Acta Universitatis Danubius. Communicatio, Vol 8, No 1 (2014)

Transformations of the Political Communication in Social Media Era – from Mediatization to Decentralization

Tănase Tasente


The political communication in media era performs on two dimensions: the horizontal dimension – between political actors and journalists – and on vertical dimension  – the media product is decentralized to the consumer public. In Social Media Era, the horizontal dimension completely disappears and the communication is routed by the online opinion leaders in the social groups. Thus, in the new public space, the main communication actors are not journalists and politicians, but public-receptor, which plays the role of opinion leaders. In Social Media, we can talk a lot about "the power of the receptor", that is decentralizing, without intermediaries, the political message to discuss it in the social groups to which they belong.


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