Presidential Campaigning in the Internet Age by Jennifer Stromer-GalleyPresidential Campaigning in the Internet Age by Jennifer Stromer-Galley

Presidential Campaigning in the Internet Age

byJennifer Stromer-Galley

Paperback | February 13, 2014

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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 fivepresidential 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 newtechnologies 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 toexperiment 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 ofcontrolled 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, whenpractices 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, andfrom fundraising to organizing, the possibilities these shifts in interactivity seem to promise for citizen input and empowerment remain much farther than a click away.
Jennifer Stromer-Galley is Associate Professor in the School of Information Studies at Syracuse University.
Title:Presidential Campaigning in the Internet AgeFormat:PaperbackDimensions:240 pages, 9.25 × 6.12 × 0.68 inPublished:February 13, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199731942

ISBN - 13:9780199731947

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Table of Contents

Introduction: The Paradox of Digital Campaigning in a Democracy1996: Mass-Mediated Campaigning in the Nascent Internet Age2000: Experimentation in the Internet Age2004: The Paradigm Shift2008: Networked Campaigning and Controlled Interactivity Take Root2012: Data Driven Networked CampaigningConclusion: Shifting Practices of Political Campaigns and Political CultureNotesReferencesIndex