Маркетингова демокрация
Marketing democracy

Summary/Abstract: The paper presents the fi ndings of a study of electoral databases. Electoral databases as Voter Vault or Vote Builder have played a crucial role in the 2004 and 2008 United States presidential elections, and will probably increase their impact in the future. The paper will claim that electoral databases are accountable as a symptom of the emergence of a new governmental rationality brought about by the transposition of marketing technologies to politics. In order to substantiate that claim, I am trying to demonstrate that marketing rationality enables the use of biopolitical technologies on targets smaller, more unstable and more dispersed than population. I believe that this individualization of biopolitics is able to produce a particular regime of governmentality capable of appropriating concepts as ‘people’ and ‘practices of self’, on which critical theorists often tend to rely in their emancipatory visions. The paper offers as well a discussion on the applicability of electoral databases and microtargeting in Bulgarian politics.

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