Netocracy as a Mechanism of Implementing Political Management

摘要

Active development of technological processes and quick entrenchment of Internet communication mechanisms into all the spheres of human activity inevitably provided capabilities for formation of a barrier-free communication environment that forms communities out of its participants. Initially, formation of the net community was based upon trust to the resource itself. The development of social networking sites and blogs allowed any Internet user to play a role of media author and to share their experience. Thus, there was a fast shift of accents from the importance of a resource to the importance of the user themselves, the one who creates and communicates the user-generated content. Social discourse starts forming on the foundation of the personal experience of the Internet-media authors. The process of political management was extended with a phenomenon of Consumer-Generated Media (CGM), based upon information media content. This algorithm of shifting management accents witness to a possible new round of development of netocratic management processes and that of netocracy itself.