Use of New Media in Political Campaigning

Topics: Barack Obama, United States presidential election, 2008, Labour Party Pages: 8 (2989 words) Published: November 23, 2012

Introduction of New Media and
It’s Effects on Political Campaigning
Ammara Mahmood

In the campaigning of all United States, Canada and Britain for the elections 2008/2010/2011, the role of new media was vital. It started off with Obama’s campaign in 2008 and is still carried on in elections after that. This paper looks at the use of new media by parties in the three countries and how their use of media differed in the dated elections. For this, the paper explores three key concepts of new media that have affected politics: 1- What was the party’s goal or strategy?

2- How did the party execute its goal or strategy?
3- In what way was each party’s strategy a success or failure? With the use of quantitative and qualitative data, the hypotheses shows that new media’s introduction in political marketing has impacted and evolved the campaigning strategies since 2008. It shows new media has been a major component of campaign strategies for educating voters, informing citizens about electorates, party’s ideals and resolutions and how the use of mass media though still present has declined due to the arrival of new media. The findings suggest that new media has been a major source of campaign financing in US while in Canada, it has been a way of educating voters. Contrary, in Britain, it has more been used as a side tool where mass media is still a major component of campaigning.

Introduction of New Media and
It’s Effects on Political Campaigning
Living in new digital reality means that citizens must accept the changes it will bring to their culture and society. While the mass media provided people with a platform to raise their voice and be heard, the new media has given people a chance to interact. The need of humans to constantly be conversed, heard, and feel valuable is what the new media provides. These qualities of new media has enabled it to move from the basic realm of our daily lives to other important aspects of our lives of which one is, the arena of politics. With the introduction of the new media and its varying forms, politics and the idea of interaction with leaders and parties has revolutionized. This paper argues that the use of new media has changed the notion of politics, with the leaders and parties now bounded to learn new ways to interact and stay connected if they are to leave a mark and succeed. This will be shown through the differing use of new media in relation to party’s goals and strategies, their execution and success or failure in United States of America (USA), Britain (UK) and Canada for the elections of 2008/2010/2011. New Strategies

With the dramatic changes in telecommunication technology, the way people interact and the way politics functions have been transformed. There have been several new media strategies to engage voters and money in the three countries. Firstly, with the expansion of broadband technology, and the introduction of smart phones, the world of politics has become more interactive. New media has provided people with a cheaper method to constantly interact with their leaders, parties and be informed about them without having to physically travel to attend debates or political rallies. Also, this has allowed for web-accessible information to the public where there is no more need for pamphlets, brochures or posters to be accessed and dropped off at people’s houses. People can now sit in the comfort of their homes and get all the information they need about their candidates, and parties. The paper, Reform in an Age of Networked campaigns mentions, “Broadband has acted as a force multiplier in the creation of a more distributed computing environment” (Corrado, Malbin, Mann & Ornstein, 2010). Secondly, the new media has allowed for different types of political organizations and networked communities where people can mobilize and act together around a certain issue or political point of view through use of social media...

References: Bamieh, M. (2010). British general election 2010 — learn social media by example.
Socha , B., & Eber-Schmid, B. (2012). What is new media?.
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Williamson, A. (2010). 2010: The internet election that wasn’t. Political Insight,
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Appendix A (McCracken, 2008)
Appendix B (Bamieh, 2010)
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