Psychografia, emocje społeczne i nowe formy komunikacji politycznej

Marcin Galent

Psychographics, Social Emotions and New Forms of Political Communication
The development of social media in recent years has radically transformed the public sphere and, along with it, forms of political communication. Unfortunately, it seems that the current institutional order is not sufficiently adapted to the challenges posed by the saturation of social relations mediated by digital technologies. The recent years are full of examples of the lack of adequacy of existing solutions to revolutionary technological changes. This primarily concerns the Internet, which one’s rapid development has created a specific ecosystem that enabled the development of several highly influential platforms. Global social media enable creation and proliferation of knowledge in a vast, globally crosslinked and interrelated information environment. Such a situation creates many possibilities that are potentially conducive to public debate, but on the other hand it raises substantive and substantiated questions about the manner and rules according to which this information circuit is carried out. There is much evidence that social control based solely on traditional ethical canons is no longer sufficient. The public discourse loses signs of Habermasian rationality and is increasingly colonized by political actors who do not hesitate to manipulate public opinion and influence social emotions on a massive scale.
Słowa kluczowe: Internet, social media, political communication, micro-targeting, social emotions

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