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POLITICAL COMMUNICATION ON THE INTERNET AS A NEW DIMENSION OF RELATIONS BETWEEN CITIZENS AND POLITICIANS

P. Ondria, D. Cevarova

Abstract

In this article, the autors wanted to expose that the Internet has become very important tool of political communication between citizens and political representatives in modern world and that its importance is increasing. In recent years the advent of new tools and social networks demonstrates true strenght of medium such as the Internet. The Internet, as a new medium, appeared quite recently, at the end of the 20th century. This medium creates new opportunities in political communication. Besides direct access to the public, it provides full force confrontation, but also provides a relatively convenient ground for review of public attitudes, research and development of certain ideas, and direct channel of communication with public and voters and also other influential interests groups. Internet increased mutual confrontation between voters and political representatives and created space for a higher degree of control of the political process by the public. In recent years, politicians have begun to take advantage of the Internet especially in the election campaign which proved to be very successful tool of communication with voters. The analysis was based on modern and available studies and surveys and on our own research.

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DOI resolver: doi.org/10.5593/SGEMSOCIAL2017/HB11/S01.021

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