Showing 1 through 5 of 3,428 records.
Abstract: E-mail emerged not only as a major communication device but also as a new campaign tool in recent years. Due to its easy and low operating cost, major parties and candidates do not monopolize e-mail campaign. On-line activist groups take an advantage of e-mail campaign for their election goals. John Kerrys official e-mail campaign targeted not only democrats but also moderates and independents. Thus they have some restrictions in selecting words and attacking opponent. On-line activist, on the other hand, have much more specific targeted (more liberals in moveon.orgs case). Thus On-line activists have less restriction to attack their opponents. John Kerry was able to send less negative message due to his attack dog: moveon.org.
Abstract: Technology has dramatically shifted the way Americans receive their news, communicate, and live their daily lives. Along with this phenomenon, comes the evolution of advertising, especially for political campaigns. Political advertising has changed over the years, and with social media emerging, it is important to compare how it measures up to traditional forms of advertising such as television, newspapers, and yard signs. Social media is extremely affordable compared to traditional advertising options, but a better question is how effective is it? This paper will explore how popular social media websites such as Facebook, Twitter, and Youtube can shape a campaign. An important part about social media advertising is that it makes it easy to target voters by age, gender, and by interests. Television advertising has become increasingly expensive over the years, but websites such as Youtube, make it easier and cheaper for campaigns to reach voters. This paper will consider a cost benefit analysis of social media advertising, including the use of general internet advertising. While social media provides a cheaper outlet, it must be effective in order for campaigns to rely on it, since their goal is to win. This paper will thus create a template of the different ways that social media can be used as a campaign tool in order to predict if these mediums will become the main market for political campaigns in the near future.
Abstract: Recently, there has been a growing scholarly attention to the nature and extent of negative campaigning in non-majoritarian multi-party systems. While these studies have made commendable progress in outlining the conditions and consequences of negative campaigning, they have typically disregarded the complex interdependencies of multi-actor communication environments. To rectify this shortcoming, the present paper focuses on network-structural determinants of the negative campaigning behaviors. We examine patterns of candidate communication during the 2013 Austrian federal election, relying on an extensive manual coding of the mediated campaign communication. Employing Exponential Random Graph Models to investigate the targets of negative campaigning and the individual incentives to partake in such communication behavior, we find that – above and beyond common determinants of negative campaigning outlined in previous literature – indicators of network structure are important predictors of campaign communication. This suggests that network models are crucial for accurately representing patterns of communication in multi-party systems.