November 02, 2005
Web/Internet & the 2004 Elections: Mobile Presage?
I recently came across a series of articles/studies conducted by the Pew Internet & American Life Project about internet (Web) usage in the 2004 campaign. The conclusion of these studies: the internet had a big impact. Uh huh.
It doesn’t seem like 2004 was that long ago – it's so plainly obvious now - but the conclusion of these studies makes it evident that there was a question as to the efficacy of the Web in political campaigns prior to ’04.
And then I had lunch with some folks today and we were talking about the boom years in SF – when the first URLs were printed on billboards on 101 and DJs started asking people to visit their Web sites: the halcyon Web wonder years.
Of course, mobile feels a lot like the Web in ’96 – and, politically, it seems to be in a similar moment. Voters in 2008 are 15 years old today. They’ve grown up with SMS. They use it as genY uses email. So, clearly, at some point, there will be a study that says “mobile phones and SMS had a big impact on the election.” It’ll probably be in the Fall of 2008, but not too many people have yet come to this realization.
I thought it might be illuminating to browse through highlights of these Pew Internet articles – looking for similarities – looking for trends that might play out again in future elections (see review below). Of course, it won’t play out the same way – mobile being quite a different medium – but it will play out – and the savvy early adopters will gain some advantages as Dean did. Of course, they’ve got to capitalize on the advantages (as Dean didn’t).
Pew Internet Campaign 2004 Hightlights:
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In 2004 75 million Americans (37% of the adult population and 61% of online Americans)used internet to get news, discuss candidates, and participate in the political process.
18% said that internet was primary src of political news.
http://www.pewinternet.org/PPF/r/150/report_display.asp
Pew/Internet Survey
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“internet has become an essential medium of American politics”
Dean innovated via campaign manager Joe Trippi. Five core innovations:
1. news-pegged fundraising appeals. Taking cues from Moveon.org. Gives quick results to donors, generates media.
2. meetups & net organized gatherings
3. blogging. Creates social bonding and grassroots organizing
4. online referenda – asking the constituency what they want – a tool to engage public support
5. decentralized decision-making. “you have the power.” Left local supporters to campaign as they saw fit.
Dean’s early success showed “political professionals that henceforth they had to take the internet seriously.”
2004 national conventions were first in which pres candidates showed their acceptance speeches via the web.
Jibjab’s cartoon “this land” drew over 10 million unique visitors in july alone. Illustrated utility of web videos as campaign tools. Use web to test videos before ad buys, to raise money to do the ad buy, attract attention.
Bush used internet primarily to grass roots organize and mobilize. Kerry to fundraise.
Internet made a difference in 2004 race. “the numbers of adult Americans who relied on the internet to learn about the campaigns, to help make up their minds, to help others make up theirs, and to register and vote is simply too large relative to the final margin to think otherwise.”
The internet and campaign 2004
Commentary by Michael Cornfield
http://www.pewinternet.org/pdfs/Cornfield_commentary.pdf
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“the internet contributes to a wider awareness of political arguments. Fears that use of the internet might hurt healthy democratic deliberation are not borne out by online behavior”
internet users will have greater exposure to arguments that challenge their views
Pew/Internet
The internet and the democratic debate. 10.27.2004
http://www.pewinternet.org/PPF/r/141/report_display.asp
Posted by ben at 04:52 PM | Comments (0)