Exam 2 Results

1. Exam 2 Results • Multiple Choice Average = 74% • Short Answer Average = 85% • Essay Average = 88% • Short Answer • Wag the Dog, Bob Roberts, Bulworth, Head of State • 3 negative stereotypes: Politicians are corrupt, political process is a fraud, citizens are stupid • Napoleon Dynamite: Outsiders can overcome adversity and prevail; be yourself • Essay • In favor of Grandpa: Dumbs down news, less credible, cynical of politics, not taken seriously, promotes bad stereotypes about politics and citizens, doesn’t offer solutions, can be misinterpreted • Against Grandpa: Gateway to news, 5th estate, multiple sides of story, recall more, engaged more, higher internal efficacy

2. Politics & The Internet Technology is changing everything http://www.youtube.com/watch?v=cL9Wu2kWwSY

3. Chadwick & Howard, 2009, Ch. 2 US Elections

4. Main Argument • Examine how US parties and national candidates use internet in campaigns • History of internet campaigning Why is the internet important? • Less expensive than TV • Can help level playing field for 3rd parties • Easier, faster, and more efficient campaign mobilization • Bypass traditional gatekeepers • Offers citizens more choice of information

5. Discovery: Experimentation & Exploration1992-1999 First campaign to use internet • 1992, George H. W. Bush & Bill Clinton • Bush • Posted to bulletin boards and emailed • Speeches and position papers • Clinton • Posted to newsgroups, created a Clinton listserv, • Speeches, position papers, biographical information • Impact • Limited • Few citizens used internet for politics

6. Discovery: Experimentation & Exploration1992-1999 • March-April 1995: Political parties get involved • Rnc.org • Dnc.org • 1996 Presidential Campaign • Clinton and Dole have websites • “Brochureware” • Impact • Limited, but growing • Dole invited people to visit his website after 1st presidential debate • Within 24 hours, had more than 2 million visitors

9. Discovery: Experimentation & Exploration1992-1999 • 1998 Midterm Elections • More than 2/3rds of candidates have websites • State parties building websites • “Brochureware” • Greater use of campaign email • Impact • Limited, but growing • Mobilization efforts begin • Jesse Ventura builds email network for Minnesota governor’s race and coordinates events online

10. Maturation2000-2006 Internet helped campaigns in 4 ways: • General campaign operations • Campaign communications • Mobilization • Fund –raising

11. Maturation2000-2006 1. General Campaign Operations • Information gathering more efficient now • Search engines • LexisNexis • RSS feeds • Distribution of campaign materials • Al Gore’s 2000 “Gore Stores” • George W. Bush’s 2004 “Wstuff” • John Kerry’s “Kerry Gear” • 21st century campaign materials: clothing, reading lists, computer screen-savers and wallpapers, customized posters

12. Maturation2000-2006 2. Campaign Communications • Candidate biographies • Policy positions (printer-friendly and downloadable) • Negative opponent-oriented material • Contact information • Search the website • Spanish versions of websites • Targeted advertising and “narrowcasting” to demographics • Emails to campaign staff, volunteers, and supporters • Example: McCain in 2000 emailed supporters to call 10 Republicans in NH for primary voting

13. Maturation2000-2006 3. Mobilization • Beyond informing, implies engagement • Blogs • 1st Use: Howard Dean 2004 primary • Now a campaign standard • Interactive with comment feature • Events • State and local campaign events • Ways to volunteer locally • Voter registration • Early voting

14. Maturation2000-2006 4. Fund-raising Online 2000 • $1 million mark – Bill Bradley, Democratic primary • $500,000 in one day – John McCain, Republican primary 2004 • $20 million, 40% of campaign – Howard Dean, Democratic primary • $14 million, 5% of campaign – George W. Bush, Republican incumbent • $89 million, 33% of campaign – John Kerry, Democratic candidate Donor Profile: Middle-class, educated, politically active Donor Appeal: Candidates who capture public mood and underdog candidates

15. Post-Maturation2006 & Beyond Limitations of Campaign Websites • Self-selection problem • Visitors are existing supporters • Reach small percentage of voters • Requires motivation Going Beyond Websites • Media-controlled tools • User-controlled tools

16. Post-Maturation2006 & Beyond Media-Controlled Online Communication • Advertise on media websites • Local TV, local newspapers, and local radio websites most common ad buys • National newspaper and blogs popular too • Cheaper than TV • Reach more voters than campaign websites • Get featured on traditional media as well • Grew more than 700% from 2002 to 2006 • Political blogs: See Technorati • Daily Kos, InstaPundit, Eschaton, and CrooksAndLiars • Appeal to more extreme viewpoints

17. Post-Maturation2006 & Beyond User-Controlled Online Communication • Social networking sites increase self-publishing • YouTube • Campaign advertising, speeches, conversations to supporters, rallies • 3rd party, bloggers, independent-media, traditional media , and entertainment presence • Promotes candidates’ gaffes (e.g., Hillary’s singing) and issue contradictions (e.g., Mitt Romney & abortion) • Democratizes “gotcha journalism” – Individuals can post • Average visit is 28 minutes

18. Post-Maturation2006 & Beyond User-Controlled Online Communication • Facebook • Formal campaign profiles • “Digital yard signs” – Fan groups • Recruit volunteers, spread news, link back to campaign website • Pitfalls • Lack of control • Youth most active online, but least participatory for voting

19. Conclusion • Internet is NOT TV • Self-selection problem • Most active are existing supporters • Reach small percentage of voters • Requires motivation • But, it can help with… • General campaign operations • Campaign communication • Mobilization • Fund-raising • Moving more toward interactivity and multimedia

20. Chadwick & Howard, 2009, Ch. 15 Web 2.0

21. Chadwick & Howard, 2009, Ch. 16 Changes to Global Media Environment