This paper focuses on the digital applications in political communication and for building consensus, assuming that we need to overcome the idea of the Internet as a simple means of mass communication, and instead analyse it as a social medium for acquiring, activating, and involving people in a specific political idea or movement. The social developments under way in Internet networks are leading to an integration between reality and virtual reality, thus making the Internet an increasingly faithful representation of the real world and of different subjects’ social networks. This makes Internet a great opportunity for building consensus.
On the base of these considerations, we are going to elaborate a model for political communication on the Internet, which is integrated in the political marketing flow and articulated in three phases: acquisition, activation and defense. This model is based on the significant case study of Barack Obama and on the innovative approach in using website by Ségolène Royal.