social media and democracy in latin america

SOCIAL MEDIA AND DEMOCRACY IN LATIN AMERICA

Rachel Johnson, Elon University

Democracy and the Internet

Regime type plays an important role

Illiberal Dem. Semi-Dem. • Free and fair elections do not guarantee constitutional protections and complete democracy.

• Governments have an immense concentration of power, allowing the restriction of freedoms and rights.

• Zakaria (2005)

• Where elections are free but not fair.

• Anyone can enter the election but the incumbent is rigged to win.

• Or power does not go to the winner rather some other group outside the elected offices. • Smith (2005)

Social Media A Wide Range of Tools

Framework developed by Kaplan & Haenlein

Possible Benefits

•Social Capital & Community-

Building

•Access to Information

•Citizen Journalism

Social Media Use Statistics

88

70.5

89.8

12

29.5

10.2

0% 20% 40% 60% 80% 100%

Latin America

Worldwide

North America

Users

Non-Users

Social Media Users

62 52

38 48

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Latin America Worldwide

Average Age of Social Media Users

All Other

15-35

From ComScore, 2010

Top Sites in Latin America

91 Million

34 Million

24 Million

Top Worldwide Markets by % Reach:

#4- Chile #6-Argentina #7-Venezuela #10-Colombia #11-Peru #12-Mexico

Top Worldwide Markets by % Reach:

#2-Brazil #3-Venezuela #8-Argentina #13- Chile #14-Mexico #15-Colombia

From ComScore, 2010

VotoJoven Venezuela

VotoJoven Venezuela

VotoJoven- Tweet Examples Venezuela

#Occupario Brazil

#Occupario Brazil

#Occupario Brazil

CONCLUSIONS • Connecting the online and offline worlds • Old institutions, new tactics. • The long game.