New media – challenge for the rulers

Political life in western democracies, even beyond the periods of subsequent elections, resembles permanent electoral campaign. All the actions of politicians and public relations of professionals are calculated to maintain supporters, attract hesitant citizens and persuade opponents. There is a common perception of media as a channel serving politicians, supported by spin doctors, to submit messages, aiming at achievement of political success. Analysis of changes in terms of communication and political marketing requires redefinition of classical categories operated by political marketing and communication, namely the notions of sender, message and receiver. While reformulating these categories, it is necessary to also analyze new tools and devices used by domains mentioned above. Presentation and explanation of their new content, definitions and relations between them leads to the conclusions concerning new role of media in the world dominated by high technologies.