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Le campagne di marketing politico online: una rassegna sistematica della letteratura
Titolo Rivista: SOCIOLOGIA DELLA COMUNICAZIONE  
Autori/Curatori: M. Irene Prete, Antonio Mileti, Mattia Bianco, Gianluigi Guido 
Anno di pubblicazione:  2018 Fascicolo: 55  Lingua: Italiano 
Numero pagine:  23 P. 48-70 Dimensione file:  271 KB
DOI:  10.3280/SC2018-055004
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The authors provide a review of studies on the media currently offered by web 2.0, used in election campaigns in many countries, published from 2003 to 2017 in the following thematic journals: Comunicazione Politica, Information, Communi-cation & Society, Journal of Communication, Journal of Communication Man-agement, Journal of Political Marketing, Online Information Review, Policy and Internet, and Political Communication. Results show that digital tools like social media and microblogging platforms ensure a higher voter involvement, allowing to quickly reaching a young age audience, and to establish a two-way relationship. Conversely, web sites, blogs and forums are used primarily by adult users, have a lower level of immediacy of communication and generate a one-way relationship. Finally, Facebook and Twitter represent the most used tools in the political com-munication of the democratic countries.
Keywords: Online political campaign; political marketing, online political com-munication, social media, social marketing, digital information.

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M. Irene Prete, Antonio Mileti, Mattia Bianco, Gianluigi Guido, in "SOCIOLOGIA DELLA COMUNICAZIONE " 55/2018, pp. 48-70, DOI:10.3280/SC2018-055004

   

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