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Political 
communication, 
digital 
and 
Y 
generation 
Thesis 
European 
Master 
in 
advertising 
and 
communication 
Bellaïche 
N°48705 
Epreuve 
Léa 
B5 
2010-­‐2012
Introduction 
OBSERVATIONS 
è Increase 
in 
digital 
tools 
use 
è Digital 
and 
politics 
: 
alliance 
è A 
targeted 
generation 
è Humor 
and 
derision 
2
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
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
PART 
1 
A 
changing 
society 
• Current 
context 
5 
• More 
efficient 
technologies
... 
« 
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
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.
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#+#
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
PART 
2 
Political 
and 
digital 
communications 
• Politics 
and 
social 
networks 
10 
• Cyber-­‐citizenship
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.
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
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
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$networks$
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
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
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
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
PART 
3 
Y 
generation 
and 
digitized 
politics 
• Humour 
and 
Web 
codes 
19 
• Digital 
culture
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 
?
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
Web 
codes 
and 
young 
generation 
MISAPPROPRIATION 
è Reappropriation 
of 
image 
and 
words 
è 
Radical 
change 
of 
means 
22 
LOLcat 
Demoti-­‐ 
vational 
poster 
Mèmes
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
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.
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
Thank 
you 
Have 
a 
nice 
day 
26

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Political communication, digital and Y 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