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.