SOCIAL PROSPECTIVE OF POLITICAL COMMUNICATION
SOCIAL PROSPECTIVE OF POLITICAL COMMUNICATION

Summary/Abstract: The Internet is a completely different thing from the so-called mass media. It is not a "medium" like the press, the television or the radio. It is an integrated system in which many different things coexist and we pursue very different objectives, from strictly individual communication to all sorts of group activities, from small or large communities, looking for information in something that is not entirely " universal library ", but offers a vastness and freedom of choice that no other instrument had ever made possible. What matters, as always, is not technology, but the way people use it. The multiple possibilities of exchange, meeting, dialogue, knowledge, the infinite wealth of relationships, ideas, feelings, similarities and diversity, the possibility for each person to build a "his" custom network and finally the immensity of available resources that would be disorienting if it were not possible - as it is actually - to build a little at a time a system of choices and relationships "on a human scale" in which to move in a pleasant, flowing, stimulating way nothing but cumbersome or tiring. To all this are added the new forms of communication, Facebook, Twitter, Linkedin ... in a word, social networks, born to be facilitators in communication processes and today are found to have become a battleground on which governments and other organizations the possibility of manipulating public opinion is played out. But how much did the formation of ideas change or potentially change? Civic participation in political life is allowing a rapid and continuous evolution of the information ecosystem, forever changing the playing field and the rules of electoral competitions. It was 2011 when that movement of people then called by the journalists "Arab Spring", began the use of social networks to report news and report abuses due to corruption of law enforcement. Thanks to the web bloggers have made many people aware and participate in politics by transmitting their indignation and activism. The viral and sudden character of social media has caused police videos, tweets and news about demonstrations and protests to expand at an impressive rate, adding more people to the cause. But the web and social media, these catalysts of opinions and revolts, which effectively accelerate the processes of organization and facilitate the exchange of opinions, can they ever replace traditional means, such as flyers, faxes, meetings, etc.? Is all that glitters gold? Only a few years have passed since the Arab spring, but in reality an era for the compressed times of the Web. Recent reports by the two greatest actors of this great change, Mark Zuckerberg, creator and CEO of Facebook and Evan Williams, co-founder of Twitter , can be considered almost "coming out" compared to results as much desired, as disliked and betrayed by the network towards citizens. Facebook calls it "information operations" and explains that they go beyond the phenomenon of false, inflated news, fake news. Williams is much less diplomatic and speaks openly of the "now broken internet" and apologizes for Trump's recent election as US president, thus admitting a key role that 140-character communication would have in routing consensus. Behind this apparently spontaneous and deregulated phenomenon, complex and well-financed efforts by States and other organizations would be hidden in order to hijack and pilot the consensus. The Internet, our greatest instrument of emancipation seems to have turned into the most dangerous contribution to totalitarianism that has ever been seen. Starting from the description of the current situation of intelligence in the Net, the objective of these pages is to compose the pieces of a puzzle that is as close as possible to the future of the WEB, and therefore to the future of our world. The chosen guideline is consistent with the "wonderful dream" of Tim Berners Lee, who has forged the WEB to date:• sharing knowledge and intelligences enhanced by the use of the Internet;• the possibility that computers will talk, and understand each other, thanks to the development of the Sematic WEB.

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