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What is Self-Salience

Using New Media for Citizen Engagement and Participation
It is proposed that self-salience happens when a political, social or commercial organizations uses its social media outlet to promote an issue of interest, thus making it salient among its users/consumers. Through this process, these organizations are able to by-pass the usual control exerted by news media of public sphere discussion.
Published in Chapter:
Salience, Self-Salience, and Discursive Opportunities: An Effective Media Presence Construction Through Social Media in the Peruvian Presidential Election
Eduardo Villanueva-Mansilla (Department of Communications, Pontificia Universidad Católica del Perú, Peru)
Copyright: © 2020 |Pages: 16
DOI: 10.4018/978-1-7998-1828-1.ch013
Peruvian electoral campaigning, centered on the candidate and lacking a significant connection with contention politics occurring in years previous to the poll, is a very diverse exercise, trying to achieve success through a variety of actions while facing a common-sense interpretation of politics as unreliable and not trustworthy. This fixes an agenda from which candidates have to develop their campaigns, focused on convincing others of their commitment to specific groups and willingness to change whatever does not directly affect each specific constituency that is being appealed to for voting. This behavior is replicated even in Facebook, where candidates try to fix their own issues as salient, but usually failing to respond to the media-set agenda. The potential effectiveness of social media, particularly Facebook, would rest in using discursive opportunities emerging during the campaign to construct self-salience, countering the biases of conventional media.
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