Online Political Communication

1. Front Matter

   Pages i-xv

   PDF

2. Introduction

   • Gianluca Giansante

   Pages 1-3

3. How Politics Change on the Web

   • Gianluca Giansante

   Pages 5-32

4. Building an Online Communication Strategy

   • Gianluca Giansante

   Pages 33-73

5. Online Communication Tools

   • Gianluca Giansante

   Pages 75-137

6. Producing Content that Creates Participation and Consensus

   • Gianluca Giansante

   Pages 139-177

7. Back Matter

   Pages 179-188

   PDF

This book provides research findings and practical information on online communication strategies in politics. Based on communication research and real-world political-campaign experience, the author examines how to use the Web and social media to create public visibility, build trust and consensus and boost political participation. It offers a useful guide for practitioners working in the political arena, as well as for those managing communication projects in institutions or companies.

• Communication Strategies
• Communication Studies
• Political Campaign
• Search Engine Marketing
• Social Media
• Web Analytics
• media research

"Drawing from real-world political campaigns, this book offers in-depth research and solid insight on an important and ever-changing tool in all political campaigns, the Internet. Giansante's book is an important read for anyone interested in political communications strategies. 
 —Jim Messina, Obama 2012 Campaign Manager, former White House Deputy Chief of Staff

“The application of scholarship to practice is challenging but, in the case of Online Political Communication, the challenge has been met. It’s an invaluable guide to practitioners who seek to use the Internet for mobilization, as well as to students who seek to understand the strategies of online politics."
—Thomas E. Patterson, Bradlee Professor of Government and the Press, Harvard University

“Gianluca Giansante usefully synthesizes key findings from scholarly research on digital media and politics with a keen practitioner's perspective on the realities of online engagement. This book is a provocative yet practical call to arms to political organizations of all kinds, but especially those who need to learn more effective and democratic ways to engage with citizens and build consensus in today's radically complex political communication environment.”
—Andrew Chadwick, Professor of Political Science and Co-Director of the New Political Communication Unit, Royal Holloway, University of London

• Luiss School of Government, Rome, Italy

  Gianluca Giansante

Gianluca Giansante, PhD, is a researcher, political consultant, and digital strategist. He works as a communication consultant for large companies, institutions and political organisations. He teaches Online Political Communication at the Luiss School of Government, Italy's top Political Science university. Giansante has been Head of Digital Strategies and Public Relations for the Region of Lazio, in Rome. He also served as an advisor on communication to the Italian Government, Undersecretary for Institutional Communication. 

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