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政治与媒介天生不分家。早期的政治家通过办报来开展政治活动,随着媒介品种不断丰富,政治与媒介,政治家与媒介的结合方式也越来越多样。2008年由于新媒体,特别是WEB2.0媒体的产生给政治领域带来了全新气象。Google公司CEO埃里克曾在2006年底预言:“能够发挥互联网全部潜力的候选人,将会在下一次总统大选中脱颖而出。”2008年是美国总统竞选年,美国总统利来都是与媒介结合紧密的政治角色,这一年的竞选因为WEB2.0而带上了新的印记。本文通过对美国竞选中政治家对新兴媒介的利用,梳理出WEB2.0时代政治营销的四种新模式,以期描绘出新媒体时代政治与媒体结合的新图景。
Politics and media are born into families. Early politicians carried out political activities through newspaper reports. With the continuous diversification of media types, the ways in which politics and media, politicians and media are combined are also becoming more diverse. The emergence of a new atmosphere in politics in 2008 due to the emergence of new media, especially WEB2.0 media. Google CEO Eric Eric predicted at the end of 2006: “Candidates who can tap the full potential of the Internet will stand out in the next presidential election.” "2008 is the year for the presidential election campaign in the United States, Combined with close political roles, this year’s campaign brought a new seal to WEB2.0. By using the emerging media by politicians in the campaign of the United States, this paper sorts out four new models of political marketing in WEB2.0 era in order to draw a new picture of the combination of politics and media in the new media age.