Challenges of Political Communication 2.0 in an Ageing Society

In these early twenty-first century, new technologies and social networks have led to major changes in political communication, one of the most developed areas in organizational communication. The parties have new tools to interact with voters, and these have regained leadership thanks to a model that premium the participation and dialogue. But this new Political Communication 2.0, that so much attention is awakening between academics and practitioners, is not reaching equally all age groups since older generations have not yet fully entered the digital world and are being excluded from these new ways of communication, somehow contradictory if you think that, due to the progressive aging of the population, they are becoming the main electoral niche. With these premises, the present article will attempt to analyze the challenges that are presented to the Political Communication 2.0 to approach this group, so vital at the elections.