Building and managing political consensus through Internet: a project model

Author/s Marco Artusi, Andrea Maurizzi
Publishing Year 2010 Issue 2010/3
Language Italian Pages 22 P. 75-96 File size 630 KB
DOI 10.3280/MC2010-003007
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This paper focuses on the digital applications in political communication and on the building of the consensus, assuming that it is necessary to change the idea of Internet as a simple means of mass communication, and analyse it as a social means of acquiring, stimulating, and involving people in a particular political idea or movement. The social developments in the Internet networks are leading to an integration of the real with the virtual world making Internet a more and more faithful representation of the reality and the social networks of different subjects. This makes Internet a great opportunity to build consensus. On the basis of such considerations, we are going to work out a model of communication in the Internet, integrated in the political marketing flow and divided in the following phases: acquisition, activation and defence. This model is based on the significant case study of Barack Obama.

Keywords: Political marketing, Web 2.0, Internet Marketing, Political communication, social network, blog.

Marco Artusi, Andrea Maurizzi, Le nuove frontiere del marketing politico: Internet come strumento di costruzione e gestione del consenso in "MERCATI E COMPETITIVITÀ" 3/2010, pp 75-96, DOI: 10.3280/MC2010-003007