America's Two Party System: The Marketing Party and The Product Party

[ProSense]

Dave Johnson and James Boyce
Bio
12.20.2006

America's Two Party System: The Marketing Party and The Product Party

We do have a two-party system in America: The Product Party and The Marketing Party. We have one party that spends its energy and its resources creating a product that will improve the lives of its supporters, and then we have a second party, one that invests its energy and its resources managing perception.

One party offers substance but without the sizzle, and one is so incredibly adept at selling that it can charm you into supporting an agenda that helps only those who don't need it, and actually hurts you and your family.

By mastering the management of perception and with an utter disregard for facts and reality, the Marketing Party's agenda and vision gets implemented - despite its horrendous consequences for the country, and the world. It has never been worse than it is now. The chasm between their vision, its consequences and the lifestyle and security of the average American is mind-boggling.

Snip...

Our "CEO President" Bush appears to be cut from this mold. As it became clear that the Iraq occupation wasn't proceeding as intended, Bush didn't change the product - he changed the sell.

The administration spent $20,000,000 on hiring a PR firm to plant positive stories in the press - instead of spending $20 million on body armor to actually reduce the casualties that fostered the public relations disaster. It created "Vets For Freedom" and planted bloggers among the troops in Iraq to send back positive posts. President Bush made major speech after major speech. And top officials made surprise trip to Iraq after surprise trip to Iraq.

Snip...

Sadly, the past two weeks have showcased the collision of perception and reality. Tragically, the administration continues to hold a cult-like belief in the power of perception management, regardless of circumstances and the politically acceptable options that it has provided itself.

The Iraq Study Group recently came forward with a lifeline for the administration, but their recommendations did not sync with the administration's vision for a moment of victory - again, cheaper to change the marketing. So instead of working with the ISG, Baker and other members were - characteristically - smeared in the right-wing's echo chamber to "soften up" public perceptions in advance of the coming Bush rejection of their advice.

Last week, James appeared as a guest on MSNBC's show THE MOST, and was asked how President Bush could improve the "public's impression" of the war. He said,

"The president doesn't have a problem with the perception of the war, the President has a problem with the facts. ... Eventually the product has to speak for itself, and I think the American People are rapidly coming to the conclusion that we have an Edsel on our hands here. They want a solution, they don't need a new slogan."

more...

Edited to add: The Marketing Party has an advantage.

[blm]

1. Excellent overview. Very readable.

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[IndyOp]

2. Two issues interact: Democratic message & Corporate Media Monopolies...

I heard Bernie Sanders on Air America last week and he mentioned doing something to reverse the damage of the Telecomm bill passed in the 1990's. In 1990 there were 50 different companies that owned all of the major newspapers, radio & TV outlets - now there are 5. Why doesn't the public know that most Veteran leaders are Democratic? Corporate media bias. Why isn't the public able to see through the "marketing party" approach? The corporate media. And, yes, the Dems need to get the message right - ESPECIALLY in regards to "branding" the coming economic recession and Iraq Occupation failures. The REPUBLICAN RECESSION OF 2007 - the FAILURE OF THE REPUBLICAN IRAQ OCCUPATION. Brand them early and often.

And, by the way, the best way I can imagine "getting around" the corporate media monopoly to communicate to our fellow citizens that Democrats know how to make government work for us -- is the Blue Tigers -- Democratic Parties reaching out to help real people solve day-to-day problems, like high heating bills.

[unpossibles]

3. I agree. I saw a great show on PBS last night about marketing and branding

and it used Frank Lutz (sp?) as an example of marketing. he's the guy who came up with the Contract For America, and changing terms like Estate Tax to Death Tax to bolster support by essentially making people think that it effects everyone not just the rich.

It's something I have noticed, but... damn it, it pisses me off. I understand the idea of advertising and even marketing, but it really bothers me how much this is taking hold of our society. I really think this will be the death of our culture as we bury ourselves in unnecessary junk which we're told we need, as our women (and some men) starve themselves in an attempt to reach a physically impossible and unhealthy standard which exists solely to make some people rich.

Companies desire branding which creates cult-like fanaticism and inspires brand loyalty to the point of absurdity. They won't rest until we have logos tattooed on our bodies, when we are all indentured servants to the Megacorporations.

What really sucks on a personal level as well: I think I would be great at marketing. I often come up with ideas that I later see in commercials and TV shows. If only I would be willing to sell my soul, I could have a great career as a pimp. no thanks.