The digitization of the life in general wouldn’t leave out the policy much less, at least on the side of those who issued it (already in that even the analog component weighs voting and counting systems enough). Here have already spoken of useful apps with regard to electoral processes that have taken place in Spain (that there few), but what’s the? use of mobile phones for political campaigns?
One more use, and devices increasingly have at earlier ages, it is not surprising to be one of the main campaigns of the political parties, although despite the evidence of this not in all countries is used the same way or the same frequency. Own apps, social networking… In 2016 (and earlier), tap coup politics.
The precedents: used Apps Wars
Smartphones began to expand between 2007 and 2008 and jump to the same social networks, as well as the emergence of instant messaging (in addition to SMS), helped that this was consolidated as one of the main sources of information in our day to day. If we read here the press, and it even juicier, if we communicate here with our friends and our circle of trusted people, why not use this to politics?
In 2012, both Obama and Romney launched an app for his election campaign
That must have thought Barack Obama Cabinet in the campaign of the year 2012, when sent an email to supporters of the party starting with the phrase “do you have an iPhone? If so, support this campaign has just become something much more fun”in order to announce the new app for the iPhone. Something they had in political, where talked we both this app as your opponent, Mitt Romney.
What they did do these apps? Here Obama won more than elections, because his app was also quite complete. The user became a volunteer (of Obama for America, organization after the campaign of the candidate currently) party can register more followers and even organize events, and can receive notifications of the same and keep track of the campaign. Romney, however, was much more simple, facilitating donations.
National product: the obligatory nature of social networks
Any app from a Spanish candidate sounds you? Probably not, not at least one official (because it is putting the last name of one of them and show us some game with caricatures of the same and other politicians). But by doing a search by parties we found at least one officer from each of the major parties:
- People’s Party: It has two apps, one information (agenda, campaign, etc.) and an own and internal messages.
- PSOE: you have the app my PSOE, also features sponsored in which we play a trivial (obviously theme).
- We can: It has only app for Android and is rather limited. A webapp from which access a personal portal after registration.
- Citizens: also has an app quite limited, although this time it is because all sections with the exception of one give error when trying to open them. what works? The Locator fans, venues, etc. that works with augmented reality. It is available for iOS.
But are the apps based on the strategy to bring the campaign to the largest number of people possible? Or much less. Apps are likely to be derived from the fact that today must have presence in the stores of apps (such as extension of the website), but the Fort are still social networking and instant messaging. And we don’t say it, we have resorted to those who live the campaign from within.
“The use of social networks in any political party is mandatory”
So clear it exposes it Paco Roldán, political consultant here in Spain, whose duties include being abreast of the movements of all the parties at the level of campaign. This is why it has observed almost from first row how the different parties resorted to social networks since these have become elements of mass.
The use of social networks in any political party is already mandatory, either time of election or at any other time.
Although it seems a redundancy, the role of social media in politics is the of socialize communication on one hand and on the other information. A message that until internet arrived in our homes (and especially the Palm of our hands) had an intermediary transmitting sometimes not it as is: the mass-media classics, namely, television and radio.
Have you ever played call”crazy”, “broken” or “escacharrado”? That game in which someone says a message in the ear of another person and this other one more and so on until it returns to the initial sender. How many times would it arrived intact? Ever. Maybe just that effect, this accidental created distortion (for misunderstandings) or intentionally (by interest) is that these media classics had. A problem that prevents the Party (at least usually) using social networks and an official profile: thus the message goes the transmitter to the receiver directly.
Citizens now have access to a lot direct information before passing mandatory by an intermediary [the media]. Thus the political party is the transmitter, the receiver citizen and there is no interference. It is fast and without distortion.
This is indeed the real crux of the matter according to Paco that is a “modern” campaign (most current) with respect to what they were in the past. I mean, that the message reaches the receiver in the possible most aseptic way thanks to the use of social networking and messaging. Not only that, many times get to inoculate it, although here we already entered in another field (methods vary, inoculate him through fear, accusations, etc.).
That the message reaches the receiver in the possible most aseptic manner, and often inoculate it
In addition to direct treatment with supporters, a direct effect of basing part of the dissemination of propaganda and messages to potential voters is saving time money and effort. It is much more simple and inexpensive to post a tweet, a Facebook status or send a SMS which make a rally, and in fact says Paco that all this has resulted in a decrease of rallies.
However, here we are faced with some problem that is the basis of the advantages of the strategy based on social networks at the same time: the fact that steadily around the world is issuing and can say. It is a participatory democracy and this is something obviously positive, but as it’s help with a party’s campaign, not everything is will, but it requires some preparation that not all the public has.
The risk of using the network: “it has memory”, and above all your users have it
The risk? What much information is not useful or correct, and that this will give foot public mistakes sometimes. This is coupled with the fact that “internet has memory”, and above all its users have it: absolutely everything is recorded and accessible in one way or another for the public in general. Unfortunate tweets, erroneous publications or changes in the profile of the party itself are recorded to fire as much as being deleted, because that will always be a screenshot making reminder.
Although, a collation of this, as much as networks social are a method of approach and dissemination of information, that which is given at the end It is still being skewed. I.e., either by this risk of “reminders” and for trying to take control of the image and profile of the party, it’s a strategy to show only what you are interested in. In other words, of a partial transparency.
We have cases that attempts to disguise the party as if it were participatory but at the end they are still vertical structures: “everyone must know what you are going to do, but only a few really know what we are going to do”. This in fact is nothing new, already lies at the end of the 19th century – beginning of the 20th century (when the political structures began to be so).
Young audiences: this large and fickle bulwark
While it is true that since social networks colonized our devices and hours of life the spectrum of age has been increasing, one of the most active sectors is that of young audiences. A heterogeneous group which, for practical purposes, is “charge”, as explained by Paco.
[The youth vote] It is a vote widely dispersed, very unfaithful, and even risked very. For this reason, if you stay with that group, you have much cattle.
Therefore, is not only the fact of reaching the maximum number of people, but the finish on the screen of this audience of fluctuating opinion but in practice, in addition to assume certain percentage at a population level, it is more megaphones turn for the message and, therefore, more influence and presence. And this, by the way, leads to another aspect: the bias due to our social circle.
[…] The theory of communication: where do we feel good? In our group of friends. This, somehow, creates a stream of which does not come out: think what you think most, etc. You are not able to give an opinion or discern because you don’t want to look bad.
And which networks and apps are using matches?
Perhaps younger parties to draw upon with advantage (can and citizens), who probably have more assimilated network access
As we said, the base is to have presence, ergo does not make sense discriminate platforms or other, but quite the opposite. As we resume Paco There are matches in the major social networks as Facebook, Instagram, or Snapchat (although in this have not found any accounts of parties or candidates). Here perhaps partan advantage non-conventional parties, i.e. can and citizens, which in his opinion will probably have access to networks more assimilated to “being born with them” (and have an average age of militants and sympathizers younger).
In terms of messaging, WhatsApp is obviously one of the platforms that are used, to be groups as fast and nimble when it comes to spreading a message or any communication. Something that pointed here Paco is the fact that is continued by Telegram (if we can) by security issues, since this app incorporated a greater degree of encryption at least until WhatsApp implemented end-to-end encryption.
But who gives details of what is being used in campaign at the level of the autonomous community of Balearic Islands Alberto, responsible for Socialmedia of Balearic Islands we can. It is who clarifies, for example in the case of the designation of the party do not use WhatsApp, but Telegram to communicate both internally and externally, either in groups or in channels.
Explains that we can Balearic used on all Facebook, Twitter and Youtube, and to a lesser extent Instagram. Thus, for this campaign have also broadcast videos from FaceBook Live. Acts such as the punching power of cartels or the nomination.
At the personal level each charge, militant or sympathizer uses social networks that sees fit to personally
The strategy? Alberto tells us that at the individual level each charge, militant or sympathizer uses social networks that sees fit to personally. This in practice says translates into a majority use Facebook and Twitter to a lesser extent.
The specification that at all times talks about strategy of the Balearic group is due to each territory has autonomy to follow a strategy or other as they wish (there is no central indications in this sense). In the case of this community, explains that “premium create and/or share own content which we differ from the social networks we can state”. I.e., computer graphics, GIFs or videos on a particular topic. And this, adds, has worked.
The fact of creating own content has resulted in an increase in followers in the autonomic Facebook account. And as to resort to campaigns in this social network, yes some have been made to announce events (such as meetings and lectures), but they were very few in total.
As for Twitter what they do is a follow-up of the appearances of the candidates in the media, live sharing the most relevant phrases in each intervention, for example. Something that is usually done in the other parties, in addition to using it as a platform where to communicate the political activity of the party in the institutions. Not to mention posting tweets on a particular subject with appropriate hashtag, campaigns to promote something (such as women’s sports) or against any material such as the TTIP,
Thus, coinciding with what pointed Paco in terms of these new formations, Alberto us specifies that We can be considered a digital native formation.
There is a before and an after the Socialmedia can. As political formation to penalties we have two years, so we consider ourselves a digital native formation. Other Yes parties can make the comparison between how was your activity before and after the appearance of the Socialmedia. To us it is impossible to do so.
On the website of citizens there is a section with directions to help virtual level.
To be or not to be: that is the question
Mandatory that Paco was referring summarizes very well the current situation as regards election campaigns and communication in general: presence, presence and more presence. Perhaps in a comparative manner the Spanish political parties not reach the level of Americans (here Snapchat, for example, is still rare bird while Hillary Clinton, Donald Trump and François Holland among others long ago who use it), but the fact is that in relation to reach our mobile if they took advantage of social networking and messaging.
There is an issue and a direct information reception without affecting this seasoned with connotations absent in the source or directly skewed by interest
It is not the same with Telegram, an app for messaging that while not the most used is growing in users and this does not escape the Spanish political parties. We have seen that can Balearic division had a channel and that party in general seems to have some preference for the network both internally as public, but they aren’t the only ones not far:
- Official channel of the People’s Party: it has a total of 976 members and is one tool of dissemination of tweets and publications about the party and its representatives.
- The PSOE official channel: 2.668 members today. As in the previous case, it is another way to share the most current content about relevant news in terms of national politics and the party, as well as the dissemination of posters of candidates.
- Official channel we may (national): in this case note the grouping was decanted by Telegram with their current 7.939 members. The format is the same as in the previous cases, i.e., sharing content on other platforms and network in general about the party, their representatives or the current political.
- Citizens does not have a channel at the national level (yes some regional groupings have it), but there is this not official. It currently has 727 members, and again is a tool to promote the dissemination of content. Shared party today and is continually indicates where to share it.
Policy in fact adds fuel fire that mobile is a substitute for the television (and radio): is not only the fact that comfort is the information portal for more common and practical, but that We can follow directly who are interested. As we commented: there is an issue and a direct information reception without affecting this seasoned with connotations absent in the source or directly skewed by interest.
Of course, everything has its disadvantages, and we discussed some as “the memory of the internet” (problem of course for the party, otherwise than for the public). Here it is worth mentioning also that the mobile is no exception to what is called Black propaganda, is to say, the reuse and manipulation of information in the form of viral “of unknown origin” that may impair a group on one side (and, therefore, benefit to the other (s)).
Así, apps are not the most popular resource Although we see that parties have some (again, presence). But we are in some cases with little useful apps and even a malfunction (here there is an excess of investment of time, money and effort on social networks and messaging). About this, Alberto we can told us in the Balearic Islands were not at the moment approach of creating an app itself, in fact.
The campaigns have made the leap from billboards, spots and rallies to our pocket
And you, have got to political parties or their representatives in the messaging or social networking? What is evident is that long campaigns have made the leap from billboards, spots and rallies our pockets, and as Paco Roldán reminded us for fraseando to Clausewitz, the mobile is a medium (key) more to follow that eternal war is the policy, in both elections and routinely.
Boris Johnson : Wikis (The Full Wiki)