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 understanding of
the shifting communication practices of presidential campaigns,
Presidential Campaigning in the Internet Age examines election
cycles from 1996, when the World Wide Web was first used for
presidential campaigning, through 2012, when practices were being
tuned to perfection using data analytics for carefully targeting
and mobilizing particular voter segments. As the book charts
changes in internet communication technologies, it shows how, even
as campaigns have moved responsively from a mass mediated to a
networked paradigm, and from fundraising to organizing, the
possibilities these shifts in interactivity seem to promise for
citizen input and empowerment remain much farther than a click
away.
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