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Abstract ▼ AI-Helper

This study aims to provide a solid and systematic investigation for the characteristics and effects of web campaign strategies emerged during the 2008 U.S. presidential election with a specific focus on the role of social media. Obama’s social media campaign well shows a good evidence for a typical ...

This study aims to provide a solid and systematic investigation for the characteristics and effects of web campaign strategies emerged during the 2008 U.S. presidential election with a specific focus on the role of social media. Obama’s social media campaign well shows a good evidence for a typical mobilization effect through the Internet. A series of case studies on the online-based political process supports two contrasting hypotheses for the political effect of web technology. One is the reinforcement hypothesis that the political use of web technology is likely to consolidate the position of either the existing force or starting runners. The other is the mobilization hypothesis that it rather facilitates the political mobilization of the rising force or late starters. Among our research findings, some results that support the mobilization hypothesis verify that, under favorable circumstances with a large-scale web infrastructure and deregulatory web campaign, weak candidates could harvest a fruitful outcome by pursuing a web-based electoral paradigm(strategy), creative pre-occupation strategy for major web spaces, voluntary organization of netizen supporters. In the aspect of research method, this paper attempts to systematically utilize various sorts of data including the survey data from Pew Research Center. It also tries to deepen its theoretical and empirical applicability by data sets for online participant observation and web feature analysis constructed by ourselves.

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