engleski

Internet Breaks Free From Spin Doctors

Television is no longer a decisive medium for the sake of political propaganda. It has ceded its leading position to collaborative media. In collective imagination our perceptions of politicians are influenced more by video clips that someone uploaded on YouTube, than by their own personal features that politicians are “ selling” on television. "When it comes to campaigns these days, the Internet is not a sideshow anymore, it's front and center, " said Carol C. Darr. Spin doctors, of course, have not overlooked this phenomenon – but they cannot manage to keep it under control. Collaborativity itself is the limiting factor: there are too many creators manipulated by using at least somewhat successful logistics available to public relations experts at their present level of development. Just prior to 2006 elections for Congress around 26 million US voters were visiting YouTube pages daily. What rally or television talk show can compete with this? In 2002 political parties spent 5 million US dollars on propaganda on YouTube, already in 2006 this sum increased to 40 million, and in the 2008 election year YouTube is counting on earning 100 million dollars in propaganda solely from US political parties.

Internet; collaborative media; spin doctor; political propaganda

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