The Internet first played a minor role in the 1992 U.S.
Presidential election, and has gradually increased in importance so
that it is central to election campaign strategy. However, election
campaigners have, until very recently, focused on Web 1.0: websites
Political Campaigning, Elections and the Internet contextualises
the US Presidential campaign of 2008 within three other contests:
France 2007; Germany 2009; and the UK 2010. In offering a
comparative history of the use of the Internet as an election tool,
the authors are able to test the optimistic view that the Internet
is transforming elections while also mapping the role the Internet
plays and performs for parties and candidates. Lilleker and Jackson
offer in-depth analysis demonstrating how interactive Web 2.0
online tools, including weblogs, social networking sites and
file-sharing sites, are utilised and evaluate the role of these
tools in the marketing and branding of parties and candidates.
Examining the interactivity between candidate, party, and voter,
this important book will be of strong interest to students and
scholars of political science, elections, international relations
and political communication. It will be of value to those within
public relations, marketing and related communication and media
||Routledge Research in Political Communication
Darren G. Lilleker
||Electronic book text
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