The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations. This volume examines the use of these media and considers the effectiveness of reaching voters through these channels. It explores not only the use of new media and technologies but also the role these tactics played in attracting new voters and communicating with the electorate during the 2008 presidential debates. Chapters focus on how the technologies were used by candidates, the press, and voters.
Recenzijas
"The text should be valuable to scholars in political science and communication as a primer for what will surely be exponential growth in technological innovation in presidential elections for years to come." - Pete Bicak, Communication Research Trends
Preface
New Technologies
Chapter 1 "Shaping the New Presidential Campaign"
Chapter 2 "From Soundbite to Textbite: Election 08 Comments on Twitter"
Chapter 3 "The Web 2.0 Election: Voter Learning in the 2008 Presidential
Campaign"
Chapter 4 "Evaluating Candidate E-Mail Messages in the 2008 U.S. Presidential
Campaign"
New Voices and New Voters
Chapter 5 "Campaign 2008: Comparing YouTube, Social Networking and Other
Media Use Among Younger and Older Voters"
Chapter 6 "When Bloggers Attack: Examining the Effect of Negative
Citizen-Initiated Campaigning in the 2008 Presidential Election"
Chapter 7 "New Voices and New Voters: Ethno-Technology in Reactions to
Candidate Messages in the 2008 Campaign"
New Technologies and New Voices in Debates
Chapter 8 "CNNs Dial Testing of the Presidential Debates: Parameters of
Discussion in Tech Driven Politics"
Chapter 9 "New Medias Contribution to Presidential Debates"
Chapter 10 "The Biden-Palin 2008 Vice Presidential Debate: An Examination of
Gender and Candidate Issue Expertise"
Media Representations and Voter Engagement
Chapter 11 "Just a Hockey Mom with a Gun: Competing Views of Sarah Palin on
CNN and FOX"
Chapter 12 "International Coverage of the U.S. Presidential Campaign:
Obamamania Around the World"
John Allen Hendricks is Director of the Division of Communication and Contemporary Culture, and Professor of Communication at Stephen F. Austin State University. He is the co-editor of the book Communicator-in-Chief, and he has published numerous journal articles and book chapters on political communication. He is also the author of The Presidency and Social Media.
Lynda Lee Kaid is Professor of Telecommunications and Research Foundation Professor at the University of Florida. A Fulbright Scholar, she has also done work on political television in European, Asian, and Latin American countries, and is the author/editor of more than 25 books on political advertising and political communication.
