American Democracy Essay

High-tech Professionalism and Essential Political
Values of American Democracy:

Technological progress has influenced practically all spheres of human life and politics is not an acceptation. High-technologies are used by politicians as a mean to influence public opinion. High technologies made it possible to access wide range of people during short period of time and this has expanded advertising opportunities in politics.

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Advertising is a mighty weapon in the world political scene. It is hard to imagine a successful promoting company without advertising. Every day millions of people create and see advertisements. In our age of globalisation people try to find common points at any subjects to make the transmission of information easier. In advertising standardisation fulfils this function as it enables to work out common standards in world advertising, which would be accepted by all the advertisers of the world. Debate between standardisation and adaptation exists since the time the first steps on the way of globalisation have been made. Those, who stand for standardisation, believe progress and technology to be its main driving forces. Progress has simplified communication, let develop new travel opportunities and make a great break through in the sphere of communication. All these factors taken together helped to sweep away the boundaries between the countries and created generalised consumers. Same tendencies can be traced on the political scene as well. High-technologies help to improve the technologies of influence on the people and politics turn to all possible ways to use high-technologies.

Changes in the global market led to the changes in strategies and operational activities of the advertising agencies all over the world. These changes quickly influenced the political scene of the United States. “The major changes in the strategic and operational activities of the advertising agencies are thus a consequence of the way the creation of the Internal Market has influenced both the marketing and communication strategies of clients, and the organisation and performance of the carriers of advertising services, such as the broadcasting industry.” (Dicken) The development of new technologies and their appliance for politics gave new opportunities to influence people and manipulate their opinions. Unfortunately only politicians with big amounts of money can turn to high technologies and this creates inequality of presentation during different election campaigns.

From the other side high technologies have another important meaning for the democratic processes of the country. Development of digital devices gave opportunity to pass information quickly and thus created less opportunities for censorship. Internet became free area where all kind of information can be disclosed for wide audience. This created additional challenge to those politicians, who used dirty tricks in their political strategies. Internet gives opportunity to exchange any kind of information and till present moment it was and still is that space politicians can not control. To certain extend Internet became that fearless and incorruptible judge nobody can escape. That is why internet and digital technologies brought great contribution to the development of democratic values. All this helps ordinary people to switch their position of idle observers and become active participants of the events. To my mind, this is one of the main principles of democratic society.

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