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Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10, Universitat Autònoma de Barcelona (Universitat Autònoma de Barcelona), course: Master in Political Science, language: English, abstract: "Democracy depends on deliberation, slow-footed interaction, and time-consuming...forms of multilateral conversation.... Computers are as fast as light, literally. Democracy is slow as prudent judgement" - Barbero (1997)The personalization of politics demonstrates the change of the communication paradigm that the world has suffered in recent years due to technological development. Beyond the tools, understanding the new dynamics within which is "vibrating" the hyper-connected society that bases its online interactions on the use of Social Media is essential.However, as part of my central arguments, the study of political communication makes a mistake in addressing issues such as the personalization of politics focusing on the study of the toolabove the dynamics generated through this.In turn, I think that the characteristics of social media and the high degree of interaction and exchange of ideas can be better exploited for the common good rather than for the development of strategies for brand positioning (including political figures), that is, to take advantage of them from the perspective of social communication and not from marketing.In this way this paper is divided into three parts: the approach to the concept of communication from the theory and its evolution into Social Media, the analysis of changes in thecommunicative dynamics behind the rise of Social Media in relation with politics based on the literature used in the sessions and finally, a conceptual proposal to approach the issue from another perspective.