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How to sell the plan of labour. Advertising and "mass-psychology action" of the Dutch social democratic labour party (SDAP)
Ist Teil von
Tijdschrift voor sociale en economische geschiedenis, 2005-01, Vol.2 (1), p.84-104
Erscheinungsjahr
2005
Link zum Volltext
Quelle
EZB Electronic Journals Library
Beschreibungen/Notizen
In the 1930s, the Dutch Social Democratic Labour Party (SDAP) adopted a major change in its political program and strategy. This programmatic change enticed the new party leadership to promote a remarkable transformation in the way social democracy would henceforth present and promote itself. Koos Vorrink and his fellow socialists turned to the world of advertising for inspiration. Professional advertising people argued that there was no fundamental difference between selling consumer goods and `selling politics'. Moreover, the social democratic leadership propagated the notion that their electorate should no longer be understood as a more or less homogeneous industrial proletariat waiting to be liberated from capitalism. As a result, social-democratic propaganda became more varied than it had ever been. Different groups were targeted, using all kinds of means of communication available at the time. In the end, however, political traditions marked by segmented constituencies ('pillarization') proved to be too persistent. Hence, the new advertising techniques failed to arouse much enthusiasm or support for social-democratic policies. Reprinted by permission of the International Institute of Social History