Media Logic in the Communication of Horizontal Networks

The new political communication developed as a result of the new media and the communication of horizontal networks could be observed. The traditional political communication was characterized by vertical communication. The vertical communication has resulted the theory of media logic, which means a victory of the media over the politics, because it forced the political actors to replace the previously used communication codes (party logic) with new codes (media logic), where the expectations of the media are in the centre. This logic gets a challenger with the emerging communication of horizontal networks in the new political communication. The logic on the new media reshapes the behavior of political actors, which nature could be accurately determined with further research.