POLITIČKA SOCIJALIZACIJA ILI POLITIČKI MARKETING?

Ana Nešić

Lazar Žolt

Sažetak

Politička socijalizacija čini sastavni deo socijalizacije svakog pojedinca, jer je zasnovana na usvajanju određenih političkih vrednosti i stavova kojima se oblikuje političko ponašanje. Promene u tehnološkim pristupima političkoj socijalizaciji doprinele su promeni i principa socijalizacije, usmeravajući ih ka bržim, efektnijim, ali i kraće usvojenim kriterijumima, koji su uglavnom usmereni na trenutne efekte određenog političkog ponašanja. Ukoliko se ovaj trend uticaja savremenih tehnologija u politici nastavi, kao što se očekuje, proces političke socijalizacije će se u velikoj meri još više promeniti i usmeriti na marketinške aktivnosti. U radu se analiziraju pristupi političkoj socijalizaciji, kroz usvajanje vrednosti i kroz marketinške aktivnosti, kao i efekti koji se javljaju kao posledica njihovog delovanja.

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