Spinning Forward: Professionalization Among Campaign Consultants

Research output: Contribution to journalArticlepeer-review


Scholars have argued that, as an occupation, campaign consultants' work is closer to an art than to a science. In order to learn whether consultants are professionals, or at least in the process of becoming ones, this study puts campaign consultants' professionalization to the test. Evidence from a 14-year-long, computer-assisted content analysis of Campaigns & Elections, the leading trade journal in the field, shows that campaign consultants are shifting away from an art and moving towards science, a clear indication that professionalization is underway.

Original languageEnglish
Pages (from-to)350-371
Number of pages22
JournalJournal of Political Marketing
Issue number4
StatePublished - Oct 2011


  • campaign consultants
  • campaigns and elections
  • professionalization
  • science

ASJC Scopus subject areas

  • Sociology and Political Science
  • Marketing


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