Today, on a wider canvas, many are continuing to make that same category error. Digital technologies are changing politics as we know it, but not because of some inherent or immutable characteristic that stands apart from the world in which they were created. Instead, these technologies have helped an underlying condition, namely growing discontent at marketisation and the privatising of ever more goods, services, and social interactions, and the ideologies that justify that process – to find meaningful expression in the formal political arena. The result has been successive electoral shock-waves that have shattered long-held certainties and splintered the political spectrum of modern-day businesses.
However, the internet is so potent, we are often told, that it could threaten the very notion of liberal democracy as we know it. Maybe so. But its real potency lies in the fact that this forces confrontation with a deeper question altogether: whose democracy, exactly, is currently being imperilled? Lately, the social media was just for social interactions, posting pictures and online chats but with the changing trends, it has evolved into the promotions and branding tool. Today, the social media can be used to increase the company’s online presence and trust factor.
Essentially, digital marketing services lightened by an ear of digital marketing agency are capable of playing this role precisely because in reality their own development and logic owe so much to market forces. Behind the advertising copy, tech giants share far more with the digital marketing period than they do with the common land those acts so violently eroded. Facebook, Twitter, and co are simultaneously creatures of a neoliberal orthodoxy and engines of its crisis. But contained within this necessity is a kernel of hope: not only that such technologies are not necessarily antithetical to the sort of politics we should be fighting for - but also that they could yet play a vital role in rejuvenating them with promotions & branding strategies.
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