№ 2 - 2009
Pshizova S.N.
From «Civil Society» to «Consumers’» Community: Political Consumerism in Comparative Perspective. Part II

In this conclusive part of the article the author analyzes structural and strategic consequences of the continuing professionalization of the political activity, as well as of the growing application of political marketing in the communications with the citizens-consumers, giving accented attention to status-legal and activity parameters characterizing the political vendors. The role of mass media as key intermediaries between the buyers and the vendors at the political market is discussed. Possible risks and threats are analyzed, which are forming at the Russian political market, in particular those connected with the development of political consumerism as one of the alternative forms of political activity under today’s Russian conditions.