The challenges of new media and the influence of politics

Nowadays communication has taken on momentum like never before in human history. We all aim to be informed faster and easier through technology. The extensive use of social media attracted the attention of many companies, organizations, and political entities to conduct their online campaigns thus being closer to their target groups in meeting the objectives. The Internet and social networks are forcing public communicators of all fields, to change, alienate and adapt. Internet was expected to be an instrument of ‘empowerment’, with the ability to nurture political life and facilitate political mobilization. And while today we are aware that this digital divide has brought inequality to political life, we are also aware of the role that the new media is playing in elevating important political figures.