New Political Marketing Models in the context of WEB2.0
Politics and Media have never been separated since early time when politicians launched their campaigns by running newspapers. The media channels have been continuously multiplied, so the methods of combination of politics and media have been multiplied correspondingly. In 2008, thanks to the new media, especially the Web2.0, a new atmosphere was brought to politics. Web 2.0 is a joint name used to represent the new internetwork applications compared to Web1.0. The disillusion of dot-com’s bubble marked a turning point for internetwork. Many people affirmed that internetwork had been speculated too much. In fact, internet bubbles and the following tremendous fall in stock market seemed to be a common peculiarity of all the technology revolution. The big fall of stock market marked the dominating status of flourishing technology. Tamperers were expelled, while the real success showed their power. At the same time, people started to understand what distinguished one story from another. The concept of Web2.0 was originated in a meeting and unfolded in the brainstorming of O’Reilly and MedialLive. The internet forerunner and vice president of O’Reilly, Dale Dougherty , noticed that different from collapse, internet had never been as important as today if taking the systematic emergence of those exciting new applications and webs into consideration. What is more important is that those companies who survived the bubble seemed to share something in common. So the disillusion of the bubble offered a turning point so that it made the appealing for Web2.0 meaningful. That was how the Web2.0 meeting got initiated. After one and a half year of the meeting, Web 2.0 has rooted in people’s mind, considering 9,500,000 links can be searched on google. The features of Web2.0 are as following:
1. It has several participators. Before, the contents of web page were edited by only a few editors as what web protals did, while in Web2.0, everyone can be the resource of contents. 2. People is the spirit. Since every piece of information is provided by ordinary people, the spirit of Web2.0 is people. 3. The information is readable and at the same time writable. In Web1.0, internet was a readable one while Web2.0 being a readable and writable one. However, although every one participated in offering information, in a large scale, most of the contents are provided by a small part of people. 4. Elements in Web2.0 are frequently used. It contains the services used frequently by us such as blog, podcast, wiki, P2P download, community, sharing and etc., among which blog is a very important element because it breaks the information monopoly of Portal Webs. So we can confidently assume that in the future, blog will be more important. 5. Personal opinions can be shown. Web2.0 is an extension of Web1.0 in order to be more diverse and more personalized. Eric, CEO of Google once predicted at the end of 2006: “He who can take full advantage of Internet can win the next presidential election.” The year of 2008 was a presidential year, which carried a new brand thanks to the Web 2.0. The following content of this article will elaborate on four new marketing models in Web 2.0 era in order to describe the new scenario of combination of new media and politics. The evolution of media in political marketing: broadcasting – TV – Internet The emergence of electronic media caused a world-shaking change in political marketing. After the invention of broadcasting, politicians chose radio station as their main propaganda platform. One of the famous case is Roosevelt’s fireside chats. This was a fashionable way of broadcasting chats, by which he launched 30 speeches during 12 years. Roosevelt was the first president who appeared on TV, however, he was not the first “TV president” if considering the extent of integration of media and politics. The first “TV president” belongs to Kennedy, who benefited from the TV...
Please join StudyMode to read the full document