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

The Citizen Marketer - Oxford Studies in Digital Politics Penney, Joel (Assistant Professor of Communication and Media, Assistant Professor of Communication and Media, Montclair State University)

The Citizen Marketer explores how everyday people circulate political media messages in the hopes of persuading peers and shaping the public mind. By examining the logics behind spreading political memes, hashtags, and more, Joel Penney charts the promises of citizen marketing for expanding democratic participation, as well as the risks that these practices pose for polarization, the trivialization of issues, and control and manipulation byelites.