two PM books
(in English) which are translated into Persian; Election campaigning: The
new marketing of politics (Dennis Kavanagh, published in 1995, translated
into Persian in 2001), and The mass marketing of politics: Democracy
in an age of manufactured images (by Bruce I. Newman, published in 1999,
translated into Persian in 2012).
It seems that An American approach to
political communication: An analysis of Barack Obama’s media campaign strategies in the 2008 Presidential election
(by Mitra Naeimi, 2009) is the first political marketing MA thesis in Iran. This research is a qualitative one that offers
a new model to explain political marketing/branding process. The political marketing
effects on voting behaviors in the election of Tehran City Council- political elites
views (by Pouria Gholipour, 2010) and The promotion of the Iranian
citizens' political participation: An explanation of the role of political marketing - views of the
political party leaders (by Oveis Toofany Asl, 2007) are two other related theses. However
these two theses are quantitative ones which measure the views of political
elites about effects of political marketing techniques on voters or on citizens'
political participation, and in that sense, they can hardly be considered as
political marketing theses.
By comparison, the number of PM articles
in Persian is more than PM books and theses. Most of these articles are non-peer-reviewed
articles published in newspapers or on the websites and blogs. On the other hand, most of them are not
concerned with political marketing strategies or processes, but related to techniques
of political advertisings and propaganda (e.g. persuasion). Besides, it seems
that, the only Persian peer-reviewed article is Political
marketing: Towards market oriented political organizations (by Bahram Kheiri, Mansoureh Abbasalizadeh, 2009) published in
Management of Organizational Culture (Vol: 18).
Having said all these, as interdisciplinary
approaches are clearly taking over social sciences,
there is a need for an interdisciplinary approach to political marketing in
Iran. We must establish PM as a
discipline not only in management departments but also in political science and
communication departments, or even in independent departments. Moreover, Iranian scholars must do further
research on Iran -as a case study- to realize the characteristics of Iranian
context and the ways in which political marketing theories must be adapted to the
Iranian context.
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