Political  communication,  digital  and  Y  generation  Thesis  

European  Master  in    advertising  and  communication  

Léa  Bellaïch

e  

 N°487

05  

Epreuve  B5

 

2010-­‐2012  

Introduction    

OBSERVATIONS        è Increase  in  digital  tools  use    è Digital  and  politics  :    alliance  è A  targeted  generation  è Humor  and  derision  

 

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Problematic  

How   po l i t i ca l   i n s t i tu t ions   deve loped   the i r  communication   through   Internet   and   specially   social  networks  ?    How  young  generation  is  involved  in  those  changes?    How  do  they  use  humor  on  their  posts  ?  

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Summary  

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PART  1  

A  changing  society  

•  More  efficient  technologies  

•  Current  context  

PART  2  

Political  and  digital  

communications  •  Cyber-­‐citizenship  

•  Politics  and  social  networks  

PART  3  

Y  generation  and  digitized  politics  

 •  Digital  culture  •  Humor  and  Web  codes  

PART  1  

A  changing  society  

 

•  Current  context    

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•  More  efficient  technologies  

 

Carly  Fiorina  said  that  …  

6 American  business  executive  and  a  former  Republican  candidate.  CEO  of  Hewlett-­‐Packard  from  1999  to  2005  

...   «   many   people   see   technology   as   the  problem   behind   the   so-­‐called   digital   divide.  Others   see   it   as   the   solution.   Technology   is  neither.   It  must  operate   in  conjunction  with  business,   economic,   political   and   social  system.    »  

Web  (r)evolution  

Web  1.0  

Web  2.0  

Web  3.0  

Web  4.0  7  

Traditional  Web  (91-­‐99).  Distribution  of  informations.  

Social  Web  (00-­‐12).  Sharing,  exchange  of  contents.  

Semantic  Web  (09-­‐12).  Organize  the  infos    for  each  user.  

Intelligent  Web  (20-­‐xx).    Same  as  Web3.0,  only  more  developed.  

Citizens  and  social  networks  

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900#million#of#Internet#users#are#on#Facebook#all#over#the#world#

77%#of#French#Internet#users#are#daily#connected#on#a#social#network##Observatoire#IFOP#des#réseaux#sociaux#Nov#2011#

French#people#spend#almost#5h#daily#on#Facebook.##

27#million#of#French#people#are#on#Facebook#Le#Parisien#

5#million#of#French#people#are#on#Twitter#

10#million#use#Foursquare##all#over#the##world#

More#than#one#million##French#articles#are#on#Wikipédia#

40#million#Instagram#users#

3.4#million#uniques#visitors#in#France#for#Google#+#

Every#minute,#35#videos#are#posted#on#YouTube#

Context  for  change  

Distrust   Ignorance  

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•  83%   believe   that   our   society  tended  to  get  worse.  

•  76%    do  not  trust  politicians.  BUT  •  53%   of   them   are   interested   in  

politics.  

•  Lack   of   trust   /   Uncertainty   /  Tiredness  

•  83%    believe  that  the  policians  do  not  care  of  citizens'  opinions  

•  19,6%    abstenion  in  the  2nd  round  

 •  Extensive  use  of  polls  

PART  2    

Political  and  digital  communications  

 

•  Politics  and  social  networks  

 

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•  Cyber-­‐citizenship    

Media  process  during  a  political  campaign  

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Mass  distribution.  1.  Press  

2.  Broadcasting  

Ability  to  speak  and  to  be  heard  on  live,  at  distance.  

3.  Television  

Ability  to  show  and  comment  the  most  memorable  moments.  

Ø  Sharing  of  information,  feelings,  emotions.  

Online  interactivity  with  the  Web  

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Many  to  many  media.  Receive  and  share  information.  4.  

Internet  

Web  sites  

Blogs  

Social  networks  

M o b i l i z a t i o n ,   p o l i t i c a l  participation,  civic  action.  

e-­‐activism  

NETPOLITICS

Social  networks  :  UMP  &  PS  

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About  ideas,  initiatives,  we  make  contacts,  participate  in  events.  Result  :  site  closed  last  year.  Has  failed  to  bring  militants  together.  

Shared  interests,  links  or  calling  for  volunteers.  Result:  not  really  sharing,  users  prefer  generic  social  networks  

People  and  politics  

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75%$of#electors#have#Internet$access$

33%$sur#the#Internet$to#be#aware#of#news$#

43%$of#them#are#part#of#Y$generation$

2$of$3$French$people$are#interested#in#politics#subjets#

71%$use#TV$$to$inform$

56%$prefer#to#listen#the$radio$#

+6$%$of#net#surfers#practice#net$politics$

23%$prefer#to#read#presse$$

$71%$believe#that#Internet#give#the#oppourtinity#for$all$to$speak$out$loud.$

17$million$of#French#weekly$use$Internet$for$political$activities$

17%$$are#registered##on#social$networks$

The  2012  French  presidential  campaign  

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COMMENTS  è Relationship   between   politicians   and   Internet   was  intensified  

BARACK  OBAMA,  A  CAUSE  ?  èTo   conquer   population,   to   be   admired   and   present  (on  mind)    DECODING  THE  SUCCESS  OF  OBAMA’S  E-­‐CAMPAIGN    

 

The  success  of    an  U.S.  e-­‐campaign  

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1.  Who    ?   2.  What  ?  

To  win  the  citizens  vote  

3.  How  ?  •  Precise  targeting  •  Donation  •  Professional  Web  team  •  Activism  supports  •  More  efficient  

technologies  :  •  Tumblr  •  Fact-­‐checking  •  Twittinterview  •  Augmented  video  •  iPhone  app  

4.  Which  results?  

•  2  million  Web  profiles  registered  mybarackobama.com  

•  28  million  «  likes  »  Facebook  

•  $200  million  collected  online  

Why  doing  an  e-­‐campaign  ?  

è Active  and  reactive  media  è An  interesting  targeting  tool  è An  easy  way  to  encourage  activism  è Be  closer  to  the  people  è To  achieve  cost  the  potential  voters  

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Tools  and  political  strategies  

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Digital  and  traditional  teams  1.  Activists  

2.  Finances  

Disparity  of  Web  campaign  budgets  

3.  Tools  

Websites  

•  Encourage  activism  •  Creation  of  a  database  •  Provide  news  

PART  3    

Y  generation  and  digitized  politics  

 

•  Humour  and  Web  codes  

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•  Digital  culture    

Decoding  of  the  Y  generation  

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Followers,Digital  native  

15-­‐25  years  old  

Evolution  of    digital  tools  

Com°,  speaking,  exchange  

83%  are  connected  on  social  networks  

Exposure  of  private  

life  

Web  communi  

ties’  opinions  

Social  conscience  

Wired,  connected  

Y,  Why  ?      

Their  political  view  

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1.  How  much  ?   2.  What  ?  

•  Mobilize  them  •  Make  them  

want  to  be  activist  

•  Made  them  want  to  vote  

 

3.  How  ?  •  Make  them  feel  that  

voting  means  smthg  •  Be  closer  to  young  

citizens    •  TV  is  the  first  news  

media  (81%)  

4.  Which  results  ?  

•  Y  are  interested  in  politics  but  unengaged  

•  Information  is  superficial  and  repetitive  

•  Infotainment  •  There  is  not  a  Y  specific  

vote  

•  14%  of  registerd  voters  

 

Web  codes  and  young  generation  MISAPPROPRIATION  è Reappropriation  of  image  and  words  è   Radical  change  of  means  

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LOLcat  Demoti-­‐  vational    poster  

Mèmes  

Applied  to  #politics  

OPERATING  MODES  è Tumblr  dedicated  to  LOLtoshop  è It  requires  a  good  knowledge  of  digital  tools  è Buzz,  easy  way  to  laugh  and  moving  on  to  something  else.  

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Humor  and  young  generation  

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The   tendency   of   particular   cognitive   experiences   to  provoke  laughter  and  provide  amusment.  

1.  What  ?  

2.  Why  using  it  in  ads  ?   Aims  to  create  a  close  relationship  with  the  target.  

3.  Why  attacking  politicians  ?   An  escape  for  citizens.  

Conclusion    DIGITAL  EFFECTS  ON  POLITICS  AND  YOUNG  GENERATION  è Politician  message  can  be  lost,  uncontrol  è Web  :  synergy  +  activism  =    interactivity  è Web  :  an  alternative  to  traditional  media    AND  AFTER  ?  VIEWPOINTS  FOR  2017  ?  è Questions  with  not  definitive  answers  è Constant  changes  for  technologies  è Political  transition  is  unfinished  

 

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Thank  you  Have  a  nice  day  

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