Chasing the Digital Wave: International Perspectives on the Growth of Online Campaigning

ABSTRACT

In this series of articles we present new insight into the drivers, quality, and impact of web campaigning up to date by reflecting on the uptake, maturity, and impact of internet campaigning in elections around the world. Specifically, we use the contributions to address four key topics that have been addressed by the web campaigns literature since its origins. First, diffusion and how widespread web campaigning has become; second, the issue of normalization and how far web campaigns favour the already powerful and well resourced; third, we discuss whether campaign style is changing and becoming more interactive and participatory as a result of the new digital technology; finally, we provide new evidence on the question of voter mobilization and the extent to which the web appears to be a voter generator for political parties and candidates. While answers vary according to context it is clear that web campaigning is common practice in democratic elections, although the U.S. retains its leading role for innovation and experimentation. The bigger players still dominate but social media platforms appear to be a more equal playing field. Opportunities for interaction and participation remain under-used, which is even more of an oversight by parties given that it does web campaigns do appear linked to stronger voter support.

KEYWORDS:

• elections
• e-mail
• Internet
• parties
• Web campaigning

Additional information

Notes on contributors

Rachel Gibson

Professor Rachel Gibson is professor of political science at the Institute for Social Change (ISC), University of Manchester. Her research interests focus on the use of digital media in political communication, particularly by parties, and for election campaigning and participation. She is also interested in the development of new methodologies to study the Web and particularly social media, as it is used by political actors.

Andrea Römmele

Prof. Dr. Andrea Römmele is a professor for communication in politics and civil society at the Hertie School of Governance in Berlin, Germany. Her research interests are in the field of comparative political communication, political parties, and public affairs. She is co-founder and editor-in-chief of the Journal for Political Consulting and Policy Advice and has published extensively in international journals. She is author of numerous books and edited volumes.

Andy Williamson

Dr. Andy Williamson is an experienced consultant, researcher, and commentator focusing on digital and social media, society, and policy. He was director of digital democracy at the Hansard Society in the UK, and is the founder and CEO of Future Digital, where he works globally with clients ranging from the UN to local government, as well as with numerous parliaments, government departments, and NGOs.