Issue № 41. December 2013

“New Media” in Strategic Communication

Graduate student, Faculty of History, Lomonosov Moscow State University.
E-mail: vinogradovacatherine7@gmail.com

The emergence of “new media” (media outlets, social networks, electronic newspapers and magazines, blogs, mobile phones) makes it possible to carry out the work in the area of Strategic Communication more effectively (hereinafter SC).

Political institutions cannot ignore the activity on Facebook, Twitter and similar resources, because these networks have achieved a very important result — they have created a standard for future political campaigns.

However, the “new media” create serious problems for strategic communicators, because they cannot fully control the messages to the target audience — because of the accessibility of social networks. As a result, it creates a serious threat to cyber security and deployment of serious information confrontation between strategic communicators in different countries, as well as terrorist organizations and their involvement in the global audience. In the article the author attempts to assess the effectiveness of international developments in the sphere of SC in its work with the “new media”, and to identify the problems faced by the strategic communicators responsible for the security of the cyberspace.

Keywords

Strategic communication, “new media”, electronic means of communication, information warfare, social networks, blogs, mobile communications, cyber security, cyberspace, Facebook, Twitter.