School of Business and Management

Professor Nicholas O'Shaughnessy


Professor of Communications

Telephone: +44 (0)20 7882 7448
Room Number: Mile End, Bancroft Building, Room 3.36


Student drop-in and feedback hours
Wednesday 2:00 - 4:00pm


Research Interests:

The main thrust of Nicholas O'Shaughnessy's recent work has been to evolve a more theoretically rigorous foundation for the field of political marketing (having charted its original parameters). This has also precipitated a general interest in what he sees as the renaissance of propaganda- the relation is after all that of set to subset- and this is explored in 'Politics and Propaganda, Weapons of Mass Seduction'. This seeks to contribute to the evolution of a significantly under -subscribed field of research and to rejuvenate the word 'propaganda' in academic discourse. The scale and significance of this theme and the information collected has led to two further book projects, Propaganda and Culture and The Selling of Hitler. But Nicholas's work on political marketing led also to a more general curiosity about the social impact and significance of marketing, as articulated in such published studies as The Nation as a Brand, or Marketing, The Consumer Society and Hedonism. Alongside this, prompted in part by his recognition of the salience of emotional appeals in American political advertising, developed an interest that fed into the work of John O'Shaughnessy and is embodied in the books they have written to-gether, The Marketing Power Of Emotion (Oxford University Press 2003) and Persuasion In Advertising (Routledge 2003).

Professor O'Shaugnessy is currently a Member of the Editorial Advisory Board, Journal of Public Affairs, 2001-, Journal of Qualitative Marketing 2002-, Journal of Information Technology and Politics 2003-

Prof Nicholas O CV [DOC 125KB]


Journal Articles:

  • Baines PR, O'Shaughnessy NJ (2014) “Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited”, Public Relations Inquiry, 3(2): 163-191
  • Baines PR, O'Shaughnessy NJ (2014) “Political Marketing and Propaganda: Uses, Abuses, Misuses”, Journal of Political Marketing, 13(1): 1-18
  • Baines P, Crawford I, O'Shaughnessy N, Worcester R, Mortimore R (2014) “Positioning in political marketing: How semiotic analysis adds value to traditional survey approaches”, Journal of Marketing Management, 30(1): 172-200
  • ‘Service- Dominant Logic: A Rejoinder to Vargo and Lusch’, European Journal of Marketing (forthcoming) (with J.O’Shaughnessy)
  • The Dark Side of Political Marketing, Islamist Propaganda, Reversal Theory and British Muslims with Paul Baines et al, European Journal of Marketing.  V44  3/4  2010
  • ‘The Service-Dominant Perspective: A Backward Step’, with J. O’Shaughnessy, European Journal of Marketing 2009 Vol. 43 Issue 5/6 pp 784-797
  • “Selling Hitler: Propaganda and the Nazi Brand”, Journal of Public Affairs 9: 55-76 February 2009
  • 'Political Relationship Marketing: Some Micro-Macro Thoughts’. With S.C.M. Henneberg. Journal of Marketing Management 25 1-2  2009.
  • Political Marketing Management and Theories of Democracy (with Maggie Scammell and Stephan Henneberg), Marketing Theory Vol.9 (2) 2009.
  • Selling Terror: The Symbolization and Positioning of Jihad (with Paul Baines), Marketing Theory Volume 9 (2) (pp 207-221) 2009
  • 'Marketing, the Consumer Society and Hedonism', with J.O'S, European Journal of Marketing Vol 36 No 5/6 pp 524-547  August 2002, reprinted in Tadajewski and Brownlie, Eds,  Critical Marketing, Wiley 2008
  • The Selling of The President 2004: A Marketing Perspective’. With S.C.M. Henneberg, Journal of Public Affairs August 2007. Reprinted in D.Johnson (Ed.), the Routledge Handbook of Political Management, Routledge 2008
  •  “RAF and the Battle of Narratives”, Journal of Public Affairs 8; 1-7, 2008.
  • “Bush, Blair -and Hitler? A Review of Comparative Self-Presentation”. Journal of Public Affairs Vol 8 Number 4 November 2008 pp293-303.
  • 'Marketing, the Consumer Society and Hedonism', with J.O'S, European Journal of Marketing Vol 36 No 5/6 pp 524-547  August 2002.Reprinted in Tadajewski and Brownlie, Eds,  Critical Marketing, Wiley 2008
  • ‘Marketing, the Consumer Society and Hedonism: A Reply to Abela’, (with JO’S) European Journal of Marketing March 2007
  • Alpaca Consumption; A Reply to Cathi Mcmullen, Journal of Business Research, November 2007
  • ‘Attitudes to the Environment: An Empirical Investigation of Egyptian Consumers’, International Conference in Business Information Tokyo July 2007. Journal of Contemporary Management Vol. 5 No 1 March 2009 ; with P.Tantawi et al
  • Romancing Alpacas: A Commentary, N. O'Shaughnessy, Journal of Business Research, ISSN: 0148-2963,2007  
  • Response by A.V Abela, ‘Marketing and Consumerism: A Response to O’Shaughnessy and O’Shaughnessy’, European Journal of Marketing Vol 40 1/ 2 2006
  • 'Ways of Knowing And Their Applicability', with J.O'S, Marketing Theory Vol 2 No 2  2002 pp147-164
  • Towards an Ethical Framework for Political Marketing, N. O'Shaughnessy, Journal of Psychology and Marketing, 19(12): 1-16, ISSN: 0742-6046, 2002

Other Publications: