THE ROLE OF NEW COMMUNICATION TECHNOLOGIES IN ELECTION CAMPAIGNS: FEATURES IN THE CONTEXT OF KNOWLEDGE-BASED ECONOMY

Purpose - The main objective of this study is to analyze the impact and role of new communication technologies (NCT) in election campaigns. Design/Methodology/Approach - This paper is based on a qualitative research whose objective is to investigate the impact of NCT on election campaigns. Finding/Results - It was found that NCT create new opportunities for candidates and political parties during election campaigns. Research limitations/implications - Several important questions are set to investigate the opinion of a group of 20 people (students to a university from Bucharest, aged between 20 to 23 years) on the role that NCT play in election campaigns. Practical and/or social implications - The outcomes of the application underline the importance of using NCT in election campaigns in the context of knowledge-based economy. The topic of the paper is popular and has potential for future research, as in Romania the frequency of use of NCT is increasing. Originality/Value - This methodology highlights the evolution of political communication in the context of knowledge-based economy. The main objectives of the study are: defining the notion of political communication and its main dimensions and instruments, as well the presentation and analysis of the impact of the main online communication channels on election campaigns.