Internet agor wyborcz XXI wieku

The transfer of the activity of electoral candidates to the Internet was one significant change in the way of the creating of the image of the candidates in the local elections in 2010. Politicians have begun to notice the possibilities offered by the network before. In this paper, an analysis was provided of the two recent electoral campaigns in Poland. In the introduction, a few figures were related to the campaign of Barack Obama and the marketing potential hidden in applications was outlined, generally referred to as Web 2.0. In the initial chapter, paradigms were presented needed to establish the planning stage in the electoral campaign in the Internet. Deformations of communication were also presented in relation to the traditional H. Lasswell’s communication model. An analysis was provided of selected political marketing tools used in the Internet. The analysis indicates a poor use of the Internet in the electoral campaign for the candidates in Subcarpathia even though there are one candidate in this region who created virtual avatars to build her political image.