Wrote and Researched by the site owner. Sources at the bottom.
The internet has changed the way we advertise products, entertain ourselves, and receive information. Its importance as a tool for communication cannot be argued with, however, it’s usefulness in some areas is limited. For example, although heavily used for political purposes, it’s usefulness as a campaign tool can be debated. As our society becomes more and more technologically advanced, however, it will probably play a larger role.
There is no doubt that the politicians think of the web as an important part of their campaigns. In the most recent American presidential election, John Kerry’s roadside signs (a popular, traditional campaign tool that will probably never be phased out) featured his web address in capitalized, bold letters that were the same size as the “a stronger America” slogan also featured on the sign. The prominence of the web address suggests its importance in the mind of Kerry and his campaign managers.
Is this attention on the internet justifiable? There is plenty of evidence that the internet is used for politics, but it’s not always in the way the politicians would hope. Out of all politically motivated internet users in 2002, only twenty two percent used email to promote their political views, while thirty four percent used it for sharing campaign related jokes. The campaigners themselves will admit that the web is actually more useful in getting information out to the press than to individual users.
Another obstacle to use of the internet as a legitimate campaign tool is the demographic that uses it. The vast majority of net users are young and knowledgeable of technology, but not as interested in politics. Only ten percent of net users actually seek out political info, leaving a huge percentage who simply isn’t interested. The web reaches lots of people, but if they aren’t using it, then it doesn’t matter how good of a website a campaign creates.
The sort of political information found on the net is also limited. The most popular sites tend to be for views that are against the established politicians. Get Bush Out of Office!!!, this small anti-Bush site that did little to promote itself during elections, has still received two thousand, two hundred and nineteen hits. This site also shows that most of the people who visit political sites are not looking for new information but simply reaffirming what they already believe- in our election poll, out of two hundred twenty four total votes, only sixteen people said they were voting for Bush. This is important for campaigners, since it implies that their websites will probably be primarily visited by those who have already made up their minds to vote for them- in other words, they won’t be effective campaign tools since they won’t be reaching an audience that still needs convincing as to who to vote for.
This same desire to support one’s candidate, coupled with a laziness that prevents many people from seeking out information on the opposition, is part of what makes the traditional campaign tool of the debate so useful. Viewers tune in to hear their candidate verbally defeat the other, and are thus forced to listen to both sides of the argument. This makes the debate a useful tool for getting your message to voters who probably would never have visited your website. The internet’s main potential as a campaign tool is still largely untapped and unable to compare with such classic methods as the debate. However, in the future it is likely that these various forms will converge, giving us perhaps interactive debates where we can ask the politicians questions that they will answer live on streaming video. Until our technology has advanced to such levels, however, the internet and campaigning will be primarily linked for entertainment rather than information.
Sources
John Kerry Campaign Sign
The Internet as a Political Tool
Nua Internet Surveys- Email becoming an important political tool- Nua Internet Surveys- Email becoming an important political tool
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