Political Communication - Lesson 7 Among the forms of communication of interest and relevance There is no doubt the
political communication. We begin to define their field of expertise: we know that the communication of product follows the rules of marketing
and combines the commercial and emotional interest in order to promote the sale of the product.
Political communication may, in a sense, be understood as the communication of product, because, to put it in commercial terms, trying to sell their consent. Unlike the political marketing, however, simplistically understood as the exchange rate and "please", the communication policy implies a constant work of maintaining the information and consent obtained. A demonstration of these fine men of strategic differences consider marketing communicators scams that creep in words, while the former are considered by these mercenaries. To
communication quality policy is still necessary to be able to write, talk, adapt to situations, how to assess, understand and convince the other party, must have "political instinct" to win the consent promptly. These characteristics are essential for any communication
staff using common fees across the political spectrum, then adjusted according to variations of individual politicians or parties.
From this picture shows how politics and journalism in this field in particular, are intertwined and interdependent, although this should not lead us to believe that this is a fixed rule.
The protagonists of the system of political communication are: DIRECTORS, activities in the fisheries, analysts and technicians (computer, lights).
But to get better in the theme we have analyzed, with prof. Alfonso, the example of Barack Obama
. In the opinion of the professor, the current U.S. president is a discrete communication, but what really matters is the team behind him. With the current system in the U.S. that does not include political parties, but only lists (Democrats vs. Republicans) all of the work focuses on building consensus around the candidate through the various functional activities and communication tools. The objective is analyzing the work of demolishing the opponent, traveling in the files looking for spots. But, unlike what happens in Italy with the interception for example, in America the only weapon to discredit opponents and have the evidence (the exemplary case of the Clinton-Lewinsky Sexgate, launched on the web from the blog Drudge Report
and subsequent conviction for perjury). In
Obama's communications staff was also hired the former general manager at Google who works together with other 160 people. Then there are those who are in charge of surfing on the net to make analysis of communication, user profiling, check the immediate response to the policy of Chairman and maintain high consensus with winning choices. With a skilled team of communicators Obama has received more votes by focusing on a strategy based on persuasive stimuli and managed to get the emotional involvement of his electorate.
The first elections were won with the Internet but not those of Obama but
Bush, while in the political history of good communication in the use of television was the French president De Gaulle
(in fact a former military with considerable knowledge of communication strategy).
In Italy, however, unlike what happens in America, there are technical specialists, analysts and watchers who can work on the web immense strategic resources provided by the network and the policy is not accustomed to using alternative means to traditional newspapers.
The case of the last British elections shows how we need a wide-spread use of all media as the candidate
Cameron , using only the television for his campaign, failed to obtain an absolute majority and at the negotiating table has had to give up the vice presidential opponent liberal Clegg.
In Germany, however, the gap left between the East and West in terms of development, limiting the
Merkell a communication related only to traditional media. In Italy Berlusconi
has the highest index of personal satisfaction surveys taken over by the opposition, instead of studying the opponent attacks by triggering the strategy of victimization. Public information is then linked to politics and communication also affected by the lack of large publishers (instead of having the papers mixed with shareholdings in the hands of more business and editorial interests). Technically
political communication in Italy's center-right is better mainly because it is codified
, using codes of language and makes her own words as Italy, Liberty, Federalism repeat a clear message that uploading of positive political values, emotional and persuasive but remain dropped in everyday life. The leadership of the left hand sends many self
values, too many which are not printed in the voters because they distanced themselves from everyday reality, this also because of the fact that there is no leader to regulate the synthesis of the internal diversity of the coalition.
To conclude the discussion on political communication we make a short list of the figures used in it:
SPOKESMAN so many people carry the message of the referential leader, also provide a filter that gives the opportunity to not put your face to the person concerned of the communication . SPIN DOCTOR
are strategic advisors, decide where and how to intervene in the light of communication systems of the opponents. Inside the
STAFF COMMUNICATION are, finally, press officers, journalists who maintain relations with the media, sometimes even using them as instruments of control.
With the Internet, however, these forms of mediation can be delegated to specialized figures jump endangering the management of communication that still requires knowledge and control capabilities.
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