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Comunicarea politica prin Social Media si reactiile publicului online
Abstract
Sistemele de comunicare politice au cunoscut o schimbare radicala a mecanismelor de functionare, odata cu dezvoltarea internetului, in general, si a Social Media, in particular. Daca in perioada incipienta a sistemelor clasice de comunicare politica, actantii principali ai diseminarii mesajului politic erau jurnalistii si politicieni, iar publicul nu avea mijloace de interactiune cu acestia, feedback-ul lor fiind intârziat sau chiar inexistent, in perioada Social Media, puterea de influenta a jurnalistilor si politicienilor a scazut considerabil, iar procesul comunicarii este dirijat de utilizatorii retelelor sociale, care personalizeaza mesajul politic, il distribuie si il dezbate, printr-o comunicare interpersonala, in grupurile lor sociale.
Supplementary resource (1)
In its role as a tool that facilitates participation, Facebook acts as a channel of political communication with different mechanisms than traditional media. At the same time, Facebook offers new means of receiving the audience, characterized by a targeting of the very good target audience. The Facebook page of a political party facilitates interaction and political participation, making possible a two-way communication model and facilitating increased political participation of public opinion. The platform is not mediated and has no boundaries as traditional media has, which means that parties have direct access to more people than ever. Moreover, it is also noted that, on Facebook, the political message does not go through the editorial policy filters as it happens in traditional media and is used as a powerful interaction tool with the target audience or even with a public not ever considered by the political communication strategies.
Media communication systems have experienced a radical change in their functional mechanisms, at the same time with the development of the online social networks, where the online public has become an important factor for decentralization and influencing the message in its social groups (strong ties). The aims of this research are analyzing how the online message travels from transmitter to the weak links of the transmitter, by involving the strong links and also analyzing the degree to which the message of the transmitter is discussed in social groups of the strong links compared with the messages debated on the Facebook source-page. Following the analysis, we can clearly observe that the message published by the transmitter on the source-page reach the weak links, due to the strong ties involved. Also, we noticed that the Facebook page of the "Save a Heart" Association is used by strong ties (fans) to a greater extent as a source to disseminate the message to their social groups and less as a space for debating the message of the transmitter.
The rapid development of the internet and online social networks, together with the increasing number of users have led to a growing use of online social networks in the political field both by citizens and political actors. In this context, more and more studies have started to argue the use of social media as stimulators of dialogue, interactivity and feedback. Even if the literature on this subject is extensive for the Western democracies, the case is different for the emerging democracies, like Romania. Therefore, this paper aims at gaining insight into the use of online social networks by Romanian political actors as triggers of online participation and mobilization, namely engagement manifested through Facebook buttons like, comment and share. In order to do so, we selected the Romanian political campaigns from 2014 (presidential elections) and 2016 (parliamentary elections) and conducted a content and statistical analysis on the posts published on politicians’ official Facebook pages over the four weeks leading up to Election Day. Our findings indicate that the political actors put their efforts into spreading information but mostly missed the opportunity offered by this network to trigger mobilization and participation.
We examine the relationship between citizen-to-citizen discussions and online political participation considering various attributes of individuals' social networks: Modality, discussants' ties, diversity of opinions, and quality of argumentation. Using a national survey of U.S. residents we find that communication within networks is a significant predictor of web-based forms of political engagement, after controlling for offline participation, political orientations, news use, and socio-demographics. Consistent with the "strength of weak ties" argument, larger online networks and weak-tie discussion frequency are associated with online participation. While like-minded discussions are positively related to online participation, discussions with people who are not of like mind correlate negatively with it. Online network size and reasoning discussions were positively related to online participation, although these associations were rather weak compared to the role of other network characteristics.
This study examines the use of Facebook in political communication during the 2009 European Parliament elections campaign. Its goal is to explore the possibilities of the European Parliament communication strategy on Facebook as well as the interaction and participation of its online audiences. The analysis has discovered new concepts significant for the field of online political advertising, the specific campaign construction with its key themes and the particular form of interaction. The original contribution of this paper is seen in its efforts to reveal the campaign of the European Parliament on Facebook, which was not previously studied.
Within media research and cultural studies, the mediation of politicians and the play-off between versions of high and low politics are attracting increasing interest. Media and the Restyling of Politics brings together the work of leading academics in media and cultural studies to pursue an agenda of research, analysis and debate about the changing nature of political culture and its mediation. The contributors question the ways in which emerging forms of political style relate not only to new conventions of celebrity and publicity but to ideas about representation, citizenship and the democratic process. Topics covered include: Celebrity politicians, the marketing of politics, identity and popular culture.
The article asks where stands the notion of a crisis of public communication, first promulgated by Blumler and Gurevitch in 1995, in the new communications ecology of 2017. Its focus is a “crisis of communication for citizenship.” It maintains that the sources of that crisis, spotted in 1995, still apply and have been joined by others. However, today’s political communication system has been radically transformed by digitisation, social media and the Internet, allied to accelerating and multi-faceted currents of social change. Its pluses and minuses for effective citizenship are canvassed in detail. Despite the opening up of many constructive avenues, in two fundamental respects, the prevailing system is still enmeshed in crisis.
The Media and the Public explores the ways a range of media, from the press to television to the Internet, have constructed and represented the public. Provides a new synthesis of recent research exploring the relationship between media and their publics. Identifies ways in which different publics are subverting the gatekeeping of mainstream media in order to find a voice and communicate with others. Situates contemporary media-public discourse and relationships in an historical context in order to show the origin of contemporary public/political engagement. Creates a theoretical expansion on the role of the media in accessing or denying the articulation of public voices, and the ways in which publics are harnessing new media formats to produce richer and more complex forms of political engagement.