Genealogies of The Political Consultant. The Path of The Professionalization of Political Communication Between History of Marketing and Sociology

The purpose of this paper is to analyse the roots of the figure of the political consultant, and to reconstruct the beginning of modern age of political marketing. The paper aims to design a genealogy of those processes in between historiography and sociology, according three main interpretation lines: the role of Americanization exporting in Europe also the technicalities of political marketing; the evolution of full-time professionalism in political consultancy; and the issue of status and collective identity of this profession, particularly related to the evolution of technologies applied to consensus-building.