Political marketing at the frontier of hybrid warfare

Abstract

War and the hybrid threat are two types of activities legally differentiated only by the word „war”. They aim at exploiting and generating vulnerabilities of the target states and have become areas of reflection to identify, classify, understand, and possibly structure the principles for reaction, in the case of „polymorphic” aggressions on states. Among the objectives of the hybrid threats are the communication attacks aimed at weakening the relatonship between the government and the citizens. The analysis of political marketing from the perspective of the concept of „hybrid threat” is a new vision that implies a new theorization at least of the way in which the actors are arranged on the chessboard of the political competition.

Keywords

• political marketing
• hybrid warfare
• hybrid threat
• political elite
• trust
• the unknown unknown