THE CULTURAL RELATIVISM OF SOCIAL NETWORKS: REVISITING MCLUHAN AND THE CRISIS OF PARADIGMS

Abstract

This article discusses what we might call, in the wake of Marshall McLuhan, New Communication from the arrival on the scene, the contemporary, social networks such as strengthening or not the image in the political sector. This strength, however, is relative, and that is what we will consider in this article. It is these same social networks that allow both to reach stakeholders and the possibility of conviction and dissemination of political projects, yes, among other things. But not always this happens, due to a dynamic polarities. We use methods of bibliographical and documentary research, exploratory level for the analysis of social networks by the public, by public managers and the candidates and political. These spread virally. The question is, in short: the use of social networks like Facebook and Instagram, reinforces or not the personal image on the political scene? It is rather a strain of the poles than a finished or definitive conclusion on the subject.