Our society is changing. The social gap between older and younger generations is growing faster. How does the political institutions has changed their way to communicate with Internet, especially through social media ? And what are the implication and motivation of the young generation ?

1. Political
communication,
digital
and
Y
generation
Thesis
European
Master
in
advertising
and
communication
Bellaïche
N°48705
Epreuve
Léa
B5
2010-­‐2012

2. Introduction
OBSERVATIONS
è Increase
in
digital
tools
use
è Digital
and
politics
:
alliance
è A
targeted
generation
è Humor
and
derision
2

3. Problematic
How
p o l i t i c a l
institutions
developed
their
communication
through
Internet
and
specially
social
networks
?
How
young
generation
is
involved
in
those
changes?
How
do
they
use
humor
on
their
posts
?
3

4. Summary
4
PART
1
A
changing
society
• More
efficient
technologies
• Current
context
PART
2
Political
and
digital
communications
• Cyber-­‐
citizenship
• Politics
and
social
networks
PART
3
Y
generation
and
digitized
politics
• Digital
culture
• Humor
and
Web
codes

5. PART
1
A
changing
society
• Current
context
5
• More
efficient
technologies

6. ...
«
many
people
see
technology
as
the
problem
behind
the
so-­‐called
digital
divide.
Others
see
it
as
the
solution.
Technology
is
neither.
It
must
operate
in
conjunction
with
business,
economic,
political
and
social
system.
»
Carly
Fiorina
said
that
…
American
business
executive
and
a
former
Republican
candidate.
6
CEO
of
Hewlett-­‐Packard
from
1999
to
2005

7. Web
(r)evolution
Web
1.0
Web
2.0
Web
3.0
Web
4.0
7
Traditional
Web
(91-­‐99).
Distribution
of
informations.
Social
Web
(00-­‐12).
Sharing,
exchange
of
contents.
Semantic
Web
(09-­‐12).
Organize
the
infos
for
each
user.
Intelligent
Web
(20-­‐xx).
Same
as
Web3.0,
only
more
developed.

8. Citizens
and
social
networks
8
900#million#of#Internet#users#
are#on#Facebook#all#over#the#
world#
77%#of#French#
Internet#users#are#
daily#connected#on#
a#social#network##
Observatoire#IFOP#des#
réseaux#sociaux#Nov#2011#
French#people#spend#
almost#5h#daily#on#
Facebook.##
27#million#of#French#
people#are#on#Facebook#
Le#Parisien#
5#million#of#French#
people#are#on#
Twitter#
10#million#use#
Foursquare##
all#over#the##
world#
More#than#one#million##
French#articles#are#
on#Wikipédia#
40#million#Instagram#
users#
Every#minute,#35#
videos#are#posted#
on#YouTube#
3.4#million#uniques#
visitors#in#France#for#
Google#+#

9. Context
for
change
Distrust
Ignorance
9
• 83%
believe
that
our
society
tended
to
get
worse.
• 76%
do
not
trust
politicians.
BUT
• 53%
of
them
are
interested
in
politics.
• Lack
of
trust
/
Uncertainty
/
Tiredness
• 83%
believe
that
the
policians
do
not
care
of
citizens'
opinions
• 19,6%
abstenion
in
the
2nd
round
• Extensive
use
of
polls

10. PART
2
Political
and
digital
communications
• Politics
and
social
networks
10
• Cyber-­‐citizenship

11. Media
process
during
a
political
campaign
11
Mass
distribution.
1.
Press
2.
Broadcasting
Ability
to
speak
and
to
be
heard
on
live,
at
distance.
3.
Television
Ability
to
show
and
comment
the
most
memorable
moments.
Ø Sharing
of
information,
feelings,
emotions.

12. Online
interactivity
with
the
Web
12
Many
to
many
media.
Receive
4.
and
share
information.
Internet
Web
sites
Blogs
Social
networks
M o b i l i z a t i o n ,
p o l i t i c a l
participation,
civic
action.
NETPOLITICS
e-­‐activism

13. Social
networks
:
UMP
&
PS
13
About
ideas,
initiatives,
we
make
contacts,
participate
in
events.
Result
:
site
closed
last
year.
Has
failed
to
bring
militants
together.
Shared
interests,
links
or
calling
for
volunteers.
Result:
not
really
sharing,
users
prefer
generic
social
networks

14. People
and
politics
14
75%$of#electors#have#
Internet$access$
33%$sur#the#Internet$
to#be#aware#of#
news$
#
43%$of#them#are#part#of#Y$
generation$
2$of$3$French$people$are#
interested#in#politics#
subjets#
71%$use#TV$$
to$inform$
56%$prefer#to#listen#
the$radio$
#
+6$%$of#net#surfers#practice#net$
politics$
23%$prefer#to#read#
presse$$
$
71%$believe#that#Internet#
give#the#oppourtinity#
for$all$to$speak$out$
loud.$
17$million$of#French#weekly$use$
Internet$for$political$activities$
17%$$are#registered##
on#social$networks$

15. The
2012
French
presidential
campaign
15
COMMENTS
è Relationship
between
politicians
and
Internet
was
intensified
BARACK
OBAMA,
A
CAUSE
?
èTo
conquer
population,
to
be
admired
and
present
(on
mind)
DECODING
THE
SUCCESS
OF
OBAMA’S
E-­‐CAMPAIGN

16. The
success
of
an
U.S.
e-­‐campaign
16
1.
Who
?
2.
What
?
To
win
the
citizens
vote
3.
How
?
• Precise
targeting
• Donation
• Professional
Web
team
• Activism
supports
• More
efficient
technologies
:
• Tumblr
• Fact-­‐checking
• Twittinterview
• Augmented
video
• iPhone
app
4.
Which
results?
• 2
million
Web
profiles
registered
mybarackobama.com
• 28
million
«
likes
»
Facebook
• $200
million
collected
online

17. Why
doing
an
e-­‐campaign
?
è Active
and
reactive
media
è An
interesting
targeting
tool
è An
easy
way
to
encourage
activism
è Be
closer
to
the
people
è To
achieve
cost
the
potential
voters
17

18. Tools
and
political
strategies
18
Digital
and
traditional
teams
1.
Activists
2.
Finances
Disparity
of
Web
campaign
budgets
3.
Tools
Websites
• Encourage
activism
• Creation
of
a
database
• Provide
news

19. PART
3
Y
generation
and
digitized
politics
• Humour
and
Web
codes
19
• Digital
culture

20. Decoding
of
the
Y
generation
20
Followers,
Digital
native
15-­‐25
years
old
Evolution
of
digital
tools
Com°,
speaking,
exchange
83%
are
connected
on
social
networks
Wired,
connected
Exposure
of
private
life
Social
conscience
Web
communi
ties’
opinions
Y,
Why
?

21. Their
political
view
21
1.
How
much
?
2.
What
?
• Mobilize
them
• Make
them
want
to
be
activist
• Made
them
want
to
vote
3.
How
?
• Make
them
feel
that
voting
means
smthg
• Be
closer
to
young
citizens
• TV
is
the
first
news
media
(81%)
4.
Which
results
?
• Y
are
interested
in
politics
but
unengaged
• Information
is
superficial
and
repetitive
• Infotainment
• There
is
not
a
Y
specific
vote
• 14%
of
registerd
voters

22. Web
codes
and
young
generation
MISAPPROPRIATION
è Reappropriation
of
image
and
words
è
Radical
change
of
means
22
LOLcat
Demoti-­‐
vational
poster
Mèmes

23. Applied
to
#politics
OPERATING
MODES
è Tumblr
dedicated
to
LOLtoshop
è It
requires
a
good
knowledge
of
digital
tools
è Buzz,
easy
way
to
laugh
and
moving
on
to
something
else.
23

24. Humor
and
young
generation
The
tendency
of
particular
cognitive
experiences
to
provoke
laughter
and
provide
amusment.
24
1.
What
?
2.
Why
using
it
in
ads
?
Aims
to
create
a
close
relationship
with
the
target.
3.
Why
attacking
politicians
?
An
escape
for
citizens.

25. Conclusion
DIGITAL
EFFECTS
ON
POLITICS
AND
YOUNG
GENERATION
è Politician
message
can
be
lost,
uncontrol
è Web
:
synergy
+
activism
=
interactivity
è Web
:
an
alternative
to
traditional
media
AND
AFTER
?
VIEWPOINTS
FOR
2017
?
è Questions
with
not
definitive
answers
è Constant
changes
for
technologies
è Political
transition
is
unfinished
25

26. Thank
you
Have
a
nice
day
26