This change of protagonists means that politics, long reserved for politicians and the media, is giving more and more weight to citizens. Political communication, traditionally associated with information and propaganda, is becoming the construction of permanent political relations: an immense conversation of millions of people talking to millions of people (one-to-one), in their own words and over a long period of time; a conversation that when it finds a clear objective (be it an election or a decision by the authorities) becomes social mobilisation.