Revista de Cercetare si Interventie Sociala

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Modern media innovation in electoral campaigns

Modern media innovation in electoral campaigns


Claudiu COMAN



Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: 45-53

How to cite this article:

Coman, C. (2010). Modern media innovation in electoral campaigns. Revista de Cercetare si Interventie Sociala, 31, 45-53.


GIn the last years we can observe the appearance of a common pattern of different types of innovation in the election campaigns, but also the existence of an accelerated rhythm of engendering in all types of democracies. This pattern has different appearances or adopts local forms being formed by several elements that are associated with the concept of media (focused democracy). Television has a strategic role in the election campaign because it is the main source of news and entertainment, being also capable of aiming at the public that is not interested directly in the political life. Television news and electoral programs (“shows”) are considered universally essential for the success of the candidates and of the political parties. The development of the communicational methods, especially TV, had decisively transformed the public sphere.


electoral campaigns; media focused democracy; media innovations; political advertising; Americanization.

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