Open AccessPolitical Communication and Social Change. Political Communication and Challenges in the Digital Age
Author(s) -
Laura Solito,
Carlo Sorrentino
Publication year - 2018
Publication title -
la revista icono 14
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.2
H-Index - 4
ISSN - 1697-8293
DOI - 10.7195/ri14.v16i1.1161
Subject(s) - persuasion , political communication , politics , public relations , context (archaeology) , political science , voting , visibility , voting behavior , key (lock) , process (computing) , opinion leadership , communication studies , social media , social psychology , sociology , psychology , computer science , law , computer security , paleontology , physics , optics , biology , operating system
The relationship between political institutions and citizens has been redefined in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individual issues. The voting process, traditionally based on affiliation, is now conditioned by voters’ opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insufficient. Therefore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication.