technology in the first decade of the twen-first century
technology played a significant role in most presidential election campaigns, but by 2002-2008 election cycles, talk television and radio, which first played a prominent role in national political campaigns in 1992 and 1996 , had become a fixture by 2004-2008. television advertising was once again a major component of candidates campaigns. in fact, the two major party presidential candidates, democrat barack obama and republican jonh mccain, spent over $700 million on advertising during the 2008 genaral election.
new technological advance helped candidates and parties reach large numbers of people in short periods of time. some of the most innovative technological campaigning occurred on the internet. with the escalating cost of campaigning, the internet has been increasingly utilized because it is cost-effective and has high visibility, creating public awreness and support for presidential candidates and thier platforms. it also is and effective way to raise campaign money. for example, in the 2000 presidential campaign ralph nader, the candidate of the green party, reiled on the web for fund-raising. he collected $7 million in a year, but senator john mccain raise $6 million. however, in the 2004 and especially the 2008 cycle, more funding of raised by presidential hoprfuls than at anytime in presidential campiagn history. in fact, obama's half a billion dollar online fund-raising surpassed previous online fundraising records by millions.
indeed, the internet's potential began to be realized in the 2000 campaign when is the variety of online sevices were developed by the candidates, parties, news media, and group of all kinds. by canpiagn 2008, for example, the websites of many candidates used features such as online voter registration, online volunteer sign- up, online fund-raising, and video biographies. not only did the websites use these features, but also candidates frequently referred voters to their campaign websites in speeches.
in addition to the widespread use of candidates' websites, blogs began to have an impact in the 2004 and 2008 presidential campiagns, as well as in the 2006 and 2010 midterm elections. political blogs were pioneered with the first major liberal blog of mydd in 2001. since then, blogs have been responsible for giving unknown candidates a start and helping to ignite political movement around the country. this type of campaigning is now called"netroots" and is growing faster every year with more and more blogs being created by more and more bloggers, and larger numbers of people interacting through them. and since 2008, social networking site such as facebook, my space, and twitter have pushed online campaigning to a new levels. for example, in 2008 barack obama's facebook page counted over three million "friends " in short, advance in technology, as well as the advent of the single-is-sur group, the election law reforms, and the decline in the influence of political parties have combined to transform the nature and manner of our changes has been that we can scarcely aviod taking part in the campaign process. those who choose not to participate directly become involved at some level even if it is not only to explain to friends why they are rufusing to respond to a candidate's telephone survay, or why thay are turning off the television to avoid political programes and advistisements,"we must actively choose not to be active; hence we are participating symbolically even if not actually" because the political campaign is unbiquitous. somebody is always seeking elective offices, and the "somebodies" are no longer strangers but your neighbor, the clerk in the store, or the mother of your best friend. the modern campaign knows no season. it seems that as one ends another begins. candidates start running for office months and even years in advance pf the primary election. thus, campaigns are now an unavoidable part of our environment, forcing us to become consumers of political communication.
technology in the first decade of the twen-first century
technology played a significant role in most presidential election campaigns, but by 2002-2008 election cycles, talk television and radio, which first played a prominent role in national political campaigns in 1992 and 1996 , had become a fixture by 2004-2008. television advertising was once again a major component of candidates campaigns. in fact, the two major party presidential candidates, democrat barack obama and republican jonh mccain, spent over $700 million on advertising during the 2008 genaral election.
new technological advance helped candidates and parties reach large numbers of people in short periods of time. some of the most innovative technological campaigning occurred on the internet. with the escalating cost of campaigning, the internet has been increasingly utilized because it is cost-effective and has high visibility, creating public awreness and support for presidential candidates and thier platforms. it also is and effective way to raise campaign money. for example, in the 2000 presidential campaign ralph nader, the candidate of the green party, reiled on the web for fund-raising. he collected $7 million in a year, but senator john mccain raise $6 million. however, in the 2004 and especially the 2008 cycle, more funding of raised by presidential hoprfuls than at anytime in presidential campiagn history. in fact, obama's half a billion dollar online fund-raising surpassed previous online fundraising records by millions.
indeed, the internet's potential began to be realized in the 2000 campaign when is the variety of online sevices were developed by the candidates, parties, news media, and group of all kinds. by canpiagn 2008, for example, the websites of many candidates used features such as online voter registration, online volunteer sign- up, online fund-raising, and video biographies. not only did the websites use these features, but also candidates frequently referred voters to their campaign websites in speeches.
in addition to the widespread use of candidates' websites, blogs began to have an impact in the 2004 and 2008 presidential campiagns, as well as in the 2006 and 2010 midterm elections. political blogs were pioneered with the first major liberal blog of mydd in 2001. since then, blogs have been responsible for giving unknown candidates a start and helping to ignite political movement around the country. this type of campaigning is now called"netroots" and is growing faster every year with more and more blogs being created by more and more bloggers, and larger numbers of people interacting through them. and since 2008, social networking site such as facebook, my space, and twitter have pushed online campaigning to a new levels. for example, in 2008 barack obama's facebook page counted over three million "friends " in short, advance in technology, as well as the advent of the single-is-sur group, the election law reforms, and the decline in the influence of political parties have combined to transform the nature and manner of our changes has been that we can scarcely aviod taking part in the campaign process. those who choose not to participate directly become involved at some level even if it is not only to explain to friends why they are rufusing to respond to a candidate's telephone survay, or why thay are turning off the television to avoid political programes and advistisements,"we must actively choose not to be active; hence we are participating symbolically even if not actually" because the political campaign is unbiquitous. somebody is always seeking elective offices, and the "somebodies" are no longer strangers but your neighbor, the clerk in the store, or the mother of your best friend. the modern campaign knows no season. it seems that as one ends another begins. candidates start running for office months and even years in advance pf the primary election. thus, campaigns are now an unavoidable part of our environment, forcing us to become consumers of political communication.
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