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government Web Political Communication: learning from the mistakes

2.0 The Policy is in a time of growing both actions in campaigns stations that are carried out in the world today, c omo by policy actions applied to Internet communications that are starting to implement the Governments. The issue has been in vogue since the actions of Obama on the campaign elecotral and now from his presidential term, but the fate illustrates a way ro dent enmcarcado Internet. It's simple, hard return results in the coming years, government efforts to set aside for Internet communication.

elos Whether in municipal governments and from the provincial government until the president, all should in one way or another incorporate web tools to communicate citizens with an alternative. To make this possible new positions should be taken communication to the executive branch try to think what might be the best ways to reach people. This requires defining a new concept at the time of communicating, which provides Web 2.0 with its own rules that are alien to the traditional avenues of communication.

communications equipment Luiz Inacio Lula Da Silva, president of Brazil nte obviously took a definite attitude and opened the Planalto Blog, a space that fulfills the function of occupying that place so far non-existent that manages to bring the president and his people. The Blog is named after the presidential palace and it is looking to reach people all the activity of President Lula on a daily basis as stated in his presentation: "We are here to share with you information about the daily life of the presidency."

These spaces of communication not only serves to show daily ACIT rulers, but to help "humanize " public figures who seem unattainable for most people. This will shorten the gap between the people and maximum referencencia national or municipal government, and enable political leaders and ordinary people s which also have certain actions in your life that are beyond their ordinary extraordinary role as Heads of State.

Blog do Planalto The main figure is the president Lula, who was responsible for receiving users through a video uploaded to YouTube, and features the work of an entire team that carries out its administration.

The excuse to open this channel of communication as shown in the same blog, is to "better understand the concerns of citizens." However, the blog fails in its chief aim by not allowing comment Internet users, because it makes the site a one-way channel where the receiver only receives information cutting the communication process dynamic in which this reader becomes issuer to present its point of view.

Bem vind @ s ao Planalto Blog!
Billed as "the new channel of communication between the government and society," Lula's Blog, as it is commonly known, had some complications and garnered critical few days. While launch day Blog of many technical complications that arose, according to oficales, were due to heavy traffic of users who brought down the servers, the main criticism of the new communication space by cibernavegantes was filed with the inability to leave comments.

Simply deny space to those willing to discuss it provoked a strong denial among visitors to the Blog. Whether to leave positive or negative criticism, it is incomprehensible that those who developed the area decided to leave out the possibility of feedback from people, which is the basis of Web 2.0. Of course all these dynamic areas so exposed to outer politicians, but there are ways to regulate them without having to nullify the opinion space for our readers.

The Blog has a link to "critical & suggestive" as a suggestion box where you can post a comment but does not appear in the site. There were also harsh comments because the president is not directly involved in its preparation, which could be a bit more sympathetic because of the busy schedules of a representative, but the focus of complaints was in the missing spaces opinion and participation of the new channel communication opened the Lula government.

This case is exemplary of the reactions that occur in cyberspace when it decides to take initiatives in the Web 2.0 communication. What will be the feedback from the other side? No one will have a strong response to respond, but if you look at other cases and investigate the difficulties presented to it, can prevent certain attitudes that users can take on these new spaces of communication.

After a few days of being online, the Planalto blog has already received its biggest blow: it was cloned. Cyberspace was responsible for the bulk rebuking error and brought to everyone's surprise a replica of the official site whose main difference is that it has spaces for users to comment, criticize or praise, respecting the free spirit that characterizes Web 2.0.

The almost identical copy of "Lula's Blog" is permitted by law as it is developed under license from the company Creative Commons that allows the complete reproduction of the content, as long as they cite the original source.

The official site is under the direction blog.planalto.gov.br "while the copy has been lodged as planalto.blog.br ." Daniel Padua, a member of the team's official blog, said "it was going to happen at some point" and there was no way around it. But it is rather confusing that, knowing what could happen, did not take the precautions on the subject. The clone of the site received the first comments supporting the initiative: "This is real democracy," "This is the official blog," ended censorship, "were among the thousands of comments that could be read.

The lesson is clear: it is important to play in the field of Web 2.0 , but understanding that has its own rules and must be respected. Actions like this from a government only cause adverse reactions resulting in more harm to his image because, ultimately, if they say they want to "listen" to their citizens but then let them say, the blog becomes a simple action demagogic.

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Political Campaign: Obama's experience as Michael Hannahan

Dr. Michael Hannahan went to the headquarters Moses Institute of Buenos Lebensohn Aires to give a seminar on "Organization and Financing of Political Campaigns: Obama's experience in 2008." Hannahan is a prominent political consultant and professor at the University of Massachusetts who worked on the last U.S. election campaign to bring Barack Obama to the White House. Hannahan

conference began recounting experiences pers onal and were limited to the American democratic system and distinguished from ours by example with clear allusions to the financing options that politicians in either site. In the United States do not finance political parties to their candidates, so they are the ones who bus car should roads to conduct their campaigns financially. "The difference between the democracies is given by how each country carries out campaigns" Hannahan said.

In the United States, the fastest way to define a path and a political project are given by the spaces offered by the Democratic and Republican, mainly because people quickly associate ideas and values \u200b\u200bdefined in their imagination. Republican party relates to the "lower taxes" or "reducing government spending, and the Democratic Party is associated with the" welfare and the welfare "or the" redistribution of income. "However, according to Dr. Hannahan, the differences are not so great, because both parties share ideas which in themselves are general for both sides: for example," the Republican Party also defines social assistance programs ". So where's the difference between Republicans and Democrats?" The main difference lies in the rhetoric that handles every game, "said consultant with . That's when it is essential to work on the message to be issued by defining a series of questions:

• Why you?
Why
• now?
• Why do not they?

Inmates For Dr. Michael Hannahan, from all points of view Barak Obama to better resolve the answers to these questions to the electorate. Not only did the presidential campaign, but also on the internal front of Hillary Clinton, who had a very advantageous position for his power to influence intra-party politics and also because of their economic power that allowed him to lead a major campaign proportions.








What was the difference that Obama did to Hillary Clinton? Why does not she? Why Obama

represented more change than she, including even from and appearance. While Hillary was a differential change in its genus, and is therefore received unconditional support from women, was still a Clinton. Beyond that prisoners were cerradísimas and Hillary could have won, for society Hannahan thought about it, to have for another four or eight more years for another Clinton. Had already happened with Bush.
Changing Obama was "more change" could be inferred, or even change deep, was represented by both the message and the messenger.

messages in the campaign Spots
In a series of campaign spots Hannahan presented during the conference, they could see clear examples of videos that were aimed at the same target, the citizens of the elderly. The messages were very different from each other. While in the spot Hillary Clinton's voice over a speaker talks about his accomplishments and what he did, Obama decided to tell his story in person, did not say he would do, but was opened to tell the story of his mother who died of cancer.

The presidential
The first thing to understand in every election is to know that this is the campaign.

What is the campaign theme?

Elections 2008, which resulted in the election of the first black president in U.S. history, was dealt with "change." The surveys indicated that over 80 percent of voters believed the country was on the road and quivocado. P or the first time since 1952, there were no candidates in each party who had served as president or vice president.

In 2004, the wars in Iraq and Afghanistan were important issues, was what was the campaign however, in 2008 all candidates, both within their home games on the road to the presidency, were presented as change agents. Usually it is the opposition party who requested the change. But here there was a different situation because in the presidential election, both parties (Democrats and Republicans) claimed to offer "change" instead of "more of the same."









Fundraising Issues related to fundraising fundarasing or Hannahan recommended that messages be more aggressive since who wants to raise is being directed at a target that is within the public or likely voters. All candidates have a true sector of fans who voted, it is they who must address messages to achieve more aggressive fundraising. Obama's case was particularly for the work that was carried forward from the new technologies, with Internet at the head, both to attract new donors and to achieve capture the interest of young voters. But for Michael Hannahan recovery achieved by the Obama people for his campaign and in the best interest of youth to reach out to the polls to vote had more to do with the charism of the Democratic candidate with the use of Internet and new technologies .

About
Internet "The Internet is an efficient way to go touch the door to people, but in reality is a new way of doing things that were already made," said Dr. Hannahan who said that its growth is due to the inefficiency of television and radio. Currently, with such an abundance of means for the political candidate is important to simplify the message. Internet allows you to return to the old ways of campaigning in which he spoke to people directly.

About Dr. Michael Hannahan
is a professor at the University of Massachusetts and a scholar of election campaigns. He devoted himself to researching the impact of the actions communication during political campaigns mainly on telephone calls and personalized emails. With a long track record of advising and consulting, which began in the 1980 campaign with Ronald Reagan, Michael Hannahan developed an extensive work in electoral campaigns. One of the last politicians who had their advice was Mary Jane Swift, Governor of Massachusetts .