The Internet in modern political campaigning

Introduction to the future of politics

Candidates face a number of problems communicating with voters

• Less and less attention to the news• Less and less news of politics to pay attention to

– Anything other than presidential/senatorial is almost ignored• “Transaction costs,” especially in contributing to

campaigns• Inability to provide more than ‘sound bite’ explanations

of their policies• Negative campaigning/advertising• Members of electorate as “audience” rather than as

constituents

The Internet

• The low costs and versatility of the Internet allow the candidate to address many of the problems outlined above

• The main Internet actions by candidates themselves have focused on:– Fundraising (brilliant success for Dean, Obama, Tea Party

candidates)– Providing extensive explanation of candidate positions– Political organization and social networking

• Obama– Distributing political advertising, etc. to targeted groups

Internet options

• Traditional websites– Great majority of candidates now have them

• E-mails to partisans• Social networking– Facebook– Twitter

• Podcasts• Distribution of advertising– Targeting– Broadcasting

• https://donate.barackobama.com/page/content/splashsignup_welcome

• http://www.johnmccain.com/splash32615.htm

Content outside of candidate control

• YouTube• Facebook• Blogs• News sites– Newspaper– TV

• Webcasts of talk radio, etc.• Chatrooms/listservs

Candidate online strategy• Speak to your existing support

– Provide updates, encouragement, information for them to use on your behalf• Issue positions/information

– Campaign blog (personal touch)– Critique of opponent

• Organization– Information concerning campaign activities– Provide opportunities for independent organization by supporters

• Meetups– Rallies, marches, groups watching political video together in bars,

etc.

Candidate online strategy

• Solicit donations– Effective way of generating small-donation money

• Has increased the importance of small donations

• Sign up, encourage volunteers– Provide ability to engage in voluntary action

• Provide info, persuade undecideds• Provide info to press and get them to publish issue

positions, critique of opposition, etc.– Online ads, video– Respond quickly to opposition attacks

Obama online strategy

• http://news.bbc.co.uk/2/hi/technology/7412045.stm