The reading explores the reason of popularisation of the internet within politics in the U.S. by the use of blogs, internet websites and YouTube in order to reach out the voters. The article explores the influence on voters and how the Internet has integrated within them. Chadwick (2009 ) states:“The internet had changed the way candidates conduct campaigns. Congressional candidates were using the internet for fundraising, blogging, creating online communities, making video and audio clips available and much more. Pg.13”The article explains that campaign use the internet as a tool which offers voters more choices. This will help the candidate to get their message across in the most effective way. Between 1992 and 1999 over the years the internet developed and was experimented by candidates, parties and groups in order to explore its electoral use. By 2000 the internet campaigns had reached a level where candidates would maintain a website through the campaign. George H. W. Bush and Bill Clinton were the first ever candidates to use the internet in their 1992 campaigns. They emailed speeches and position papers in order to distribute them to the commercial bulletin board. By 2004 majority of congressional, gubernatorial and presidential candidate maintained websites. This was called the maturation phase, where websites included features such online chat. During that year Bush allowed visitors to ask question to his campaign staff in real time. The internet allowed the candidates to give a bit more information about their family and their selves. Date of events was also posted on the sites. This was been seen as a form of advertisement designed to achieve a wider goal of the campaigns. Spanish version of the websites was also technologically developed in order to reach out a wider audience of voters. Also columns where introduced where the opponents would say why they should vote for them and not the other candidates. An example of the Bush-Cheney: “Wrong for America Section” by John Kerry.Mobilization was seen as a special form of communication where it encourages voters to participate by using blogs which allowed supporters to voice their opinions and connect with the candidates. The blogs were updated daily with journal, videos, and photos. As Myers (2010) states:“Blogs and Wikis are genres of text define not so much by their form of content as by the kinds of uses to which they are put and the ways these uses construct social identities and communities”This relates to election campaign as it was important how the practice of internet was used by candidates to run a successful campaign in order to win. These are some of the tools used but there are many more and the costs are different
.References:
Chadwick, A. (2009). Internet Politics, New York: Routledge. P13-25