معرفی
Professor Paul Baines is a Professor of Political Marketing and Head of Executive Education at the University of Leicester School of Business (ULSB). He also serves as co-Director of the University of Leicester Help to Grow programme (2021-2025) and Principal Investigator for the GreenerFuture Leicestershire project. Previously, he held roles such as Deputy Dean (Strategic Projects) at ULSB. His expertise spans political marketing, propaganda, and strategic communication, with frequent commentary on media platforms. He co-authored leading textbooks including Marketing (Oxford University Press) and the Sage Handbook of Political Marketing. Beyond academia, he is a Ward Member for Charnwood Borough Council, former Mayor of Charnwood (2021-2022), and Shadow Lead for Finance and Investment in the Charnwood Conservative Group. He also holds Visiting Professorships at Cranfield and Aston Universities.
His research focuses on political marketing strategies, propaganda analysis, and the impact of fear/hope appeals in electoral contexts. Notable projects include analyzing ISIS recruitment propaganda and evaluating Russian statecraft via propaganda. His work bridges academic insights with practical policy implications, particularly in counterterrorism communication and voter behavior dynamics.
Publications span over two decades, with recent work addressing pandemic-era marketing challenges, community engagement partnerships, and multi-representational ads for countering radicalization. His academic contributions emphasize interdisciplinary methodologies, combining political science, psychology, and marketing theory to address contemporary societal and governance challenges.
