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HOW MUCH IS DEMOCRACY WORTH? MARKETING DEMOCRACY AND POST‐COLD WAR SECURITY
Author(s) -
Tuchman Paula S.
Publication year - 1995
Publication title -
southeastern political review
Language(s) - English
Resource type - Journals
eISSN - 1747-1346
pISSN - 0730-2177
DOI - 10.1111/j.1747-1346.1995.tb00067.x
Subject(s) - democracy , deed , rhetorical question , political science , state (computer science) , government (linguistics) , marketing mix , foreign policy , political economy , public relations , marketing , economics , business , law , politics , computer science , philosophy , linguistics , algorithm
As more countries adopt democratic government, their foreign policies increasingly emphasize their democratic commitment. If democracies do not go to war against each other, and physical insecurity still threatens, displaying one's democracy, or marketing it, is useful for demonstrating one's membership in, and commitment to the democratic community. In turn, marketing ultimately enhances a state's physical security. Marketing includes both substantive (deed) and rhetorical (verbal) dimensions. Theoretically, marketing may be better explained by international society perspectives rather than by classical realism. The experiences of the new state of Kyrgyzstan illustrate marketing and its potential rewards.