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Title:
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THE DEAN CAMPAIGN: A CASE STUDY IN ONLINE INTERACTIVE CAMPAIGNING |
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Author(s):
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Keri Carpenter |
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ISBN:
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972-98947-5-2 |
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Editors:
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Pedro Isaías, Piet Kommers and Maggie McPherson |
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Year:
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2004 |
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Edition:
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2 |
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Keywords:
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Online political campaigning, digital democracy. |
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Type:
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Short Paper |
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First Page:
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1138 |
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Last Page:
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1148 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Online campaigning has become increasingly important to political campaigns in the United States and elsewhere. The
Howard Dean for President campaign became a poster child for utilizing the Internet to mediate communications and
inviting people to participate meaningfully in a campaign. While Dean was neither the first candidate to use online
campaigning, nor did he win the Democratic nomination for the general presidential election, his campaign was notable
in two intertwined respects: the enormous amount of time and attention that it paid to online campaigning and the culture
of openness that encouraged and expected supporters to take autonomous action on behalf of the campaign, mediated via
the Internet. The amount of energy and resources that were spent in creating and deploying online tools to generate
participation cannot be overemphasized. In this paper, we will briefly describe how online interactive tools became so
central to the campaign and describe the tools which the campaign utilized to achieve its goals: the website, online
contributions, the blog (or weblog) and Meetups. While the campaign itself is now defunct, the importance of the
medium and the tools employed is not -- as most of the tools that were brought to the fore by the Dean campaign have
been co-opted by the two candidates left in the presidential race, Democrat John Kerry and the Republican George W.
Bush. |
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