Presidential Campaigning in the Internet Age by Jennifer Stromer-Galley

By Jennifer Stromer-Galley

Because the plugged-in presidential crusade has arguably reached adulthood, Presidential Campaigning within the web Age demanding situations well known claims in regards to the democratizing impact of electronic verbal exchange applied sciences (DCTs). studying crusade suggestions, constructions, and strategies from the prior 5 presidential election cycles, Stromer-Galley unearths how, for all their vaunted inclusivity and tantalizing promise of elevated two-way verbal exchange among applicants and the people who help them, DCTs have performed little to alter the basic dynamics of campaigns. the growth of recent applied sciences has offered applicants with higher possibilities to micro-target power citizens, more affordable and more uncomplicated how one can bring up cash, and speedier and extra cutting edge how one can reply to rivals. the necessity for conversation keep an eye on and administration, in spite of the fact that, has made campaigns gradual and detest to test with really interactive web conversation applied sciences.

Citizen involvement within the crusade traditionally has been and, as this e-book indicates, is still a method to an finish: successful the election for the candidate. For all of the proliferation of apps to obtain, polls to click on, movies to observe, and messages to ahead, the decidedly undemocratic view of managed interactivity is how such a lot campaigns proceed to operate.

Contributing to the sphere a much-needed ancient realizing of the moving conversation practices of presidential campaigns, Presidential Campaigning within the net Age examines election cycles from 1996, whilst the realm large internet used to be first used for presidential campaigning, via 2012, whilst practices have been being tuned to perfection utilizing facts analytics for conscientiously concentrating on and mobilizing specific voter segments. because the publication charts adjustments in web conversation applied sciences, it exhibits how, at the same time campaigns have moved responsively from a mass mediated to a networked paradigm, and from fundraising to organizing, the probabilities those shifts in interactivity appear to promise for citizen enter and empowerment stay a lot farther than a click on away.

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19 From a strategic messaging perspective, he explained that he did not want the website to be perceived as focusing only on raising money. He wanted visitors to see the website as a source for information about Dole’s policy positions, history, and background, and as a way for visitors to get involved with the campaign. Fundraising simply was not a strategic focus for the digital campaign. Constructing Image through Digital Communication Technologies Just as political TV ads and direct mail aim to craft an image of the candidate as well as to provide a contrast with opponents, so too were websites used for this purpose.

The accompanying biographical narrative told a compelling story of a man who nearly died, spent two years in casts, was told he would never walk or use his right arm again, but through intestinal fortitude and a remarkable tolerance for pain made himself walk again, taught himself to write with his left hand, and found a purpose in running for political office in Kansas. The website was, in comparison to the other websites from 1996, the trend setter in features that established the genre of campaigns to come.

Com domain. com domain, which signifies that the owner of the domain name is a business. org domain, which signifies that the owner is a nonprofit organization. org. indd 23 11/15/2013 6:38:29 PM 24 P RESI D ENTI AL CAMPAIG NI NG I N THE I NTERN ET AGE All of the aforementioned URLs included the candidate’s name somewhere. org. Like other campaigns’ sites, the year is in the title, suggesting that the staff was focusing on a platform that would be relevant only in the 1996 campaign. Puzzling is the lack of the presidential candidate’s name (Clinton) in the URL, and the equally odd CG, which stood for Clinton-Gore.

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