A presentation for the 2012 Global Studies Association Conference.

1. SOCIAL MEDIA AND DEMOCRACY
IN LATIN AMERICA
Rachel Johnson, Elon University

2. Democracy and the Internet
Regime type plays an important role

3. Illiberal Dem. Semi-Dem.
• Free and fair elections • Where elections are free
do not guarantee but not fair.
constitutional protections • Anyone can enter the
and complete election but the
democracy. incumbent is rigged to
• Governments have an win.
immense concentration • Or power does not go to
of power, allowing the the winner rather some
restriction of freedoms other group outside the
and rights. elected offices.
• Zakaria (2005) • Smith (2005)

4. Social Media
A Wide Range of Tools
Framework developed by Kaplan & Haenlein

5. Possible Benefits
• Social Capital & Community-
Building
• Access to Information
• Citizen Journalism

6. Social Media Use Statistics
From ComScore, 2010
Average Age of Social
Media Users
North America 89.8 10.2 100%
90%
80% 38
48
Users 70%
Worldwide 70.5 29.5
Non-Users 60%
50% All Other
15-35
40%
Latin America 88 12
30% 62
52
20%
0% 20% 40% 60% 80% 100%
10%
Social Media Users 0%
Latin America Worldwide

7. Top Sites in Latin America
From ComScore, 2010
91 Million
Top Worldwide Markets by % Reach:
#4- Chile #6-Argentina #7-Venezuela #10-Colombia #11-Peru #12-Mexico
34 Million
24 Million
Top Worldwide Markets by % Reach:
#2-Brazil #3-Venezuela #8-Argentina #13- Chile #14-Mexico #15-Colombia

8. VotoJoven
Venezuela

9. VotoJoven
Venezuela

10. VotoJoven- Tweet Examples
Venezuela

11. #Occupario
Brazil

12. #Occupario
Brazil

13. #Occupario
Brazil

14. CONCLUSIONS
• Connecting the online and offline worlds
• Old institutions, new tactics.
• The long game.