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National News See other National News Articles Title: Internet is Becoming Dominant Media Force in National Political Campaigns Contact: Geoffrey Baum, +1-213-821-1491, or Justin Pierce, +1-310-962-6001, both of the USC Annenberg School for Communication LOS ANGELES, July 31 /PRNewswire-USNewswire/ -- The role of the Internet in politics has grown with such speed and scope that it is well on its way to becoming the dominant media force in political campaigning, according to the director of the most comprehensive study of the impact of the online technology on America. "For fundraising, outreach to voters, making announcements and articulating a campaign platform, the Internet is now the primary media of choice for candidates to deliver their messages," said Jeffrey Cole, director of the Center for the Digital Future at the USC Annenberg School for Communication. "Television is assuming a lesser role in the development of campaigns; increasingly, TV is being reduced to finding its news coverage in subjects that originate on the Internet." Cole's observations about the Internet's role in political campaigning are based on findings from the Digital Future Project, the comprehensive year-to- year study launched in 2000 to explore the impact of online technology on Americans. Summarizing the Center's seven years of analysis of online access and changing patterns of political behavior, Cole has identified broad changes as Internet users now primarily rely on the web for breaking news as well as campaign information about candidates and issues. In particular, Cole notes a trend of the increasing importance of the Internet as a primary source of political information. Based on conservative estimates, Internet use for obtaining political information may have tripled since 2000, now nearing an estimated 60 percent of Internet users. According to Cole, the evolving changes that combine open access, low-cost technology, and a growing base of users who seek political information and involvement have created vast potential for virtual politics that is reshaping the nature of election campaigning. "A vivid recent example of this shift," said Cole, "was the Democratic candidate debate co-sponsored by YouTube that produced thousands of prospective questions and a distinct shift in how the candidates were required to react to issues." The Internet is not only providing expanded opportunities for established politicians, but is also opening the door for candidates who previously would have had little or no opportunity to reach and influence large numbers of voters. "I can see a time quite soon when a viable third-party presidential candidate could emerge based entirely on building an online constituency," said Cole. "Given the power of online political communication, the Internet could become the launching pad not only for individual candidates, but for the rise of the first successful third party in the United States since the Republican Party was created in the 1850s." The growth of virtual politics is also beginning to shift the nature of campaign financing. "The current political campaign may be the last in which dollars raised is the single most important factor in creating a political power base," said Cole. "Candidates still need plenty of cash, but now candidates with smaller campaign budgets can compete more effectively because of online communication." "Previously, campaigns needed millions of dollars to buy television commercial time, and they had no other outlet for these messages," Cole said. "Now, commercials distributed online through YouTube, MySpace, and other Web venues not only reach large audiences, but their appearance become campaign events covered by traditional media." While the Internet is providing expanded opportunities for campaigning and fundraising, it is also creating new venues for political opportunism, negative campaigning, and attack ads. One vivid example of a negative online ad was the "Hillary 1984" spot that portrayed Hillary Clinton as a "Big Brother" figure speaking to a mindless audience. The video has been viewed more than three million times and was the subject of major news coverage. "In previous campaigns, there would have been no outlet for the 'Hillary 1984' ad -- online venues were not yet available, and no television network would have aired the ad without attribution," Cole said. "Yet 'Hillary 1984' found a national audience through the Internet; not only was the video viewed millions of times online, but the controversy that resulted was covered by traditional broadcast media, which then aired the ad." The opportunity to air video to online audiences has created "instant online accountability, and the consequences that go with it," Cole said. One notable example of online accountability came in the summer of 2006, with the collapse of the political campaign of Virginia Senator George Allen. A clear favorite for re-election and a likely presidential candidate, Allen was twice caught on videotape using an alleged ethnic slur. His lead shrank after the video aired online. The momentum of his campaign slowed and Allen lost to James Webb by a narrow margin. "Allen began the year as a leading candidate for the Republican presidential nomination, and because of the Internet, ended the year as a defeated senatorial candidate in his own state," Cole said. With the Internet's growth in the political process have come many emerging issues about online technology. "No political candidate can succeed without a comprehensive Internet strategy -- but the growth of online campaigning raises many unanswered issues for candidates," said Cole. "Among the most important questions: How can candidates recruit Internet users who are willing to listen? How can candidates conduct effective fundraising online? "Equally important are questions about voters who use the Internet," Cole said. "As voters increasingly go online for their political information, how can the Internet become a more effective tool that voters can use to gain power and influence in the political process? Can the Internet truly be a tool for the political empowerment of voters?" For highlights of the 2007 Digital Future Project or to order a copy of the complete report, visit http://www.digitalcenter.org. SOURCE USC Annenberg School for Communication
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#1. To: Minerva (#0)
cool! one thing i've noticed is that the repukes criticizing Ron Paul's internet popularity act as if the internet is an abstract entity not comprised of real life people when, in fact, a large number of these people are also political activists.
"The current political campaign may be the last in which dollars raised is the single most important factor in creating a political power base," said Cole. "Candidates still need plenty of cash, but now candidates with smaller campaign budgets can compete more effectively because of online communication." "Previously, campaigns needed millions of dollars to buy television commercial time, and they had no other outlet for these messages," Cole said. "Now, commercials distributed online through YouTube, MySpace, and other Web venues not only reach large audiences, but their appearance become campaign events covered by traditional media." Equally important are questions about voters who use the Internet," Cole said. "As voters increasingly go online for their political information, how can the Internet become a more effective tool that voters can use to gain power and influence in the political process? Can the Internet truly be a tool for the political empowerment of voters?" thank you for posting this Minerva
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