Campaigning Online: The Internet in U. S. Elections

Campaigning Online: The Internet in U. S. Elections

by Bruce Bimber, Richard Davis
     
 

ISBN-10: 0195151569

ISBN-13: 9780195151565

Pub. Date: 12/28/2003

Publisher: Oxford University Press, USA

After a self-assured John F. Kennedy bested a visibly shaky Richard Nixon in their famous 1960 debates, political television, it was said, would henceforth determine elections. Today, many claim the Internet will be the latest medium to revolutionize electoral politics. Candidates invest heavily in web and email campaigns to reach prospective voters, as well as to

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Overview

After a self-assured John F. Kennedy bested a visibly shaky Richard Nixon in their famous 1960 debates, political television, it was said, would henceforth determine elections. Today, many claim the Internet will be the latest medium to revolutionize electoral politics. Candidates invest heavily in web and email campaigns to reach prospective voters, as well as to communicate with journalists, potential donors, and political activists. Do these efforts influence voters, expand democracy, increase the coverage of political issues, or mobilize a shrinking and apathetic electorate?
Campaigning Online answers these questions by looking at how candidates present themselves online and how voters respond to their efforts-including whether voters learn from candidates' websites and whether voters' views are affected by what they see. Although the Internet will not lead to a revolution in democracy, it will, Bimber and Davis argue, have consequences: reinforcing messages, mobilizing activists, and strengthening partisans' views. Reporting on a wealth of new data drawn from national and state-wide surveys, laboratory experiments, interviews with campaign staff, and analysis of web sites themselves, Campaigning Online draws the most complete picture of the role of campaign websites in American elections to date.

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Product Details

ISBN-13:
9780195151565
Publisher:
Oxford University Press, USA
Publication date:
12/28/2003
Edition description:
New Edition
Pages:
240
Product dimensions:
9.10(w) x 6.00(h) x 0.50(d)

Related Subjects

Table of Contents

Figures and Tables
1The Question: Reinforcement or Renewal?3
2The Evolution of Candidate Communication13
3Candidate Approaches to Election Web Sites43
4The Audiences for Election Web Sites101
5Consequences of Election Web Sites125
6Reinforcement143
Appendix173
Notes191
Acknowledgments211
Index213

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