Interactive Communication

In his article, Coleman addresses the way in which interactivity is used to promote various political parties. Most parties and democratic leaders rely on interactivity and communication to publicize themselves as well as what they stand for. It is evident that the expansion of interfaces such as social media networks has facilitated communication between political parties, leaders and their voters. This is an extremely important and useful development in the political world. Coleman also discusses how citizens are becoming more involved in democratic representation, by being on civilian panels, and in addition, leaders are placing more value on how the public feels. He also talks about the way in which the marketplace is becoming more interactive and social, and that political parties are using this to their advantage by way of sales techniques and campaigning. The traditional political ties are becoming obsolete, as new interactive and participatory methods are coming into play. There are two concepts that have been developed by scholars that differ greatly from each other. One involves interactivity and the other does not. They are working towards finding a middle ground where politicians would employ strategies that incorporate both civilians as well as old rituals. Interactive communication between political leaders and the public must be clear and the intention must be new and exciting if they want voters to continually vote for them. In the article, Coleman examines how interactivity can function. He speaks about accountability, referring to political accountability and declares that when politicians are accountable for their actions, reelection is more likely. Furthermore, being pro- active, sharing desires with the public and following through on promises increases popularity. He also talks about inquiry and how politicians can get new ideas and gain perspectives through the eyes of citizens via discussions. Another way interactivity works is through connectivity and social capital. Social capital has given people the assumption that political interactivity can increase connectivity between the represented and the public. Taking an interest in the public’s ideas is vital and it is a way for politicians to gain civilians’ trust. In turn, this method of communication leads to a connection between political representatives and the public. Interactivity is a strategic practice and the political leader must talk with people in the government as well as with the public. The space in between is called “political representation”. Interactivity can accommodate any scenario in this case.

I think that interactivity is a great strategy for political representatives to be successful and achieve their goals and to get necessary votes from the public. I agree with the three ways in which Coleman feels that interactivity can function. He discusses them in great detail, and gives examples, which make them easy to follow and understand. The best example he cites is how political leaders use blogs to generate ideas and get input from the citizens, while still maintaining leadership and representation.  I think it is important for politicians to respond to comments and get the public involved in their decisions, creating a strong and trustworthy connection with their people. I concur with Coleman’s arguments and I believe the steps he suggests as well as his theories could be useful to future politicians.

http://www.tandfonline.com.ezproxy.lib.ryerson.ca/doi/abs/10.1080/1369118X.2012.757633#.UlRN4Bb0-ZY