comparison between television, press, and the social media as the platform of political message

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One notion of globalization is the concept of ‘free flow information’. It emerges because people were exhausted by the propaganda and censorship in Second World War (Carlsson, 2005). This concept demands the advance of Information and Communication Technology to deliver information widely, beyond geographical boundaries, and as fast as it can be. To serves the concept of free flow information, the ICT needs to make the connection is available for everyone; it is the formation of network society. According to Castell (2007), in the network society, the power relations which constitute all societies foundation, and the efforts to challenge the institutionalization of power relations are progressively more formed and decided in the communication field. There are battles of power and counter power, people and government, local and global, in it.
In this sense, the platform used in the network society needs to consider such values: equality, openness, deliberation, connectedness, participatory. With those requirements, the platform in which the member of network society communicates is seemed as meet the definition of public sphere by Habermas:
‘an arena, independent of government (even if in receipt of state funds) and also enjoying autonomy from partisan economic force, which is dedicated to rational debate (i.e. to debate and discussion which is not ‘interests’, ‘disguised’ or ‘manipulated’) and which is both accessible to entry and open to inspection by the citizenry. It is here, in this public sphere, that public opinion is formed (cited in Thussu, 2000:55).’

From this definition, Habermas points out that democracy is formed by the interaction between the state and citizen which is integrated by discussion, deliberation, reaso...

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...ms or their thoughts, maintain their reputation, and do propaganda.
The political campaign or advertisement in the social media requires no budget. However, the ubiquitous characteristic of social media can be problematic. It demands the politicians to be in the state of ‘aware’ all the time because they need to response to every critical issue regarding their posting content in the social media. They also need to be very careful when they are dealing with their mobile devices, because any activities in social media cannot be treated similarly with the real life. Therefore, the role of media agency in dealing with social media is considerably more important. Whilst the social media is inexpensive platform to advertise a political message, the budget for hiring the media agency to create strategy and advocacy for this platform can be higher than the other platforms.

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