It is clear from the preceded discussions and illustrations that the technological advancement has resulted to a great change in the political communications system. However, new media is only a means to an end. It cannot create a backlash against government where none previously existed (Megalogenis, 2010). Essentially, modern media does not fabricate information but instead it serves as a platform to disseminate what already exists. Unlike, the traditional media where individuals relied on edited information, new media platforms such as twitter give people autonomy to share information with the highest degree of originality. For example, citizens in the US share information concerning the government in twitter and a backlash only results when such information stands out to be true. The platform of communication has its share on influencing the results of the election. Moreover, politicians and other state administrators continuously use the media to gauge and understand what the people want or what they would prefer in different aspects of life that the politician or administrator have control. With the new media technology and social media being part of the majority, the political leaders are expected to integrate fully into the system for more efficient delivery of the manifesto to the people.
Social Networks
Social networking has been on a skyrocketing rate on the recent years. It is a normal or rather an expected thing for one to have a facebook or twitter account once the individual has attained a certain age due to easy access to the internet and simplicity of opening the social media account. The number of people communicating around the world through social media is increasing on a daily basis making it an excellent platform for airing out issues or selling of ideas to the public. A message conveyed through social media covers a large population within the shortest period possible making it an efficient system. Several aspects of social media arise especially from a view on the influence it has in politics. It also offers a platform for a feedback from the people hence allowing the politician to know exactly what to address according to the needs of the people in different locations. The society nowadays tends to express their emotions, feelings, and thoughts through social media.
Therefore, it is crucial for political leaders and aspirants to consider social media as a way of communicating to the public (GASTIL 2010).
The popular social media offer a chance for one to create pages and have followers that allow for information to circulate first and efficiently over a large population. It appears modernized and appealing when a political leader is seen to communicate actively in social media. The youths and even some of the aged population can efficiently air out their views concerning different aspects of leadership in any particular country. A good example of this is seen in the battle between President Obama and McCain. Obama capitalized on social media and sold his manifesto convincing the people that he is the best man for the job. The social media helped the now president of America induce interest in those who were not concerned on the countries politics. Social media help the public understand one's personality, bit of background information, and experience in life (MURTHY 2013). Having this information helps one to gain trust easily from the public.
Visual Media Communication
Aspect of appearance and being presentable also comes in social media communication. Constantly listening to the radio about the manifestos, plans, and promises made by the politicians is monotonous, and listeners tend to loosen up on keenness. It is evident on the television debate that is always held to allow candidates challenge each other in an open and fair ground. Everyone is given a chance to share the goals and ambition a candidate has for the interest of the nation. Through the television, confidence can be seen. It is an aspect that has a tremendous influence on what the voters think about a candidate. Several aspects of an individual can easily be judged by just looking at the physical appearance. Majority of the crowd are gullible. Minor things do matter a lot in an attempt to win one's confidence and trust that you can deliver. The whole point is that it is time politicians embrace modern way of communicating to the people. People in the today’s world participate more in politics compared to the past which means that finer details are needed to convince the people that one can deliver to the expectations. The leaders should also use websites designed to offer people a chance to air views and opinions directly to the people.
References
Foster, S. (2010). Political communication. Edinburgh: Edinburgh University Press.
GASTIL, J. (2010). Political communication and deliberation. Los Angeles, SAGE Publications.
MURTHY, D. (2013). Twitter: social communication in the Twitter age.
