The Era of Social Media:Continuities and Changes in the Media & Politics Politics, Media and Communication changes and continuities at the era of Social Media Pablo A. Rivero Morales Rīga Stradiņš University, 23rd March 2012
Castells, 2009 Meaningis constructed in society through theprocess of communicative action.[…]Communicationhappens by activating minds to
„traditional‟ political communication Parties Public organisations Political Lobbies Reports organisation Terrorist organisations Editorials s Governments Comments Analysis Appeals - challenges Programmes - interviews Advertising PR Media Opinion polls Letters from readers to Reports editors Editorials Comments Analysis CivilMcNair, 2003 Society
„new‟ political communication Parties Public organisations Reports Political Lobbies Editorials organisation Terrorist organisations Comments s Governments Analysis Appeals - interpellations Programmes Advertising E-mails PR Social Media Media Opinion polls Web Letters from readers to platforms editors Apps Reports Editorials Comments Civil CitizenBased on journalism SocietyMcNair‟s model Analysis2003
Social Media Revolution by Erik Qualman www.socialnomics.net
Internet: some data World Bank 2011 High income World Euro zone Latvia group 2000 2009 2000 2009 2000 2009 2000 2009urban population 37 45 75 77 72 73 68 68mobile phone suscriptions (per 100 people) 12.2 69 49.9 111.2 60.3 123.2 16.9 99.5Personal computers (per 100 people) 8 15.3 36.4 65.4 26 56 14.3 32.7Internet users (per 100 people) 6.7 27.1 30.5 72.3 22.8 67.3 6.3 66.7Population covered by mobile cellular network(%) .. 80 98 99 99 99 89 99Fixed broadband Internet subscribers (% oftotal subscribers) 19.9 89.2 3.5 80.7 0.8 100.1E-gov‟t Web measure index (0–1, 1=highestpresence) .. 0.46 .. 0.48 .. 0.42
Facebook users in LatviaPenetration of population 15.55%Penetration of online 22.94%population users 18-34 63.1% users under 45 76.4% users over 45 11.5% penetration of total population under 45 51.8% penetration of total population overFacebook in Latvia, some 45 8%numbersdata from www.checkfacebook.com
Draugiem users in LatviaPenetration of population 59.4%Penetration of online 89%population users 16-29 55.4% users 30-45 11.5%Draugiem in Latvia, somenumbersSecondary data from Kazaka, 2011:http://www.eacaeducation.eu/uploads/may2011/olgapaper.pdf
News in Social Media Era: • Transmedia • Multiformat • multiplatformGraeme Turner / University ofQueensland
How can be understood the[complex] relationship between politics, Media and communication in the era of Social Media?
• Journalism, PR, campaigning and political performance, must avoid misrepresentation and oversimplification• Research & consulting: Critical analysis by acknowledging and dealing with complexity, not ignoring it• Cultural construction of meaning The „network society‟ is a culture of protocols of communication between all cultures in the world (Castells, 2009).
“political persuasion is about networks andnarratives” because “the political brain is anemotional brain”. This is why “the statesthat really determine elections are voters‟states of minds” (Westen, 2007). Westen, Drew (2007). The Political Brain: The Role of Emotion in Deciding the Fate of the Nation.Narratives based on networkeffects:
• Society can now access to digital technology and produce content like never before• The Media still has the capability to use resources like agenda-setting or framing. Social Media has the technical alternatives to challenge the Media, yet it tends to reproduce it.• Social dynamics are going digital and mobile. Are politicians and journalist going digital and mobile, too?• There is a new scenario for monitoring and new capabilities to challenge the media and politicians from the civil society.• Thus, new power relations are being
Communities are to bedistinguished, not by their falsity orgenuineness, but in the style in whichthey are imagined.”― Benedict Anderson, ImaginedCommunities (1991)
Pablo A. Rivero Morales www.pabloarivero.com http://twitter.com/payorivero http://on.fb.me/pabloarivero firstname.lastname@example.org Thank you!