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Chasing the Digital Wave: International Perspectives on Growth of Online Campaigning

  • In this series of articles we present new insight into the drivers, quality, and impact of web campaigning up to date by reflecting on the uptake, maturity, and impact of internet campaigning in elections around the world. Specifically, we use the contributions to address four key topics that have been addressed by the web campaigns literature since its origins. First, diffusion and how widespread web campaigning has become; second, the issue of normalization and how far web campaigns favour the already powerful and well resourced; third, we discuss whether campaign style is changing and becoming more interactive and participatory as a result of the new digital technology; finally, we provide new evidence on the question of voter mobilization and the extent to which the web appears to be a voter generator for political parties and candidates. While answers vary according to context it is clear that web campaigning is common practice in democratic elections, although the U.S. retains its leading role for innovation and experimentation. The bigger players still dominate but social media platforms appear to be a more equal playing field. Opportunities for interaction and participation remain under-used, which is even more of an oversight by parties given that it does web campaigns do appear linked to stronger voter support.

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Metadaten
Document Type:Article
Language:English
Author(s):Andrea RömmeleORCiD, Rachel Gibson, Andy Williamson
Parent Title (English):Journal of Information Technology and Politics
ISSN:1933-1681
Publication year:2014
First Page:123
Last Page:129
DOI:https://doi.org/10.1080/19331681.2014.903064
Release Date:2015/09/03
Tag:E-mail; Elections; Internet; Parties; Web campaigning
Volume:11
Issue:2
Licence of document (German):Metadaten / metadata
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