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Politicking Online: The Transformation of Election Campaign Communications

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Overview


Of the many groundbreaking developments in the 2008 presidential election, the most important may well be the use of the Internet. In Politicking Online contributors explorethe impact of technology for electioneering purposes, from running campaigns andincreasing representation to ultimately strengthening democracy. The book reveals how social networking sites such as MySpace and Facebook are used in campaigns along withe-mail, SMS text messaging, and mobile phones to help inform, target, mobilize, and communicate with voters.

While the Internet may have transformed the landscape of modern political campaigns throughout the world, Costas Panagopoulos reminds readers that officials and campaign workers need to adapt to changing circumstances, know the limits of their methods, and combine new technologies with more traditional techniques to achieve an overall balance.

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Editorial Reviews

Center for Advanced Communications Policy, Georgia Institute of Technology - Paul M.A. Baker

"A very valuable addition to the literature on political campaigns and communications, serving an important role in addressing the intersection of technology and human behavior."
School of Journalism & Mass Communications, University of Kansas - David D. Perlmutter

"Politicking Online is a comprehensive, thoughtful, and idea-provoking survey of the current state of political communication on the Internet and other new media venues...A useful reference for the scholar and student as well as a very informative read for citizens in our rapidly evolving e-democracy."
Choice

"Panagopoulos has assembled 16 original studies that explore how some of the political campaigns of 2008 adapted to and used the Internet as a tool to inform, target, and mobilize volunteers, contributors, and voters. The most innovative aspects of this anthology are the four essays that discuss how blogs and social networking sites were utilized in campaigns. Overall, this innovative text provides a solid foundation for understanding how new technology is influencing political campaigns. Highly recommended."
American Review of Politics

"These contributions help us better understand the many different ways the web is leaving its mark on politics. Politicking Online is recommended reading for scholars and students of American politics, electorial campaigns and political communication, and a valuable addition to existing scholarship on the Web and politics. The findings should be thought-provoking and raise new questions as we conduct democacy during an ongoing technological revolution."
Choice
"Panagopoulos has assembled 16 original studies that explore how some of the political campaigns of 2008 adapted to and used the Internet as a tool to inform, target, and mobilize volunteers, contributors, and voters. The most innovative aspects of this anthology are the four essays that discuss how blogs and social networking sites were utilized in campaigns. Overall, this innovative text provides a solid foundation for understanding how new technology is influencing political campaigns. Highly recommended."
David D. Perlmutter
"Politicking Online is a comprehensive, thoughtful, and idea-provoking survey of the current state of political communication on the Internet and other new media venues...A useful reference for the scholar and student as well as a very informative read for citizens in our rapidly evolving e-democracy."
American Review of Politics
"These contributions help us better understand the many different ways the web is leaving its mark on politics. Politicking Online is recommended reading for scholars and students of American politics, electorial campaigns and political communication, and a valuable addition to existing scholarship on the Web and politics. The findings should be thought-provoking and raise new questions as we conduct democacy during an ongoing technological revolution."
Paul M.A. Baker
"A very valuable addition to the literature on political campaigns and communications, serving an important role in addressing the intersection of technology and human behavior."
Read More Show Less

Product Details

  • ISBN-13: 9780813544892
  • Publisher: Rutgers University Press
  • Publication date: 6/5/2009
  • Edition description: New Edition
  • Pages: 312
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Costas Panagopoulos is an assistant professor of political science and director of the Center for Electoral Politics and Democracy and the Master's Program in Elections and Campaign Management at Fordham University. He has provided political analysis for the New York Times, the Los Angeles Times, USA Today, CBS, NBC, and CNN.

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Table of Contents

Preface and Acknowledgments vii

1 Technology and the Modern Political Campaign: The Digital Pulse of the 2008 Campaigns Costas Panagopoulos 1

Part 1 Candidate Web Sites 19

2 The Technological Development of Candidate Web Sites: How and Why Candidates Use Web Innovations James N. Druckman Martin J. Kifer Michael Parking 21

3 Closing Gaps, Moving Hurdles: Candidate Web Site Communication in the 2006 Campaigns for Congress Girish J. "Jeff" Gulati Christine B. Williams 48

4 Trickle-Down Technology? The Use of Computing and Network Technology in State Legislative Campaigns Chapman Rackaway 77

5 Do Campaign Web Sites Really Matter in Electoral Civic Engagement? Empirical Evidence from the 2004 and 2006 Post-Election Internet Tracking Survey Hun Myoung Park James L. Perry 101

Part 2 Technology and Voter Mobilization 125

6 Clicking for Cash: Campaigns, Donors, and the Emergence of Online Fund-Raising Costas Panagopoulos Daniel Bergan 127

7 The Impact of E-Mail Campaigns on Voter Mobilization: Evidence from a Field Experiments David W. Nickerson 141

8 Mobilizing the Mobiles: Text Messaging and Turnout Allison Dale AAron Strauss 152

9 Online Political Advertising Michael Cornfield Kate Kaye 163

Part 3 International Perspectives 177

10 "Under Construction": Weblog Campaigning in the German Bundestag Election 2005 Steffen Albrecht Maren L&uumlet;bcke Rasco Hartig-Perschke 179

11 Mobile Democracy: Text Messages, Voter Turnout, and the 2004 Spanish General Election Sandra L. Suárez 200

Part 4 The Latest Developments: Blogs and Social Networking Sites 215

12 Bloggers at the Gates: Ned Lamont, Blogs, and the Rise of InsurgentCandidates Kevin A. Pirch 217

13 Voters, MySpace, and YouTube: The Impact of Alternative Communication Channels Vassia Gueorguieva 233

14 "Friend" the President: Facebook and the 2008 Presidential Election Allison Slotnick 249

15 The Political Impact of Facebook: Evidence from the 2006 Elections and the 2008 Nomination Contest Christine B. Williams Girish J. "Jeff" Gulati 272

16 Conclusion Costas Panagopoulos 292

Notes on Contributors 295

Index 297

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