Pub Date : 2019-08-22DOI: 10.1093/oso/9780190694043.003.0005
Jennifer Stromer-Galley
If the 2004 presidential campaigns demonstrated a paradigm shift as mass-mediated campaigning gave way to networked media campaigning (which in turn changed the power dynamic between supporters and campaigns), the 2008 election was about learning to control supporters through networked interactivity to the campaigns’ greatest advantage. The Obama campaign built on not just the innovations from 2004 but also on the earlier practices from 2000 and 1996, establishing an effective digital media strategy for fundraising and organizing. Other candidates, especially Democratic primary candidate Hillary Clinton and Republican primary candidate Ron Paul, experimented with and centralized DCTs as key components of their campaigns. The financial disadvantage John McCain’s campaign had compared to Obama in the general election was substantial. McCain's campaign had little choice but to focus on tried-and-true mass mediated campaigning and could not fully build enough with DCTs to work their advantage.
{"title":"2008","authors":"Jennifer Stromer-Galley","doi":"10.1093/oso/9780190694043.003.0005","DOIUrl":"https://doi.org/10.1093/oso/9780190694043.003.0005","url":null,"abstract":"If the 2004 presidential campaigns demonstrated a paradigm shift as mass-mediated campaigning gave way to networked media campaigning (which in turn changed the power dynamic between supporters and campaigns), the 2008 election was about learning to control supporters through networked interactivity to the campaigns’ greatest advantage. The Obama campaign built on not just the innovations from 2004 but also on the earlier practices from 2000 and 1996, establishing an effective digital media strategy for fundraising and organizing. Other candidates, especially Democratic primary candidate Hillary Clinton and Republican primary candidate Ron Paul, experimented with and centralized DCTs as key components of their campaigns. The financial disadvantage John McCain’s campaign had compared to Obama in the general election was substantial. McCain's campaign had little choice but to focus on tried-and-true mass mediated campaigning and could not fully build enough with DCTs to work their advantage.","PeriodicalId":298190,"journal":{"name":"Presidential Campaigning in the Internet Age","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128003837","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-22DOI: 10.1093/oso/9780190694043.003.0004
Jennifer Stromer-Galley
This chapter examines the practices of the 2004 presidential campaigns. This election cycle exhibits an important shift from the mass media campaigning paradigm to the networked media campaigning paradigm. Howard Dean’s remarkable rise in the polls and financial largesse came after capitalizing on the affordances of DCTs for two-step flow. The best illustration of this paradigm shift, though, is in the candidacy of Wesley Clark, which started as a “netroots” movement and eventually became a frontrunner campaign. The clash between the netroots and a new way of campaigning and the historically professional way of mass-mediated campaigning illustrates the paradigm shift. In the meantime, George Bush continued to build a comprehensive data file of offline and online voter behavior for microtargeted messaging. And John Kerry conducted analytic testing of website design and e-mail messaging features to maximize effects. Both practices were harbingers of future election cycles.
{"title":"2004","authors":"Jennifer Stromer-Galley","doi":"10.1093/oso/9780190694043.003.0004","DOIUrl":"https://doi.org/10.1093/oso/9780190694043.003.0004","url":null,"abstract":"This chapter examines the practices of the 2004 presidential campaigns. This election cycle exhibits an important shift from the mass media campaigning paradigm to the networked media campaigning paradigm. Howard Dean’s remarkable rise in the polls and financial largesse came after capitalizing on the affordances of DCTs for two-step flow. The best illustration of this paradigm shift, though, is in the candidacy of Wesley Clark, which started as a “netroots” movement and eventually became a frontrunner campaign. The clash between the netroots and a new way of campaigning and the historically professional way of mass-mediated campaigning illustrates the paradigm shift. In the meantime, George Bush continued to build a comprehensive data file of offline and online voter behavior for microtargeted messaging. And John Kerry conducted analytic testing of website design and e-mail messaging features to maximize effects. Both practices were harbingers of future election cycles.","PeriodicalId":298190,"journal":{"name":"Presidential Campaigning in the Internet Age","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122243619","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-22DOI: 10.1093/oso/9780190694043.003.0008
Jennifer Stromer-Galley
This final chapter recaps the arguments and discusses implications of how campaigns have used DCTs. By only looking at digital practices of political campaigns, it is worrisome that we fail to see that for most campaigns digital media is still only a small part of the overall focus of campaigns. Greater appreciation is needed for understanding DCT use in the context of other factors of a campaign. Campaigns have dramatically changed their strategies over time as they learned the benefits and the challenges of communicating with the public and the media through DCTs. In 1996 they barely interacted with the public and controlled the message as much as possible. By 2016, they were using a variety of interactive affordances to mobilize supporters, attack opponents, and influence the news media’s agenda through their digital media accounts. They also learned to capitalize on the public’s data that they generate about themselves when they interact with the campaign online and in partnering with digital technology companies, such as Facebook, to engage in unprecedented micro-targeting through paid ads.
{"title":"Conclusion","authors":"Jennifer Stromer-Galley","doi":"10.1093/oso/9780190694043.003.0008","DOIUrl":"https://doi.org/10.1093/oso/9780190694043.003.0008","url":null,"abstract":"This final chapter recaps the arguments and discusses implications of how campaigns have used DCTs. By only looking at digital practices of political campaigns, it is worrisome that we fail to see that for most campaigns digital media is still only a small part of the overall focus of campaigns. Greater appreciation is needed for understanding DCT use in the context of other factors of a campaign. Campaigns have dramatically changed their strategies over time as they learned the benefits and the challenges of communicating with the public and the media through DCTs. In 1996 they barely interacted with the public and controlled the message as much as possible. By 2016, they were using a variety of interactive affordances to mobilize supporters, attack opponents, and influence the news media’s agenda through their digital media accounts. They also learned to capitalize on the public’s data that they generate about themselves when they interact with the campaign online and in partnering with digital technology companies, such as Facebook, to engage in unprecedented micro-targeting through paid ads.","PeriodicalId":298190,"journal":{"name":"Presidential Campaigning in the Internet Age","volume":"298 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116320190","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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