PL EN


2011 | 2 | 2 | 44-51
Article title

MEDIA IN ELECTION PROCESSES

Title variants
Languages of publication
EN
Abstracts
EN
The politician does not want to be just a subject exposed to the political arena any longer, who is becoming well-known and recognizable thanks to political advertising. The politician is getting more active in the field of communication processes aimed at creating a new image of the politician, whom the voters know not just from the traditional media but also from their direct contact with the environment and passing his or her views on many subjects e.g. politics, social issues or economy. At the same time, political marketing processes are gradually replaced by political public relations processes, and the one-way direction of the message, which is characteristic of marketing communication, seems to be systematically replaced by the two-way communication, which is typical for the public relations processes. Progressing development of the social media, such as Internet blogs, Facebook, Twitter, as well as the development of political public relations, influence the changes in both: perceiving the role of the traditional media in the election processes and political communication and in the co-relation between the traditional media and the social media. Social media are more likely to be regarded as being not only complementary to the traditional media, or the brand-new communication tool, but even being an alternative to the traditional media.
Year
Volume
2
Issue
2
Pages
44-51
Physical description
Document type
ARTICLE
Contributors
  • Grazyna Piechota, Ph.D., Department of Applied Social Research in the Faculty of Humanities, The Andrzej Frycz Modrzewski Krakow University, ul. Gustawa Herlinga Grudzinskiego 1, 30-705 Krakow, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
11SKAAAA09949
YADDA identifier
bwmeta1.element.4327b555-21a0-306c-bb32-71cc84603e5d
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