The advent of social media has also profoundly changed all professions related to political communication, empowering candidates of all factions to express their personalities freely, independently, at a pace governed by a maddening algorithm that from time to time seems to decide what content to show, and what target audience to address.
In an age dominated by a general crisis of values, people all over the world seem to be constantly searching for footholds, for reference points to cling to and to entrust their remaining hopes for a better future, for a peaceful and possibly trauma-free future.
Some find refuge in the sports faith, which for some time now has partially replaced religious fervor in certain parts of the world, while others find solace in the new, winning business model built by some companies, whose activities increasingly revolve around people and their needs, but also their ability to leave a tangible mark on the world even through a conscious purchasing choice.
Voters’ hearts
But what is the winning formula for attracting voters’ votes and establishing an authentic, genuine relationship of trust capable of going beyond mere electoral dynamics?
Any possible answer to this question will necessarily have to include references to communication, to electoral marketing, to that very fine discipline that consists, in a nutshell, in knowing how to build the image of a serious and credible politician, with quality content, capable of igniting crowds and capturing their attention in a matter of moments, even if only with a gesture, a glance, or a simple phrase thrown in by chance.
Political communication, nowadays, must in fact be based on perception, on all that information that voters perceive in the circles they frequent, in newspapers and on television, and on candidate’s social media.
The winning politician is precisely the one who is able to work effectively on all that is perceived by people, either directly or indirectly, then transforming this mass of information into engaging content that is able to stimulate people’s enthusiasm and intellectual vivacity, in addition, of course, to their desire to vote for that particular candidate.
At this complex historical juncture, those involved in political communication will have to pay increasing attention to the content to be thrown to the voters, being very careful not to mix it with sterile eloquence that never leads to anything concrete.
Sterile content, in politics, is any content that refers back to ideological considerations and has almost nothing to do with people’s practical lives. In some nations, faced with the advance of right-wing political forces (in some cases even far from moderate positions), the opponents have been unable to propose any quality content, any political project based on concreteness, persisting in the repetition of old slogans and ideological content that have proved perfectly useless.
Indeed, we are in an extremely peculiar phase in which people, after the terrible two-year period of Covid-19, have basically rediscovered their practical consciousness, suddenly becoming allergic to all those ideological and evanescent contents that carry with them no concrete consequences for their daily lives.
Proper planning
All this also has inevitable repercussions in the way they communicate online, especially on social media. In planning their content for online communication, policymakers should therefore give top priority to the topics that are most closely relevant to people, to anything that can quickly lead them to the resolution of a problem.
It is no coincidence that among the most popular content, on social media and websites, are precisely practical guides, reviews, in short, all content that contains precise and well-delineated information, without the slightest ambiguity.
The success of this kind of content can be easily observed on online gambling portals, which for some time now have begun to devote some sections of their sites to reviews on the different games, guides for players and useful advice on the gaming experiences offered by the platform, which include exciting casino games such as poker and blackjack, but also the electrifying ways of playing related to the redemption of free spins and welcome bonuses, which are usually very rich even for those who sign up for the first time. The guides and reviews, like the Jackpot City review, are always focused on maximum practicality, and help every player to acclimatize to the platform and get off to the best start in their immersion in online fun.
Even in the age of social media, content will always remain the undisputed lord of the web.
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