POLITICAL COMMUNICATION
POLITICAL COMMUNICATION AND NEW PR STRATEGIES ON SOCIAL NETWORKS IN SERBIA
Abstract
Th e rapid growth of global media channels, information, and
public communication instruments provided by the internet,
transformed the nature and content of political communication,
bringing simple citizens closer to the processes of identifi cation
and creation of images about the reality in which they exist. Th e
authors use the assumption that due to social networks there
is a growing number of actors in our country who become
visible in public space by articulating ideas and problems,
and that the rigid state apparatus faced with the possibilities
of new technologies gradually loses a part of monopoly that
was hidden in hierarchically controlled traditional media. Th e
research shows how the internet eff ected Copernican changes to
the framework of imposed topics and media discourse, so that
the majority of political parties and their leaders use the social
networks as a political platform to promote their ideas and
current responses. Th e results also show how the increase of the
number of connections and users increases the impact of political
marketing and PR campaigns, and that dynamic, intensive and
emotional performances increasingly lead towards politically
incorrect speech and confrontation with ideological opponents.
New communication strategies aim at gaining publicity and
permanent generation of communication power, which means
that the political will from state institutions and establishments
is partly being relocated into the digital corridors of narrative
symbolic support as well.
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