New forms of communication are necessarily Policy for ICT (Information and Communication Technologies), particularly the Internet. In the XXI century, Communication Strategies Provide for the making of policy messages tailored to the formats of novel vehicles of communication: blogs, videoblogs, audioblogs, social networking sites, YouTube, MySpace, etc.
It is fairly safe to say that in the so-called Information Society, the politician who ignores the Internet in the design of its communication strategy to run for an elected office, greatly reducing their chances of victory.
American politicians have it clear. A sample button. John Edwards, Democratic presidential hopeful U.S., announced his interest in running for the Democratic Party through of YouTube.
walk in the same way Sens. Barack Obama Hillary Clinton and : users of their web sites are informed of the activities of both candidates by, for example, videos, participate in online discussions create virtual social networks, campaigns financially support and interact with online donations through blogs.
inserted in this context that work done by the daily newspaper Reforma , which recognizes that the strategy to reach the White House in 2008 would be for Internet: "The blog, new electoral weapon" .
The paper provides a basic terminology to enter the world of "virtual democracy".
Identifies pros and cons of the use of blogs in politics. Pros: The company acquires voice and expand the channels of interaction with the candidate, the political party strengthens its links, the user regains influence decisions of their rulers.
Against: There is no guarantee that the candidate directly read the post of his followers, few politicians use heavily the network to access a web page requires a PC with Internet connection, the bloggers can leave defamatory messages anonymously.
journal published work in Mexico City can listen to the voice of the professor at the Universidad Complutense de Madrid Mariano Cebrián Herreros, who crumbles Policy 2.0.
highlights how through blogs politicians can make contact and direct communication with citizens, "the brokerage marginalizing others such as media (film, print, radio and television)," which involves a change of attitude from politicians as they have to engage in dialogue, a direct response to every single citizen. However
says Cebrián Herreros, deserves the attention it requires a lot of blog time and experience, thus running the risk that "often are not the candidates themselves personally but those who make equipment ready for this question."
He added: blogs are not going to all constituencies, "because it is a very high percentage who do not yet have an Internet connection, it can be to be in that elite groups are those with more development of the Internet."
Political communication through blogs is intended to capture the undecided vote. Cebrián explains the importance of reaching this squalid stretch of the electorate, "as they are today the very campaign odds, percentages (undecided)-which are not very high, five, seven percent, "are crucial.
Mariano Cebrián, as a corollary, it recommends that a candidate instrument such direct communication. But he warns: "When candidates try to promote these new forms of communication have to think that the answer must be immediate in accordance with the requirements of the Internet, otherwise you may create great frustration and become totally against it."
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Suggested reading:
- Drew Clark, "Web 2.0 Gives Birth to Politics 2.0. "
- Michele Micheletti, " Bloggging: A New People's Movement?.
- Maria Lourdes Vinuesa, "Political Communication and New Technologies: The Communications Policy of the XXI Century" .
- Raul Trejo Delarbre, "Blogs: the democratization of the ego".
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