Lessons learned, the 1 × 10 vs the digital network

The territory rules, relationships in the street are more effective than in the virtual-digital-remote or distant space known as cyberspace, since problems and situations are common, as are codes. The 1 × 10 and the bosses and street bosses resulted in a winning strategy of the PSUV, the human network beat the digital network.

Face-to-face, door-to-door, is more effective and affective than retweeting, liking or occasional comment —with these indicators the interactivity or engagement index has been elaborated; communication is richer, it is auditory, visual, contextual, it is skin, it is common space — physical, cultural, socio-economic — it is orality.

Interactivity in social network services has been overestimated, when looking at the statistics of the most viewed YouTube channels, the most popular blogs and social network accounts, it can be seen that it does not exceed 5%. For example, this total interactivity rate for Instagram is 1,49% according to Hoootsuite; For particular cases, we have as a sample the Taylor Swift channel on Instagram that, with 186 million followers, its interactivity rate is barely 1,6% according to Hypeauditor. Similar happens with political parties, for example, the Democratic Unity Table has 1,2 million followers on its Twitter account (@unidadvenezuela), 470 activity tweets in the last month, with an interactivity rate of 0,001475, 1,5% but the @partidopsuv twitter account is not far behind, it has 1,7 million followers, with 0,002704 K activity tweets in the last month, its interactivity rate is XNUMX%. If the user It does not interact, how do you know if it reaches you? How far does an emotional stimulus through social networks trigger a behavior or an action beyond a comment, such as the decision to vote or a purchase decision?

Paradoxically, the personalization or customization that is offered so much in the new 3.0 communication, implies the particularization of the person and this happens by landing them, by relocating them, by making them part of a society, a culture, a collective imagination, a community, from a family; that is to say, it is the deglobalization of the generic, abstract, homogenized, globalized user who recovers his identity.

Viral dissemination is not superior - as was believed - to mass broadcasting, in open signal or by cable, which is synchronous, packaged, regular and focused, despite chat bots, influencers and learning algorithms automated artificial intelligence.

The impulsive response in relation to the punishment vote at least this time did not work, could it be that the actions and discourse of the opposition stimulating migration and despair in young people are still very recent in the memory - of opponents and Chavistas? ; calling for international sanctions, invasions by foreign forces or promoting abstention, as if to save them from their responsibilities regarding the situation that Venezuelans are experiencing today?

The COVID-19 pandemic seems to have put or is putting some things in their place, in terms of the assessment that has been given to technological tools and means; regarding the behavior, maturity and quality of the people; Regarding the systemic and historical crisis of the development model that we have, which translates into socio-economic inequality and destruction of the environment. Another world is necessary more than possible. 

 

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