The Role Of New Media In The Development Of Political Awareness
These
days you often listen about term known as “New Media” this term in media
studies refers to on-demand access to content anytime, anywhere on any digital
device. New Media is all about the communication that takes place in the
digital world which allows smaller and larger groups of people to meet online
as well as it permits them to share and elicit information. Moreover, New Media
is very broad, popular, rapidly growing power and it is largely accessible.
Additionally, all that is related to the internet and the interplay between
technology such as Websites, Social networking, online communities, streaming
audio and video and Online News etc., reflects New Media.
21st
century youngsters are keen towards social networking sites such as Facebook,
Twitter and My Space etc., to gain information and to interact with the world
and also they join online communities to engage themselves in issues related to
political news & views. We notice the role of New Media in the development
of political awareness among young generation is very vast. Political parties
use New Media as a tool to reach to their audience; they target especially the young
voters. No doubt that TV plays a vital role in building political awareness
amid people but in this modern era political parties target young voters via
social media. The response on new media is very quick and massive. It takes a
few seconds to spread the news and share the common interest and related
responses from millions of people.
The
most recent examples of new media impact are Arab Spring and Elections of the
year 2013 in Pakistan. The Arab spring extensively brought change in Arab World
where it was impossible to talk against the Monarchies. While in elections in
Pakistan, a comparatively unknown Party became the leading party of the country
and it was due to the social media developments.
Due
to massive participation of youths PTI was capable to sweep a big vote bank of
Pakistan. PTI reached to its young voters via social media and the turnout of
young voters this year was intense, “PTI” achieved success in creating
awareness among youth of Pakistan and nearly 60% young voters contributed in
2013 elections. According to (Luke Waggone, World 2013) the previous national
elections in 2008 garnered an unimpressive 44% voter turnout. This statement and
figures depict the impact of New Media in the development of political
awareness. Besides, parties bring political issues on social media platform and
call young people for protest against certain causes and aware them about
political activities, actions and movements as well as make them responsive to
current situations.
Likewise,
online social networks like Facebook and Twitter hold the power to mobilize
crowds to an extent that they can also help to bring about political change for
instance In the 2012 Presidential Election in USA, President Barack Obama
defeated Governor Mitt Romney with ease it was argued that President Obama
would not have won elections but however his use of social media helped him a
great deal to get ahead in the race. By using social media as a campaign tool,
the Obama’s political awareness campaign was able to reach voters, specifically
minority voters were Black and Hispanic ethnicity and young voters (18-29
year-old), to get the message out to vote for Obama for President.
Political
parties shall continue to use new media in creating awareness among young
generation because it’s impact is very powerful and it persuade and influence young
voter very effectively and aids political parties in spreading their message
more efficiently. Rapidly growing emergence of New Media will aid in the
development of political awareness among young voters in future.
LINKS
for further reading material
pulitzercenter.org/reporting/social-media-role-young-voters-increase-future-US-elections-Obama-Facebook-Twitter
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