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Making Politics Popular A changing context and content of political communication in Western Europe Kees Brants Amsterdam School of Communication Research ASCoR University of Milano Summer School, July 18, 2012 Changes in the political context • Public distrust, electoral volatility, rise of populism • Post-fact society, ‘truthiness’, truth by Twitter • From party democracy to audience democracy: authenticity, charisma and empathy • Selling politics and politicians in a permanent campaign Changes in the media context • Competition and the economy of free lead to a shift in media from a supply to a demand market • Waning of public service ethos and its culturalpedagogic logic • ‘what sells’ becomes a news value • New form of infotainment-journalism mixes nonprofessionalism with critique, comedy and cynicism Appearances of popularization Popularization as Politics/politicians Media/journalists * Personalization private, political persona, same plus vox pops and personal approach, emotions man-in-the-street * Infotainment politician in entertainment and talk shows entertainment styles/formats in information genres * Popular culture politicians copy star styles similar narrative structures and type of characters * Populism popular idiom and tone of voice accessible, entertaining and obstinate tone and style * Satire ? irony, sarcasm, ridicule, contempt Questions for research • Street: treat political communication as branch of show business to take the socalled trivial seriously • Including more media, genres, formats, styles and qualitative research raise question of viability of longitudinal research • Problems of conceptualization and operationalization: personalization, irony, sarcasm • Popularization in social media: towards an extended concept?