SOCIAL NETWORKS AND POLITICAL MARKETING Between manipulation and censorship
SOCIAL NETWORKS AND POLITICAL MARKETING Between manipulation and censorship
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DOI: https://doi.org/10.22533/at.ed.2164182420088
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Palavras-chave: Campañas políticas, propaganda política, redes sociales, encuadre (frame) y priming.
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Keywords: Political campaigns, political marketing, social media, framing and priming.
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Abstract:
The Internet era announced at the end of the 1990s outlined enormous social changes. Manuel Castells argued that these changes would transform the way we communicate. The growth of the network reached a turning point with the appearance of smartphones in 2007. Since 2000, political campaigns saw the web as a new platform to promote candidates through political marketing. In 2007-2008, the Obama Campaign, with a skillful microtargeting strategy, along with other strategies, managed to position the candidate and win. The milestone of this successful campaign forced many candidates to consider the digital marketing strategy indispensable. For the presidential campaign in which Trump won, the role of the Cambridge Analytica company was much discussed, which with the support of Facebook, obtained the information of millions of users. The subsequent impeachment process against President Trump raised the issue of the involvement of Russian hackers through campaigns in favor of the Republican. Both phenomena generated an intense debate about the role of social media in the manipulation of the electorate and the need for regulation of the networks.
- Edgar Esquivel Solís
