Augmented Political Accountability at the Era of Social Network Service: Changing Relationship between Political Elites and Voters
40 Pages Posted: 13 Nov 2014
Date Written: 2014
This paper discusses the relationship between political elites and voters at the era of social network service and provides descriptive research on the rhetoric of political elites at the time. On this paper, I divided discussions into two parts. On the first discussion, I argue that social network service changes the relationship between political representatives and voters in that it creases voter’s opportunities to have high leverages over their political representatives. This is because social network service endows voters the ability to hold their representatives accountable and responsive. In more detail, social network service’s attributions in easing information asymmetry, empowering collective preferences of citizen, and enabling public agenda setting increase voter's opportunities to monitor their political representatives and bring bargaining power back to voters from their representatives. On this second discussion, I apply this argument to a discussion about the rhetoric of political elites at the era of social network service and suggest that social network service increases political elites’ incentives to express that they are politically accountable and responsible. This is because social network service increases issue salience of political responsibility and accountability during election campaign and it conditions political elites’ strategic calculations on the rhetoric. Using the campaign speeches of U.S. 2008 nominees, I ran corpus analysis on the rhetoric of political elites concerning responsibility and accountability. The result shows that both Barak Obama and Jon McCain intended to express that they are well acknowledged with political salience of accountability and responsibility. However, there was clear difference between them in their priming strategy.
Keywords: SNS,Political Accountability, Social Network Service,Political Rhetoric, Barak Obama, John McCain
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