From the Air to the Ground: The Internet in the 2004 US Presidential Campaign. / Vaccari, Cristian.

In: New Media and Society, Vol. 10, No. 4, 2008, p. 647-665.

Research output: Contribution to journalArticle

Published

Abstract

Political campaigns have learned how to take advantage of online tools not only to communicate their message, but also, and more importantly, to mobilize supporters and provide opportunities for e-volunteers to become engaged in the process. Among the most significant developments in the 2004 US presidential election were strategies and tools designed to facilitate the transition from online to off-line engagement, thus strengthening field operations in a campaign where the ground game proved to be a crucial asset. These topics are addressed through in-depth qualitative interviews with senior aides to the e-campaigns of George W. Bush and John F. Kerry. Online political communication professionals predict that in the future the internet will become an increasingly relevant tool in campaigns and that its functions will be adopted all through the campaign organization.
Original languageEnglish
Pages (from-to)647-665
Number of pages18
JournalNew Media and Society
Volume10
Issue number4
DOIs
Publication statusPublished - 2008
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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