Abstract
Recent years have witnessed the rapid proliferation of a new class of
information technologies, commonly known as social media, which support
interpersonal communication and collaboration using Internet-based platforms. In
social media, political communication has become increasingly focused on
personalities and personal traits of politicians. Politicians and political parties need
a constant presence on these platforms to promote their image and maintain
interactive, real-time communication with their supporters and potential voters.
There is a plenty of literature on how political actors use social media to gain their
benefits all around globe but no study has been conducted to highlight the usage of
social media under the umbrella of strategic political communication, online
public relations and reputation and relationship cultivation and management. This
paper intends to highlight different theoretical foundations to analyse the usage of
social media for political purposes. This paper is establishing a relationship
between the producers, message and consumers as Facebook and Twitter are
considered to be more direct mean of two-way communication. Political Public
Relations focus on reputation cultivation and controlled candidate communication
in the political process. For political purposes, the political actors are managing
their reputation on social media by measuring audience engagement on the posts
and tweets.
Savera Shami, Ayesha Ashfaq. (2018) Strategic Political Communication, Public Relations, Reputation Management & Relationship Cultivation through Social Media, Journal of the Research Society of Pakistan, Volume 55, Issue 2.
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