Abstract
Politicians need to appeal to a significant number of people to get elected. What is the best way of doing this? Do they need to talk? Do they need to spend millions to approach these people? Or do they only need to act to bring about the virtuous life in the citizenry, like Aristotle, the Greek philosopher defined in the 3rd century BC? Using correlation analysis, the researcher aims to answer these questions by examining the relationship between politicians’ capabilities to talk, spend, and act and their popularity and voter increase. Forty-six members of the Nordic Parliaments consisted of the sample of this survey. The results show that the capability to “Act” has a statistically strong positive effect on politicians’ popularity and voter increase. The capabilities to “Talk” and “Spend” were not found statistically significant, though “Talking” has a relatively strong positive impact on politicians’ popularity and voter increase. Contrary to the above findings, spending campaign money has a moderately high negative effect on politicians’ popularity and voter increase. In theory and practice, these preliminary results may facilitate government officials, political parties, and politicians to realize the high degree of influence of their capability to act. In the new era of technology, voters are not interested in public talks and costly campaigns. Voters need to see their politicians “doing” things to make their life easier, safer, and more comfortable.
Presenters
Nicos AntoniadesProfessor, Marketing, DeVry University, Keller Grduate School of Management, New York, United States
Details
Presentation Type
Theme
KEYWORDS
Political Marketing, Capability to Act, Popularity, Voter Increase
