| Description |
1 online resource : text file, PDF |
| Contents |
Cover; Title Page; Copyright Page; Dedication Page; Contents; Introduction: The marketing of public policy; Structure of this book; Chapter 1 Public policy dynamics: itâ#x80;#x99;s communication in a complex world; Chapter 2 Wicked problems and their application: itâ#x80;#x99;s hearts and minds communication; Chapter 3 Institutions and political structures: itâ#x80;#x99;s the source and channel of communication; Chapter 4 Agenda setting, framing and priming: itâ#x80;#x99;s about managing your message; Chapter 5 Social marketing: itâ#x80;#x99;s about managing your publicâ#x80;#x99;s behaviour |
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Chapter 6 Activism, advocacy and public opinion: itâ#x80;#x99;s about managing social movementsChapter 7 New media are mainstream: itâ#x80;#x99;s a new channel for communication; Chapter 8 National issues and trade-offs: itâ#x80;#x99;s communicating what is the best option; Note; PART I: Complexity and communication theories; Chapter 1: Public policy dynamics: Itâ#x80;#x99;s communication in a complex world; Understanding policy models; Understanding complexity theories; Communication models track complexity; When complex is treated as a neat problem; Case study 1.1: the Singapore White Paper on population |
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A neat social problem: the hearts, home and hope narrativePublic reaction: hurts and minefields; Aftermath of the Population White Paper; Conclusion: complexity, hurts and minefields; Notes; Chapter 2: Wicked problems and Their application: Itâ#x80;#x99;s hearts and minds communication; Characteristics of wicked problems; No definite formulation of a wicked problem; Wicked problems have no stopping rules; No ultimate test of a solution to a wicked problem; Every wicked problem is a symptom of another problem; Case study 2.1: ObamaCare; No definite formulation of a wicked problem |
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Wicked problems have no stopping rulesNo ultimate test of a solution to a wicked problem; Every wicked problem is a symptom of another problem; Case study 2.2: Brexit, the UK to leave the EU; No definite formulation of a wicked problem; Wicked problems have no stopping rules; No ultimate test of a solution to a wicked problem; Every wicked problem is a symptom of another problem; Marketing complex policies; Conclusion: complexity, hurts and minds; Notes; Chapter 3: Institutions and political structures: Itâ#x80;#x99;s the source and channel of communication; Understanding institutions; People power |
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Policy elites and networksCore institutions; The media as an institution; Markets as an institution; Global institutions; The United States: institutions and ideologies; People power; Policy elites and networks; Core institutions; Media; Markets; Global institutions; China: institutions and ideologies; People power; Policy elites and networks; Core institutions; Media; Markets; Global institutions; Other institutions; Institutions and complexity; Conclusion: complexity, hurts and minefields; Notes; PART II: Communication practice |
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Chapter 4: Agenda setting, framing and priming: Itâ#x80;#x99;s about managing your message |
| Summary |
"Policy analysts and policy planners should start from the premise that obstacles, uncertainties and surprises are important features of policy-making. All public policies should be treated as complex problems, from the outset. Complexity theorists start from the premise that complex policies are ill-defined and ambiguous. There is often little consensus about what the problem is, let alone how to resolve it. Into the complexity of the wicked problem fray, Marketing Public Policy introduces the role of communication scholars and practitioners whose models and practices focus on people, processes, opinions and behaviour as causes of organisational complexity. Communication practice's role is to provide ideas on how to navigate, diagnose and interpret issues with a view to persuading the public to change its behaviour or opinions. From the case studies presented in this book, we see that despite rationally excellent macro- and micro-planning of policies to win the hearts and minds of citizens, public policies still deteriorate into hurts and minefields. The case studies are drawn from China, Indonesia, India, the USA, the UK and Europe to show that policy-making is always a complex issue in any country, whatever the political structure, whether democracy or communism."--Provided by publisher |
| Subject |
Advocacy advertising-Case studies
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Communication in politics-Case studies
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Persuasion (Psychology)-Case studies
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Policy sciences.
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Political planning-Case studies
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Policy sciences.
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| Form |
Electronic book
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| ISBN |
9780203712177 |
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020371217X |
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9781351362160 |
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135136216X |
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9781351362146 |
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1351362143 |
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