Jump to ContentJump to Main Navigation
The Citizen Marketer - Oxford Scholarship Online
Users without a subscription are not able to see the full content.

The Citizen Marketer

Joel Penney


From hashtag activism to the flood of political memes on social media, the landscape of political communication is being transformed by the grassroots circulation of opinion on digital platforms and beyond. The Citizen Marketer offers a new framework for understanding this phenomenon by exploring how everyday people assist in the promotion of political media messages in hopes of persuading their peers and shaping the public mind. The analysis is grounded in the firsthand testimony of citizens who have engaged in popular activities such as changing their profile picture to a protest symbol, twe ... More

Keywords: activism, political communication, memes, social media, viral marketing, digital marketing, political marketing, political participation, advocacy, protest

Bibliographic Information

Print publication date: 2017 Print ISBN-13: 9780190658052
Published to Oxford Scholarship Online: June 2017 DOI:10.1093/acprof:oso/9780190658052.001.0001


Affiliations are at time of print publication.

Joel Penney, author
Assistant Professor of Communication and Media, Montclair State University