A number of different explanations for a growing sense of civic
disillusionment or alienation have been put forward. One view is that
a crisis in liberalism has created the growth of individualism which
undermines the connective nature of civic engagement (Mazzoleni,
2000). An alternative view suggests that it is the communication
process, in the form of political marketing, which has led to a focus on
the individual at the expense of society (Turow, 1997; Putnam, 2000).
Focusing specifically on Britain, Pattie et al. (2004) suggest that there
are a number of factors which are reducing the willingness of citizens
to co-operate: increased geographical mobility; the decline of religion;
the weakening of class solidarity; and the growth of a ‘market state’.
Not all commentators, however, believe that these develop-
ments suggest civic engagement is in decline. Rather, one school
of thought suggests that one type of civic engagement is being
replaced by another. In this new form of civic engagement citizenship
is increasingly based around consumption (Giddens, 1991; Bennett,
1998; Scammell, 2001). Consumer behaviour is increasingly adding
to civic participation through its focus on environmental and ethical
concerns, and the consequent growth of ‘accelerated pluralism’
(Moloney, 2006). Communication by politicians, therefore, needs to
reflect that the recipient is the citizen-consumer not the citizen-voter.Taking political action
Every reader of this book about politics will, after reading it, go on to
practise politics in the all-encompassing sense we defined it in
Chapter 1. Even the most private of individuals will inevitably need
to work with, and on occasion come into conflict with, others in social
situations. At every point upon the globe some state will claim
jurisdiction over your actions. It is hoped that this book will, at a
minimum, have given some sense of the processes at work and have
suggested some sources of further information when they are
required (for more see the Recommended reading sections at the end
of chapters and the Appendix). It is hoped that some readers not
already enrolled on politics courses may have been inspired to do so.
A section of the Appendix gives further details on courses available in
Britain.
Politics is not only a spare-time or academic activity, however.
There is truth in the feminist slogan ‘the personal is the political’. It is238 POLICIES