Technologie není apolitická: Poznámky ke studiu politické komunikace v nových médiích
Technology is not apolitical: Notes on study of political communication in new media

Summary/Abstract: The advent of Internet communication has fundamentally changed both the entire field of social communication and the specific area of political communication. Routine communication models quickly disintegrate and political actors are striving to adapt to new circumstances. Campaigns on social networks and other new methods of propagation come into play. Rapidly evolving communication technologies serve as focal points of this major shift. They can no longer be understood as a mere instrument or agent of political communication, but as another sovereign actor entering into a relationship with politicians, media professionals and the public. If the current research in the field of political communication seeks to effectively identify and solve new issues and dilemmas, it must depart from the traditional theoretical background and focus more on researching the technologies themselves and their inherent political qualities. The article describes the main stages in the evolution of thinking about sovereign and political nature of technology, puts them in contrast to the traditional approaches to the study of political communication based on social constructivist positions, and demonstrates the vital contribution of technocentric approach to selected phenomena of the contemporary political communication on the Internet that cannot be properly understood without in-depth study of the new technologies.

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