Abstract
The relationship between political institutions and citizens has been redefined in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individual issues. The voting process, traditionally based on affiliation, is now conditioned by voters’ opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insufficient. Therefore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication.
Highlights
Political communication is going to be increasingly relevant to define the relationship between political institutions and citizens; its capacity to influence people may be retained only after carefully reflecting on] the many changes that lately have affected both politics and media systems
These changes should consider another aspect that has influenced our society in the last few decades, but has only partially been inspected by scholars and observers, that is, the individualization process and the subsequent changes affecting both the concept of citizenship and the ways citizens relate themselves to politics
According to the categories employed by experts in electoral behaviour, such overcomings have long changed the process of voting from an act grounded in affiliation, to one connoted by voters’ opinions. This perspective has outlined the central role played by the analysis of persuasion processes to influence voters in political communication studies
Summary
Political communication is going to be increasingly relevant to define the relationship between political institutions and citizens; its capacity to influence people may be retained only after carefully reflecting on] the many changes that lately have affected both politics and media systems. These changes should consider another aspect that has influenced our society in the last few decades, but has only partially been inspected by scholars and observers, that is, the individualization process and the subsequent changes affecting both the concept of citizenship and the ways citizens relate themselves to politics. Such view is coherent with the horizontal, inclusive and participatory essence of the digital media, which are not exploited to their fullest, but only as tools that channel concepts and production models typical of traditional communication via new media
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
