Impact of Technology Campaigns & Political Communication in the Age of Digital Networks.

Impact of TechnologyImpact of TechnologyCampaigns & Political Communication in the Age of Digital Networks

Pivotal Role of TechnologyPivotal Role of TechnologyPrinting pressTrains & telegramsPhotography & moving picturesRadioTelevision Cable TVInternet

Importance of InternetImportance of Internet

As a source of political news

Local Cable Network Internet1/2000 48% 34% 45% 9%10/12 38% 41% 31% 36%

How is New Media How is New Media Distinctive?Distinctive?Campaigns have more ways to reach voters

Campaigns, voters & the news media connected with each other

Citizens have the capacity to shift campaign narrative, so campaign organizations & media no longer in control.

Unfavorable Digital Unfavorable Digital CoverageCoverageClint Eastwood at GOP Convention

47% remarks by Mitt RomneyControversial comments about rape by candidates Todd Akin & Richard Mourdock.

http://www.youtube.com/watch?v=mTItMG0PtB8

Digital Cost-effectiveness for Digital Cost-effectiveness for CampaignsCampaigns

NanotargetingData integrationEconomies of scale

Differences from Other Differences from Other ToolsToolsDIGITAL TOOLS ARE:

◦Ubiquitous (everywhere)◦Unfiltered◦Powerful◦Social

Examples from 2008 & Examples from 2008 & 20122012McCain Girls http

://www.youtube.com/watch?v=MaP9eiWuX3s

 Obama Girl http

://www.youtube.com/watch?v=wKsoXHYICqU

 Pro-Romney ad made by students

http://www.youtube.com/watch?v=9pNKSdpbXj8

Voter-generated ChaosVoter-generated Chaos

“Voters take campaigns into their own hands”

Examples:George Allen remarks in 2006http://www.youtube.com/watch?v=r90z0PMn

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Park Ridge47’s Think Different 2008http://www.youtube.com/watch?v=6h3G-lMZ

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One Dimensional Strategy One Dimensional Strategy

1DOne way communication from campaign to voters/supportersTight control over messageIn addition to traditional technology, may use email, Twitter, Facebook, YouTube, campaign web sites.

Two Dimensional Strategy Two Dimensional Strategy 2DTwo-way relationship between campaign and voters/supportersBuilding a platform to mobilize voters in both real & virtual worldsGetting voters to act: make a donation, register to vote, sign a petition, etc.

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Obama 2008 & 2D Obama 2008 & 2D StrategyStrategyThomas GensemerThe Difference Network,

Marquette University https://www.youtube.com/watch?

v=TAUvxVX1l1I

Three Dimensional Three Dimensional Strategy Strategy 3DPeople connecting with one another without mediation of campaign, media or party.Online supporters not just followers or receptacles but “strategic partners” who can help win (p. 187).Level of uncertainty & unpredictability

Obama 2012 & 3D Obama 2012 & 3D StrategyStrategyGregor Poynton from Blue State

Digitalhttps://www.youtube.com/watch?

v=eSNQK28ziJs

Social NetworkingSocial NetworkingOnline communities where supporters can communicate with one another either offline or online.

Social NetworkingSocial Networking

Use of social media increasing:In 2008, 37% of online adults In 2012, 69% of online adults

Rosenblatt reports:240 m. Americans on Facebook; 100 m. Twitter, 30 m. Pinterest.

Social Networking Social Networking

Age differences92% of 18-29 year olds active; only 38% of those over 65 active.

Ideological differences79% of people identifying as Liberals, 70% of Moderates, 63% of Conservatives.

Social MediaSocial MediaSharing material online: from campaign organizations, news media, blogs, photos, user generated media.

Social MediaSocial MediaRosenblatt: 39% of Americans use social media to “engage in civic and political life, learning about issues & candidates; engaging in political and policy conversations, and influencing their personal networks on how to vote.” (p. 175)

TwitterTwitterThree methods for creating hyperlinks:

1. Distributing live web links.2. Using “@TwitterName” to send

out a public message to anyone on Twitter.

3. Using hashtag, “#topicX” to comment on a current issue or event, becoming part of public conversation.

TwitterTwitter

Useful to predict campaign outcomes?“Any tweet is a good tweet for getting elected…” MSNBC http://video.msnbc.msn.com/jansing-and-co/52792791#52792791

Is that true?

TwitterTwitter

Useful to predict campaign outcomes?* Critics point out that both incumbency & district partisanship are better predictors in congressional races.

* Further, social bots acting like “real people” can use “tweets” to try to influence politics.

Future of TechnologyFuture of TechnologyGoogle’s View On The Internet’s Future

http://www.youtube.com/watch?v=HDtSCCjXEqo

 Prometeus – The Media Revolution http://www.youtube.com/watch?v=xj8ZadKgdC0

Future of TechnologyFuture of TechnologyWhat might future campaigns look like, in your view?