Modern democracies were first created based on the rights to vote, the freedom of speech, the freedom of association, and the freedom of cult, along with having independent media. Political parties gather ideas on given topics so that they can conform to a majority (right wing, left wing, far-right, far-left, democrats, conservatives, etc.) (Aeron, 2013). The media then discuss the points of these political parties in a way that reminds of a marketing SWOT analysis (candidate strengths and weaknesses within their political party and program, and opportunities and threats within the actual economy and society). However, is it possible to talk about democracy when existing political parties are undeniably strong? Is it possible to talk about democracy when the media are still using the agenda setting theory? — A theory that explains how the media tend not to tell the population ‘what to think’, although they tell the people ‘what to about’. (McCombs, 2005)
Aeron argues that citizens are getting more and more interested in independent, new emerging political parties and newspapers, as they start to seriously mistrust national parties and traditional mass media. He claims, “The power of global trends and institutions suggests that voting for national governments is futile. Mass media have changed the organization of parties themselves and eroded the direct and local links between politicians and voters” (Aeron, 2013).
In 2017, it seems that the bases on which democracy stands, are getting more fragile in the Western world. The right to vote exists and is respected for citizens of a given country, like the United Kingdom. Although it could be interesting to debate over giving the right to vote to people who have been living in the U.K. for years, without having the adequate citizenship. Going a lot further, the freedom of association is taking a step back in France. The government prohibited demonstrations for months, behind the explanation of a ‘state of emergency’ coming into force in the aftermaths of the terrorists attacks of 2015 and 2016. It became difficult and dangerous for the people in France to demonstrate about the outstanding rate of unemployment for instance, in fear of state violence — also explained by government on the grounds of ‘state of emergency’. Democracy is being challenged.
Perhaps it would be time for public relations to ethically take a turn, a turn for change and for a modern type of democracy, that does not hide behind the mask of ‘democratic’ social media. The real opportunity to link democracy with social media is not to let presidents use twitter and show how they can be the voice of the people (according to them, perhaps). It instead would be to have social media bring up new political figures, a reverse use of social media, per say.
Social media can end up being a gigantic democratic tool when correctly used — perhaps it is time to build new, alternative traditional media and political parties, that will use social media instead of being completely owned by social media and therefore, anonymity. LaPrimaire.org is for instance a French initiative, much inspired by the ‘debating nation’ that aims to let the website users pick their favorite lambda political character based on their programs. A final candidate is eventually thus democratically elected and stands in the elections. This avoids campaign-funding corruption and suggests political representatives that are truly, democratically, elected.
References
Aeron, D. (2013). Promotional cultures; the rise and spread of advertising, public relations, marketing and branding.
McCombs, M (2005). "A look at agenda-setting: Past, present and future". Journalism Studies. 6 (4): 543–557
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