26 September 2007
Presidential Campaigns Take to the Internet
Activists use Web logs to rally support for their favorite candidates
Washington -- Previously, the best way for the average American citizen to get involved in a presidential campaign was volunteering to distribute flyers or to organize local campaign events. But today, thousands of Americans are getting involved in the 2008 campaign by logging onto the Internet and writing blogs.
Web logs, commonly called blogs, are Web sites written by individuals (bloggers) to express their opinions or thoughts much like an online diary. Individual bloggers write commentaries in support of their favorite candidates and debate the virtues of other candidates with other bloggers.
“What appeals to me about most blogs is … that they are written by people who are not controlled in any way, shape or form,” blogger Jeff Commaroto told USINFO September 7. “I like the idea that if they support a candidate or position, they tell me so. Not because they are employed by a campaign but because it’s the way they feel.”
Randy Calypso has been writing a blog supporting Hillary Clinton for president since May 2005, two years before she officially declared her candidacy. “I’m really excited about [this blog] and I’m really excited about the possibility of Hillary for America,” he told USINFO September 24.
Of course, campaigns also have been quick to adopt this new medium. All the presidential campaigns now maintain their own blogs, which detail the daily activities on the campaign trail. The bloggers on these sites are campaign staffers paid to write in support of a particular candidate.
The difference between professional campaign blogs and blogs written by amateur enthusiasts is important. Blogger Ethan Demme, who maintains a site supporting Senator John McCain, points out that while official campaign bloggers must deliver a specific message, independent bloggers can offer “constructive criticism” and suggestions for candidates they support.
Demme wrote an open letter to McCain urging him to “write some short blogs that don’t look like press releases” and to use the video Web site YouTube more often. Demme also noted that these sites are free; McCain’s campaign has struggled to compete with other candidates in attracting financing.
The low cost of new media outlets like blogs and the instant access they provide to voters are two of the main reasons presidential campaigns have been keen to capitalize on them. Campaigns are looking to facilitate involvement for their supporters at every level through a variety of Internet tools. Supporters can connect through online forums, find local events and donate money with a few clicks of the computer mouse.
Every campaign has an automated letter that supporters can e-mail to their friends. These e-cards can be personalized depending on the issue in which the individual has the most interest: send a letter about Hillary Clinton’s troop withdrawal plan; invite your friends to check out Rudy Giuliani’s Web site; or express your support for John McCain.
Some campaigns even offer tutorials on how to start a blog, teaching individuals how to generate a Web site in support of their candidate.
Senator Barack Obama has been in the forefront of using new media tools that are popular among many of his young supporters. Obama’s Senate Web site has podcasts (digital audio files) of his speeches in the Senate explaining his support for bills like new ethics legislation. Obama’s official campaign blog also has sought dialogue with other bloggers.
On Facebook, a social networking site popular with college students, approximately 330,000 people have joined the “Obama 2008” feature. Of those supporters, nearly 330 people are daily contributors to the Obama section of Facebook, adding pictures and quotes and participating in online discussions. The group, started by Farouk Aregbe in February, grows daily; new member Michael Rubenstein wrote: “Great use of Facebook. I hope more campaigns do something like this.”
Rubenstein’s wish came true, and now most campaigns maintain a presence on the Facebook site and other networking sites like Myspace, YouTube, and Flickr. Small icons at the bottom of each campaign Web site allow viewers to register themselves, for instance, as Hillary Clinton supporters on Facebook, or Giuliani supporters on Flickr.
Not all blogging is positive, and many campaigns already have experienced how a statement by a campaign staffer on a Web forum or a video of a candidate posted on YouTube can blow up into a scandal. Many professional journalists resent the influence bloggers can have on the media, and they object to the fact that some influential bloggers have been given press credentials usually reserved for professional journalists. Nevertheless, new media tools like blogging are highly influential and likely will play a major role as the 2008 race continues.
For more stories about the campaigns and candidates for the 2008 U.S. presidential election, see U.S. Elections.
