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 net Age demanding situations well known claims in regards to the democratizing influence of electronic communique applied sciences (DCTs). examining crusade options, 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 aid them, DCTs have performed little to alter the basic dynamics of campaigns. the growth of latest applied sciences has awarded applicants with higher possibilities to micro-target power citizens, more affordable and more uncomplicated how you can elevate funds, and speedier and extra cutting edge how you can reply to competitors. the necessity for communique keep watch over and administration, despite 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 ebook indicates, is still a way 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 figuring out of the transferring conversation practices of presidential campaigns, Presidential Campaigning within the web Age examines election cycles from 1996, whilst the area huge internet was once 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 booklet charts adjustments in web conversation applied sciences, it exhibits how, whilst 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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Indd 19 11/15/2013 6:38:28 PM 20 P RESI D ENTI AL CAMPAIG NI NG I N THE I NTERN ET AGE data analytics to a new level, crafting carefully tailored messaging to targeted voters. The targets were not the “usual suspects” of already moderately engaged voters; both campaigns reached beyond their usual support profiles to rustle up new voters, extending a process started by Howard Dean in 2004. The book concludes by examining implications of this shift in campaigning as the practices of candidates have moved from the mass-mediated paradigm to the networked paradigm of campaigning, arguing that the ways that campaigns have shifted to adapt to the new affordances of DCTs.

In 1996, the organizational positioning of digital media staff was muddled. The communication director or the media director might supervise the website, which was often an afterthought for those directors who were focused on TV ads, strategic ad buys, finely honed messaging for microtargeted direct mail, scripted campaign events and fundraisers, and managing the news media. 15 He worked with a web design company in Arizona to build and design the site. He explained that there was no clear structure within the organization for including the website or paying for it.

He also had an acerbic wit that tended to get in the way when he was irritated. 21 The Dole campaign worked to soften his image in several ways. They commissioned a biographical film of Dole’s life and used the website to provide intimate details about his military service, war wounds, and events that led him to a career in public service. Dole had rarely talked about his injuries and remarkable recovery when he campaigned for his prior offices, but his website provided intimate detail of a time in his life he seldom discussed.

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