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 journal › Article › peer-review
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 journal › Article › peer-review
}
TY - JOUR
T1 - From the Air to the Ground: The Internet in the 2004 US Presidential Campaign
AU - Vaccari, Cristian
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
KW - 2004 elections
KW - grassroots
KW - internet and politics
KW - online activism
KW - online campaigning
KW - online mobilization
KW - Political participation
U2 - http://dx.doi.org/10.1177/1461444808093735
DO - http://dx.doi.org/10.1177/1461444808093735
M3 - Article
VL - 10
SP - 647
EP - 665
JO - New Media and Society
JF - New Media and Society
SN - 1461-4448
IS - 4
ER -