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Presidential Campaigning in the Internet Age

Condition: BRAND NEW
ISBN: 9780199731947
Author(s): Jennifer Stromer-Galley
Format: Paperback
Year: 2014
Publisher: Oxford University Press (UK)
Dimensions: 155 x 231 x 23 (w x l x h)
Pages: 224
Series: Oxford Studies in Digital Politics

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Description:
As the plugged-in presidential campaign has arguably reached maturity, Presidential Campaigning in the Internet Age challenges popular claims about the democratizing effect of Digital Communication Technologies (DCTs). Analyzing campaign strategies, structures, and tactics from the past five presidential election cycles, Stromer-Galley reveals how, for all their vaunted inclusivity and tantalizing promise of increased two-way communication between candidates and the individuals who support them, DCTs have done little to change the fundamental dynamics of campaigns. The expansion of new technologies has presented candidates with greater opportunities to micro-target potential voters, cheaper and easier ways to raise money, and faster and more innovative ways to respond to opponents. The need for communication control and management, however, has made campaigns slow and loathe to experiment with truly interactive internet communication technologies. Citizen involvement in the campaign historically has been and, as this book shows, continues to be a means to an end: winning the election for the candidate.
For all the proliferation of apps to download, polls to click, videos to watch, and messages to forward, the decidedly undemocratic view of controlled interactivity is how most campaigns continue to operate. Contributing to the field a much-needed historical und
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