Campaigns and the internet. Research through 2004 Campaign websites are standard campaign fare, mostly passive “billboards” Campaign websites are standard.

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Presentation transcript:

Campaigns and the internet

Research through 2004 Campaign websites are standard campaign fare, mostly passive “billboards” Campaign websites are standard campaign fare, mostly passive “billboards” Through 1999 no effect of internet on political engagement Through 1999 no effect of internet on political engagement Some effect on recruiting volunteers Some effect on recruiting volunteers Some effect on fundraising (small donors) Some effect on fundraising (small donors) Emergence of viral communication (jibjab 2004) Emergence of viral communication (jibjab 2004)

Internet use grew during : 37% of Americans went online to get political information 2004: 37% of Americans went online to get political information Beginning of 2008: 46% of Americans went online to get political information Beginning of 2008: 46% of Americans went online to get political information End of 2008: 55% of Americans reported having gone online to get political information End of 2008: 55% of Americans reported having gone online to get political information

Pew study reports: –Going online for news about politics or the campaign. 60% of internet users did this in % of internet users did this in –Communicating with others about politics using the internet. 38% of internet users talked about politics online with others over the course of the campaign. 38% of internet users talked about politics online with others over the course of the campaign. –Sharing or receiving campaign information using specific tools, such as ,instant messaging, text messages or Twitter. 59% of internet users used one or more of these tools to send or receive political messages. 59% of internet users used one or more of these tools to send or receive political messages.

Online political news consumption % of all internet users % of all adults

2008: Volunteer activism, money, and viral ads

Internet ads Viral ads Viral ads “Yes we can” “Yes we can” “Yes we can” “Yes we can” “The One” “The One” “The One” “The One” “Man of Mystery” “Man of Mystery” “Man of Mystery” “Man of Mystery” “State of the Union” “State of the Union” “State of the Union” “State of the Union”

How should campaigns think about the internet?

The only way to reach young people The only way to reach young people Interactivity more than billboards Interactivity more than billboards A cash cow A cash cow Viral ads will get free media! Viral ads will get free media!