Tactical Tech has done a study on how WhatsApp is a pioneer in political PR on a global scale. The research concluded that WhatsApp is functioning as the primary medium for political marketing in the Global South — countries in South Asia, Africa, and Latin America. Political parties are now having entire campaigns that are specifically designed for WhatsApp. The research says that the strong penetration of WhatsApp in rural communities where internet is only accessed through smartphones might be among the reasons behind this. Primed for virality WhatsApp allows creating groups of up to 256 people, which lets campaigners access a large number of people in one go. Even though the messages sent in groups are essentially broadcasted, they directly reach a user’s phone which makes it ‘personal’, Tactical Tech said — voters feel a ‘direct link’ with their politicians.…
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