Political Communication and Social Change. Political Communication and Challenges in the Digital Age

The relationship between political institutions and citizens has been rede ned in the digital environment. The aim of this paper is to identify the main circumstances of this transformation. In this regard, individualization has been a key factor. So far, this relationship had been based on collective commitment and a global vision of society. Instead, it now depends on personal commitment and interest in individ- ual issues. The voting process, traditionally based on af liation, is now conditioned by voters’ opinions. Public opinion can no longer be taken for granted. In addition, persuasion as the only strategy to connect with the electorate is insuf cient. There- fore, professionals of political communication have been forced to use the logic of marketing and to explore the potential of digital media, to obtain more consensus and visibility in an increasingly competitive context of communication.