EMOTIONAL CONVERGENCE IN MASS AND SOCIAL MEDIA IN ELECTION. CASE STUDY: ROMANIA 2014

The present study is centered on some of the recent transformations that have taken place in the field of political communication, influenced by changes in the broader area of communications and, consequently, by the increasingly easier access to modern equipment and technology. These developments take the form of media, technological and emotional convergence, leading to major changes in the public and political spheres, therefore contributing to the electoral victory of certain candidates credited with smaller chances of success. The study centers on the Romanian presidential elections that took place in the autumn of 2014. Then, a large percentage of the Romanian diaspora-most of them living in Western European countries-have given their support to those candidates considered to have a more democratic approach to government in Romania. The need for change came to be regarded as a challenge, and the subsequent tensions led to the formation of a virtual group, whose members were brought together by their adherence to a shared set of values-translated into active influence in the mass and social media, electronic mail, or via telephone. This movement was so effective, that the runner-up in the first round (30.3% of the votes) won the second round of elections with a total score of 54.4%.