Po co politykom nowe media? O politycznym istnieniu w wirtualnej przestrzeni

The permanent campaign in social media: A case study of Poland

“…Politicians can easily bypass media gatekeepers and refer directly to citizens, social media users. Traditional mass media tend to favour major political actors and adhere to a predetermined political or ideological line of the publishing house [15] whereas posting messages or tweeting provides politicians with an additional option to access and shape information. The internet increases the visibility of small and fringe parties, thus becoming a free marketing tool [24], which political actors make use of to step into the spotlight or presenting unfavourable events in a favourable light.…”

“…Not only do new actors, such as political bloggers and activists, take an active role in the public discourse but also politicians post, share and comment current events as they are unfolding. Social media have paved the way for new forms of political participation that never before existed [1] where individual politicians can increase their media exposure [15], ensure contact with their electorate [19] and boost popularity during both election and non-election periods thus allowing for permanent campaign to take place.…”