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加拿大传播理论家马歇尔·麦克卢汉认为,“信息的即索即得创造着更深层次的民主。”新媒体的社会功能被奥巴马团队在竞选中发挥得淋漓尽致。新媒体有四个社会功能:遍在效应,使大众传播具有人际化趋势,使现实社会网络与在线网络合并,使“意见领袖”有了更巨大的发挥空间。这些功能的良好运用可以作为“电子民主”实现的基础,对我们实现电子民主起到一定的启示作用。
Marshall McLuhan, a Canadian communications theorist, argues that “information is what you need to create a deeper democracy.” “The social functions of the new media have been most effectively run by the Obama team. The new media has four social functions: the ubiquitous effect, making the mass communication have an interpersonal trend and the real social network is merged with the online network, so that the ”opinion leader“ has more room to play. The good use of these functions can serve as the foundation for the realization of ”e-democracy" and play a certain enlightenment role for us to realize e-democracy.