社交网站是主要为建立和反映人际社会关系的网络服务或平台。它们被证实为各个方面的基础性沟通工具,同时也是信息策略的无限制的来源。它们能够有效的针对某一政治信息收集和沟通,社交媒体的参与甚至能够帮助到大选计划。政党对社交网络的运用包括有增加媒体曝光量、建设和参与程度,在大量政治活动中进行宣传动员。
社交网络已经成为了快速而又低成本的沟通工具,并且能够为潜在用户提供快捷而方便的政治信息获取渠道。活动策划者通常将这类网站作为招募新员工和其他活动策略的有效方法。
在过去的二十年里,社交网站和系统被用于政治活动与对话。1996年,邮件和社交网络被广泛运用于政治党派和不同群体人们沟通的工具。2006年,比利时的大选标语Think通过Myspace传播,刺激人们的讨论和投票率,并引导人们在投票选择上三思。同一年Myspace对18岁以上人群进行了一场调查,发现网络用户比传统方式的政治参与度多出三倍。
Social networking sites are online services or platforms that focus on building and reflection social relations among people. They proved to be a fundamental communication tool in every aspect and a limitless source of information campaign
strategy. Their effectiveness to gather and communicate a targeted political message, raising the stakes in strategy and aggressive social
Media participation helps in election campaigning. The use of social networking sites in political parties spans across increased media exposure, funding, participation and has increased mobilisation and enthusiasm in numerous recent political campaigns.
Social networking sites has become fast and low cost communication tool and enables quick and easy access to political information among potential users. Campaigning managers use these sites as an effective way for recruiting new employees and other campaigning strategies.
From past two decades social networking sites and systems is been used in political campaigning and dialogues. In year 1996 email and social networks was widely used as source of communication among political parties and groups of people. During year 2006 at Belgian elections catchphrase 'Think' was circulated among people through Myspace so as to stimulate people in discussions and thought around voting preference and encouraging people to reconsider voting for right party. In the same year a survey was conducted on Myspace users over 18 years of age and it was found that they were three times more likely to take part in an online political discourse than traditional way.
In year 2007 it was found out that 40% of all social networking users had used Myspace and Facebook as a source for political information in the United States (US) and 20% of people used these sites to discover the political interests of their friends. It has been suggested that Myspace is so effective that it should be a key part to any campaign strategy.
Barack Obama has successfully used Twitter, Myspace, Youtube and Facebook as an effective tool in communicating and mobilising people. He spends around $2 million in election campaigning and building a social networking site known as MyBarackobama.com. Republican Party also used social networking sites in 2008 elections to promote John McCain.
There is great potential for political parties to raise large sums of money in short periods of time using social networking sites through micro-fund-raising. The use of micro-donations not only enable candidates to raise funds rapidly it gives a sense of involvement and
participation to those who have donated, no matter how small the amount. In the year 2008 US presidential election $55 million was raised in one month and 80% of which were online donations.
With social networking sites political campaigning add to a visibility to politician's personal and professional life. It l
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