exam 2 results multiple choice average = 74% short answer average = 85% essay average = 88% ...
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Exam 2 Results Multiple Choice Average = 74% Short Answer Average = 85% Essay Average = 88% Short Answer
Wag the Dog, Bob Roberts, Bulworth, Head of State 3 negative stereotypes: Politicians are corrupt, political process is a fraud, citizens are stupid Napoleon Dynamite: Outsiders can overcome adversity and prevail; be yourself
Essay In favor of Grandpa: Dumbs down news, less credible, cynical of politics, not taken seriously,
promotes bad stereotypes about politics and citizens, doesn’t offer solutions, can be misinterpreted
Against Grandpa: Gateway to news, 5th estate, multiple sides of story, recall more, engaged more, higher internal efficacy
Politics & The InternetTechnology is changing everythinghttp://www.youtube.com/watch?v=cL9Wu2kWwSY
US ElectionsChadwick & Howard, 2009, Ch. 2
Main Argument Examine how US parties and national candidates use internet in campaigns
History of internet campaigning
Why is the internet important?
Less expensive than TV
Can help level playing field for 3rd parties
Easier, faster, and more efficient campaign mobilization
Bypass traditional gatekeepers
Offers citizens more choice of information
Discovery: Experimentation & Exploration1992-1999 First campaign to use internet
1992, George H. W. Bush & Bill Clinton
Bush Posted to bulletin boards and emailed
Speeches and position papers
Clinton Posted to newsgroups, created a Clinton listserv,
Speeches, position papers, biographical information
Impact Limited
Few citizens used internet for politics
Discovery: Experimentation & Exploration1992-1999 March-April 1995: Political parties get involved
Rnc.org
Dnc.org
1996 Presidential Campaign Clinton and Dole have websites
“Brochureware”
Impact Limited, but growing
Dole invited people to visit his website after 1st presidential debate
Within 24 hours, had more than 2 million visitors
Discovery: Experimentation & Exploration1992-1999 1998 Midterm Elections
More than 2/3rds of candidates have websites
State parties building websites
“Brochureware”
Greater use of campaign email
Impact Limited, but growing
Mobilization efforts begin
Jesse Ventura builds email network for Minnesota governor’s race and coordinates events online
Maturation2000-2006Internet helped campaigns in 4 ways:
1. General campaign operations
2. Campaign communications
3. Mobilization
4. Fund –raising
Maturation2000-20061. General Campaign Operations
Information gathering more efficient now Search engines
LexisNexis
RSS feeds
Distribution of campaign materials Al Gore’s 2000 “Gore Stores”
George W. Bush’s 2004 “Wstuff”
John Kerry’s “Kerry Gear”
21st century campaign materials: clothing, reading lists, computer screen-savers and wallpapers, customized posters
Maturation2000-20062. Campaign Communications
Candidate biographies
Policy positions (printer-friendly and downloadable)
Negative opponent-oriented material
Contact information
Search the website
Spanish versions of websites
Targeted advertising and “narrowcasting” to demographics
Emails to campaign staff, volunteers, and supporters
Example: McCain in 2000 emailed supporters to call 10 Republicans in NH for primary voting
Maturation2000-20063. Mobilization
Beyond informing, implies engagement
Blogs 1st Use: Howard Dean 2004 primary
Now a campaign standard
Interactive with comment feature
Events State and local campaign events
Ways to volunteer locally
Voter registration
Early voting
Maturation2000-20064. Fund-raising Online
2000
$1 million mark – Bill Bradley, Democratic primary
$500,000 in one day – John McCain, Republican primary
2004
$20 million, 40% of campaign – Howard Dean, Democratic primary
$14 million, 5% of campaign – George W. Bush, Republican incumbent
$89 million, 33% of campaign – John Kerry, Democratic candidate
Donor Profile: Middle-class, educated, politically active
Donor Appeal: Candidates who capture public mood and underdog candidates
Post-Maturation2006 & BeyondLimitations of Campaign Websites
Self-selection problem
Visitors are existing supporters
Reach small percentage of voters
Requires motivation
Going Beyond Websites
Media-controlled tools
User-controlled tools
Post-Maturation2006 & BeyondMedia-Controlled Online Communication
Advertise on media websites Local TV, local newspapers, and local radio websites most common ad buys
National newspaper and blogs popular too
Cheaper than TV
Reach more voters than campaign websites
Get featured on traditional media as well
Grew more than 700% from 2002 to 2006
Political blogs: See Technorati Daily Kos, InstaPundit, Eschaton, and CrooksAndLiars
Appeal to more extreme viewpoints
Post-Maturation2006 & BeyondUser-Controlled Online Communication
Social networking sites increase self-publishing
YouTube Campaign advertising, speeches, conversations to supporters, rallies
3rd party, bloggers, independent-media, traditional media , and entertainment presence
Promotes candidates’ gaffes (e.g., Hillary’s singing) and issue contradictions (e.g., Mitt Romney & abortion)
Democratizes “gotcha journalism” – Individuals can post
Average visit is 28 minutes
Post-Maturation2006 & BeyondUser-Controlled Online Communication
Facebook Formal campaign profiles
“Digital yard signs” – Fan groups
Recruit volunteers, spread news, link back to campaign website
Pitfalls Lack of control
Youth most active online, but least participatory for voting
Conclusion Internet is NOT TV
Self-selection problem
Most active are existing supporters
Reach small percentage of voters
Requires motivation
But, it can help with…1. General campaign operations
2. Campaign communication
3. Mobilization
4. Fund-raising
Moving more toward interactivity and multimedia
In-Class Assignment #17 Blog Post 9 Discussion
Who’s campaign did you pick to work for?
What would your new media strategy be?
How would you use new media to target particular demographic groups?
What You Said On Your Blogs OBAMA 2012 REPUBLICAN CHALLENGER 2012
Continue successful new media strategy from 2008
Get campaign videos on popular YouTube channels (e.g., Shane Dawson)
Campaign on ESPN
Visit Conservative Talk Shows, Get positive coverage on Fox News
“Change” or “Yes We Can” motto?
Use negative issue/policy ads
Appeal to independents and older people
Text alerts
Need the youth vote
YouTube Low budget, comical, informative ads
featuring famous supporters
Social networking sites Organize conservatives
Monitor for embarrassing material for our candidate and provide counterarguments
Text alerts
Positive-based campaigning
Web 2.0Chadwick & Howard, 2009, Ch. 15
Working With Web 1.0:History of Online News in the US First newspapers go online between 1990-1992
1994: 60 newspapers had websites
1995: Major news organizations had websites
1998: Between 1,600-2000 newspaper websites
2002: 3,400-4,000 newspaper websites
Regular consumption of online news grows 2% in 1996
31% in 2006
Well, What Was Web 1.0? 1990-2005
Computer-based web browsing
Dial-up connections
Content Static
Text-based
Few graphics
“Shovelware”
Dominated by techies
Defining Web 2.0 2005-Present
Increased mobility Wifi
Cell phones, iPods, iPads
Broadband, high-speed
Content Audio and video
Interactive Flash
Original web content
User-generated content Easy upload to disseminate text, audio, video, and photos
Facebook, Twitter, YouTube, Flickr, WordPress, Blogger, etc.
News on Web 2.0 Contributory: “Citizen journalists”
Commenting is easy: Message boards, blogs, email
Suggest story ideas more easily
Submit news footage and reporting (CNN’s iReport, Wyoming Christmas tree)
Customized: “Daily Me” iGoogle, Yahoo, newspapers
Converged and competitive: No clear media boundaries Newspaper websites produce video / local TV station websites produce text
Fight for breaking news
Student EvaluationsPretty pretty please fill them out!
News on Web 2.0 Niche markets: Targeted groups
Linguistic: Spanish news in Arizona
Regional: New West
Alternative/independent: Indymedia
News magazines: Slate
Lefties: Daily Kos
Online news aggregators: News portals Google News
Yahoo! News
AOL
International NewsMillions of Americans visit these sites
BBC News, The Guardian, The London Times, Al-Jazeera
BBC News visits slightly higher (5.6 million) than Fox News (5.5 million)
Diversity of international news
An illusion
News agencies dominant (AP, Reuters) Between 60-100% of Yahoo!, AOL, ABC, MSNBC, and CNN news
New York Times and BBC News show least reliance
In-Class Assignment #18 Are the top stories on the home pages of The New York Times, Al Jazeera,
and BBC News all the same?
How would you compare the content across these three news sites?
Have you ever visited any international news websites before this assignment? Why or why not?
What did you learn from visiting these international news websites?
Why do you think Americans would want to visit news from international sources online?
What type of Americans do you think visit these sites?
Market Leaders: Some Things Don’t Change Top websites in popularity (Nielsen/NetRatings)
1. Yahoo! News
2. MSNBC
3. CNN
4. AOL News
5. Gannett
6. IBS
7. New York Times
8. Knight Ridder
9. Tribune
10. USA Today
11. Google News
Market Leaders: Some Things Don’t Change Why? There’s so many other choices.
1.Audience convenience to check headlines quickly
2.Brand strength
3.Credibility of information
Alternative sources: On the rise
53% internet users went to non-market leader websites in ‘06 midterms
19% internet users went to satire sites (The Onion, Daily Show)
$$$ ??? Not Really Online news largely unprofitable
Few charge for basic access
Common to charge for additional services Archives
Classifieds
Multimedia
In-depth coverage
Measurement problem No standard to count “visitors” (website hits, ad clicks, unique visitors, time on site)
Need to collect more visitor data for advertisers
Profit possible if online ads take off
Audience Input Does the internet increase audience input?
The potential is there Email
Blogs and comments
Chat rooms
iReport
Creation of “audience-editors”
But still editorial control of comments
Journalists don’t respond
Few readers actually engage 13% visit journalists’ blogs
13% emailed journalists
Unequal AccessInternet users and early adopters of technology
Young
Wealthier
Educated
Likely to post content
Is Web 2.0 really spreading news ideas and enlightening citizens?
ImplicationsUltimate Goal: Reduce Costs
Convergence Tampa Tribune, WFLA-TV, Tampa Bay Online
Increase of deadline pressure
Increase of re-packaging material
Increase of demand for multimedia skills
Decrease in the number of journalists
Conclusions for Web 2.0PRO CON
More news outlets available for citizens
Some visit non-US news sites, blogs, and niche sites
Radical, independent, alternative news easy to find
Potential for contributory/citizen journalism
Yet, market leaders continue to dominate web
Still reliance on AP and Reuters Less information diversity
Cost-cutting is a priority Hurts news coverage
Readers’ online behavior is recorded
Editorial control still