Abstract

Repeatedly, in Western democracies, sophisticated marketing techniques are used to manipulate consensus. In this context, "free" markets are interesting only because they contain potential buyers and it is possible to buy consensus. In many European countries (e.g., Italy), in Italy, for example, political scientists apply marketing techniques (advertising, psychological effects) to get (i.e., to buy) political consensus. They work on the premise that the decision to buy a product and the decision to vote for a candidate are equivalent. Their interest is not in convincing, but in shaping an expedient cognitive model.