Para comprender la política digital – Principios y acciones

espanolLa irrupcion de internet ha obligado a una reformulacion de la comunicacion en todos los ambitos y a todos los niveles. Politicos y candidatos se han visto obligados a adaptarse a un medio en constante cambio, donde las reglas de la comunicacion unidireccional se pierden, pero las posibilidades tecnicas y el alcance de los mensajes se multiplican. Este articulo realiza efectuar una aproximacion a las herramientas y practicas de la tecnopolitica asi como el uso tactico y estrategico de las herramientas digitales para la organizacion, la comunicacion y la accion. Para ello, senala las principales plataformas ligadas a internet como web, redes sociales, las plataformas de mensajeria instantanea y, mas recientemente, las aplicaciones para smartphone de uso exclusivamente politico. Asimismo, se analizan las tendencias actuales ligadas a la celebrificacion del candidato, el uso de memes, las etiquetas como elemento vertebrador y transversal en la comunicacion digital, el analisis de big data como la ultima frontera y la participacion a traves de usuarios (semi)automatizados o bots. Desde el punto de vista del ruido comunicativo, se abordan dos de las principales problematicas de la comunicacion politica como son el astroturfing - en todas su variantes - y las fake news, ligadas al creciente discurso de odio en plataformas digitales. Finalmente, y tras el analisis realizado, se propone lo que, a juicio de los autores, son las claves para entender la politica que esta por venir. Finalmente, y tras el analisis realizado, se propone lo que, a juicio de los autores, son las claves para entender la politica que esta por venir. EnglishThe emergence of the Internet has forced a reformulation of communication in all areas and at all levels. Politicians and candidates have been forced to adapt to a constantly changing environment, where the rules of one-way communication are lost, but the technical possibilities and scope of the messages are multiplied. This article makes an approach to the tools and practices of technopolitics as well as the tactical and strategic use of digital tools for organization, communication and action. To this end, it highlights the main platforms linked to the internet such as websites, social networks, instant messaging platforms and, more recently, smartphone applications for only political use. It also analyses the current trends linked to the celebration of the candidate, the use of memes, hashtags as a vertebral and transversal element in digital communication, the analysis of big data as the last frontier and the participation through (semi-)automated users or bots. From the point of view of communicative noise, two of the main problems of political communication are addressed, namely astroturfing - in all its variants - and fake news, linked to the growing discourse of hate on digital platforms. Finally, and after the analysis carried out, it is proposed what, in the opinion of the authors, are the keys to understanding the politics that are to come. From the point of view of communicative noise, two of the main problems of political communication are addressed, namely astroturfing - in all its variants - and fake news, linked to the growing discourse of hate on digital platforms. Finally, and after the analysis carried out, it is proposed what, in the opinion of the authors, are the keys to understanding the politics that are to come.