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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
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When the Nerds Go Marching In - How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns (Paperback)
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When the Nerds Go Marching In - How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns (Paperback)
Series: Oxford Studies in Digital Politics
Expected to ship within 12 - 17 working days
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This is an open access title available under the terms of a CC
BY-NC-ND 4.0 International license. It is free to read at Oxford
Scholarship Online and offered as a free PDF download from OUP and
selected open access locations. Digital technology has moved from
the margins to the mainstream of campaign and election organization
in contemporary democracies. Previously considered a mere novelty
item, technology has become a basic necessity for any candidate or
party contemplating a run for political office. While it is
difficult to pinpoint exactly when the first digital campaign was
officially launched, the general consensus is that the breakthrough
moment, at least in terms of public awareness, came during the 1992
U.S. election cycle. At the presidential level, it was Democratic
nominee Bill Clinton who laid claim to this virtual terra nova
after his staff uploaded a series of basic text files with
biographical information for voters to browse. Since that time, use
of the internet in elections has expanded dramatically in the U.S.
and elsewhere. When the Nerds Go Marching In examines the
increasing role and centrality of the internet within election
campaigns across established democracies since the 1990s. Combining
an extensive review of existing literature and comparative data
sources with original survey evidence and web content analysis of
digital campaign content across four nations-the UK, Australia,
France, and the U.S.-the book maps the key shifts in the role and
centrality of the internet in election campaigns over a twenty year
period. Specifically, Gibson sets out the case for four phases of
development in digital campaigns, from early amateur
experimentation and standardization, to more strategic mobilization
of activists and voters. In addition to charting the way these
developments changed external interactions with citizens, Gibson
details how this evolution is transforming the internal structure
of political campaigns. Despite some early signs that the internet
would lead to the devolution of power to members and supporters,
more recent developments have seen the emergence of a new digitally
literate cohort of data analysts and software engineers in campaign
organizations. This group exercises increasing influence over key
decision-making tasks. Given the resource implications of this new
"data-driven" mode of digital campaigning, the book asserts that
smaller political players face an even greater challenge to compete
with their bigger rivals. Based on her findings, Gibson also
speculates on the future direction for political campaigns as they
increasingly rely on digital tools and artificial intelligence for
direction and decision-making during elections.
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