Elity, marketing polityczny, wybory. Uwagi na marginesie wyborów prezydenckich i parlamentarnych
Elites, political marketing, elections. Sideline remarks on presidential and parliamentary elections

Summary/Abstract: While reflecting upon the most recent parliamentary and presidential elections in Poland, the author explores links between political marketing and political elites. The interrelations are put into four groups: (1) political marketing is employed to transmit a political formula from elites to masses in the form of alluring marketing messages including, among others, populist speeches, the evocation of a crisis, emotive appeals, the notion of the enemy, black-and-white rhetoric, sensational black PR and the like; (2) marketing is the domain of elites which both shapes it and benefits from it; political elites organise press conferences, appear on radio and TV, take part in interviews, produce leaflets and posters, air election spots in order to inculcate their image in social consciousness and become identifiable among voters; (3) the way a party is promoted is up to elites who offer their recipients a set of roles in line with the political demand; the message is tailored to the place and time of the election campaign and highlights ideological continuity of the political party; (4) elites make use of the carnival-folk layer of marketing practices in politics whereas the election ritual of contemporary societies is embedded in the culture of entertainment and is governed by media communication rules.

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