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Political communication and social network sites

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Abstract
The goal of political campaigns is to attract citizens’ attention and they are narrowly linked to the most influential mass media, especially television. But, today, under the influence of internet and in particular web 2.0 applications, the situation changes. Campaigns are more and more adjusted to the new medium, in order to keep the attention of the audiences. The goal of this paper is to present the raising role of internet, especially social network sites like Facebook and YouTube in political communication and political marketing. It gives an overview of the theoretical notions with growing significance, like web sphere, e-democracy, digital divide etc. but also the manner in which Facebook and YouTube are used. The research shows that this kind of political marketing is becoming more and more popular especially on the territory of Europe and North America.
Keywords
political communication, internet, online campaigning

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Citation

Please use this url to cite or link to this publication:

Chicago
Vesnic-Alujevic, Lucia. 2011. “Political Communication and Social Network Sites.” Godisnjak Fakulteta Za Kulturu I Medije 3: 61–81.
APA
Vesnic-Alujevic, L. (2011). Political communication and social network sites. GODISNJAK FAKULTETA ZA KULTURU I MEDIJE, 3, 61–81.
Vancouver
1.
Vesnic-Alujevic L. Political communication and social network sites. GODISNJAK FAKULTETA ZA KULTURU I MEDIJE. 2011;3:61–81.
MLA
Vesnic-Alujevic, Lucia. “Political Communication and Social Network Sites.” GODISNJAK FAKULTETA ZA KULTURU I MEDIJE 3 (2011): 61–81. Print.
@article{1112179,
  abstract     = {The goal of political campaigns is to attract citizens{\textquoteright} attention and they are narrowly linked to the most influential mass media, especially television. But, today, under the influence of internet and in particular web 2.0 applications, the situation changes. Campaigns are more and more adjusted to the new medium, in order to keep the attention of the audiences. The goal of this paper is to present the raising role of internet, especially social network sites like Facebook and YouTube in political communication and political marketing. It gives an overview of the theoretical notions with growing significance, like web sphere, e-democracy, digital divide etc. but also the manner in which Facebook and YouTube are used. The research shows that this kind of political marketing is becoming more and more popular especially on the territory of Europe and North America.},
  author       = {Vesnic-Alujevic, Lucia},
  issn         = {1821-0171},
  journal      = {GODISNJAK FAKULTETA ZA KULTURU I MEDIJE},
  keyword      = {political communication,internet,online campaigning},
  language     = {srp},
  pages        = {61--81},
  title        = {Political communication and social network sites},
  volume       = {3},
  year         = {2011},
}