Political Communication and Social Change. Political Communication and Challenges in the Digital Age

espanolLa relacion entre las instituciones politicas y la ciudadania se ha redefinido en el entorno digital. El objetivo de este articulo es identificar los principales factores que enmarcan esta transformacion. La individualizacion ha sido un factor clave en este sentido. Hasta ahora, los vinculos entre los ciudadanos se sustentaban en el compromiso colectivo y una vision global de la sociedad. En cambio, actualmente se basan en el compromiso personal y el interes por los asuntos individuales. El proceso de votacion, tradicionalmente basado en la afiliacion, depende ahora de las opiniones de los votantes. La opinion publica ya no puede darse por sentada. Ademas, la persuasion como unica estrategia para conectar con el electorado resulta insuficiente. Por eso, los profesionales de la comunicacion politica se han visto forzados a emplear la logica del marketing y a explorar el potencial de los medios digitales, para obtener mayor consenso y visibilidad en un contexto comunicativo cada vez mas competitivo. EnglishThe 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.