Mexico, Correspondence - "My congratulations to the armed forces for the capture of El Kilo 'and his band' Zetas' perpetrators of the slaughter of migrants," wrote April 18 Mexican President Felipe Calderon on his Twitter account, with reference to Mass graves discovered in north-eastern Mexico. The Head of State has asked its 19 ministers to follow his example by being present on all this social network.
This innovative communication policy was launched April 13 on the website of the Presidency: "From today, all Cabinet members will have a Twitter account to communicate directly with the people," announces a Web page , together with the addresses and photographs of ministers. This new digital strategy is based on an Internet portal more dynamic, interactive spaces online, blog and social networking platform Twitter and Facebook.
Customers can then apply to the minister of their choice while following its activities, meetings and discussions, day by day. The tool looks promising with a population in Latin American leader in the use of social networks. With 30.6 million Internet users, Mexico (112 million) has 22.8 million Facebook users and 4 million subscribers on Twitter.
SHORT-CIRCUIT THE MEDIA "The official goal of government is to improve democracy by speaking quickly and with ordinary citizens, said Sergio Octavio Contreras, professor of political communication at the University of La Salle. But in reality, tool appears to be doomed to short-circuit and influence the media and opinion leaders.
Especially on the theme of insecurity. " The strategy of government's fight against drug trafficking has been criticized in the media and on the street. The increasing violence of drug cartels has claimed more than 37,000 lives since late 2006. Jose Plata AntonioSosa, director of Apoyo, a consultancy in political communication, especially the virtues Twitter election for the government: "Like the Obama campaign in the United States, the Web is a platform for promotion towards young educated Mexican, Internet savvy.
Provided by the rules. Otherwise, it is a weapon that can turn against the government by allowing its opponents to make a space for systematic reviews. " Moreover, some government members do not play the game, like the Minister of Public Security, Genaro Garcia Luna, who has posted just one message address.
"Others use it as propaganda by a logic of vertical communication," says Sosa Plata. Without self-criticism, nor transparent exchange, users may quickly dismiss the tool. "Attendance Twitter could let fear. If the account of President Calderon has over 590,000 subscribers, those of the majority of ministers do not exceed 3000 readers. 
This innovative communication policy was launched April 13 on the website of the Presidency: "From today, all Cabinet members will have a Twitter account to communicate directly with the people," announces a Web page , together with the addresses and photographs of ministers. This new digital strategy is based on an Internet portal more dynamic, interactive spaces online, blog and social networking platform Twitter and Facebook.
Customers can then apply to the minister of their choice while following its activities, meetings and discussions, day by day. The tool looks promising with a population in Latin American leader in the use of social networks. With 30.6 million Internet users, Mexico (112 million) has 22.8 million Facebook users and 4 million subscribers on Twitter.
SHORT-CIRCUIT THE MEDIA "The official goal of government is to improve democracy by speaking quickly and with ordinary citizens, said Sergio Octavio Contreras, professor of political communication at the University of La Salle. But in reality, tool appears to be doomed to short-circuit and influence the media and opinion leaders.
Especially on the theme of insecurity. " The strategy of government's fight against drug trafficking has been criticized in the media and on the street. The increasing violence of drug cartels has claimed more than 37,000 lives since late 2006. Jose Plata AntonioSosa, director of Apoyo, a consultancy in political communication, especially the virtues Twitter election for the government: "Like the Obama campaign in the United States, the Web is a platform for promotion towards young educated Mexican, Internet savvy.
Provided by the rules. Otherwise, it is a weapon that can turn against the government by allowing its opponents to make a space for systematic reviews. " Moreover, some government members do not play the game, like the Minister of Public Security, Genaro Garcia Luna, who has posted just one message address.
"Others use it as propaganda by a logic of vertical communication," says Sosa Plata. Without self-criticism, nor transparent exchange, users may quickly dismiss the tool. "Attendance Twitter could let fear. If the account of President Calderon has over 590,000 subscribers, those of the majority of ministers do not exceed 3000 readers.
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