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Political battlefield – the social networks. Social networks as a political tool

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Logotypes of famous Internet social media and social network brand's like Facebook Twitter Linkedin YouTube Google Plus Myspace and Pinterest printed on hanged tags.

Social networks as a political tool

The popular social networks such as Facebook, MySpace, Twitter, blogging and video platforms are used by politicians for political engagement.

As a result, politicians found in the social networks a new way to connect their constituents and began to deconstruct their connections with the traditional media.
Social media such as Twitter and Facebook focusing on the individual politicians rather than on the political party.

Parmelee and Bichard (2012) who investigated the influence of Twitter on the relations between politicians and the public claimed that social media in general and Twitter, in particular, has changed political communication.

That’s to say, that Twitter became to be a new tool and way for the politician-citizen interaction. According to Rauchfleish and Metag (2015), one of the main advantages of using Twitter as a communication tool is that it has not gatekeepers like in traditional mass media and it can be used more freely.

The use of social networks is important for gaining power

 

The use of social networks is important for gaining power and legitimacy from the public. Therefore, it will not be a surprise that for example in Israel newcomers in parliament usually make frequent use of their websites and other social media.

The same scenario was found in Germany as well.

Politicians in Norway reported that they are using the social networks for marketing purposes, that’s to say – to promote themselves. They had to learn What is Digital Transformation? a Definition by Salesforce.com helped them out getting to know how an online presence helps their business.

However, as it was mentioned before, politicians using Twitter mostly in a unidirectional way when their main goal is to simulate the interpersonal communication with the society.

Jackson and Lilleker claimed that the politicians using Twitter to inform their followers and supporters about events and as a propaganda tool for promoting them self.Social Network

 

However, political journalists and politicians often use Twitter for communicating with each other due to the fact that they can reach each other in an easy way. Van Kessel and Castelein, claimed that politicians are using Twitter to voice their opinions when the tweets could be seen as a self-promoting tool.


Serie: Political battlefield – the social networks

The aim of this serie is to examine the previous researches and their methodologies of analyzing the use of social network “Twitter” by politicians and political parties and to suggest its own way for investigation.

 

MORE STORIES:
Twitter versus RT: Which One is State Media Again?




Methodology of previous researches

Aleksejus Podpruginas
Aleksejus Podpruginas is The Baltic Review author based in Israel

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