Democracy Goes Digital

Candidates and their campaigns on the internet

The internet was developed in the late 20th century as a tool for communication and to share information with each other. The internet has had a penetrating impact on modern life, including political campaigning. The internet introduced a new form of political engagement, allowing candidates to reach voters in new ways that have never been possible. From emails to websites, the internet has reshaped how candidates interact with citizens, mobilize supporters, and win elections. 

The internet’s role in political campaigns really picked up during the mid-to-late 1990s. As the web expanded and became more accessible to the general public, candidates began to realize the potential the internet could have in campaigning. The 1996 presidential election was one of the first elections where candidates used the internet in a significant way. The Republican nominee, Bob Dole, and the Democratic nominee, Bill Clinton, created a website for their campaigns providing information on their policies and candidacy. These websites were nothing like the ones we have today. The Clinton and Dole websites were more like digital brochures. Email lists were also another option for candidates. These emails allowed candidates to reach supporters and voters directly, which helped to create a more personal relationship with their supporters. Campaign presence on the internet was very limited, but it laid the groundwork for the more complex uses of digital media to come. 

Along with the internet came the first forms of social media. Social media in the mid-2000s was websites instead of apps, including platforms like Facebook, Twitter, and YouTube. These new platforms provided another way for candidates to interact with voters, but they could now interact with them in real time by responding to questions and engaging in conversations. Candidates could amplify their objectives, gain grassroots support, and gain supporters and volunteers way more effectively than before. Barack Obama’s campaign in 2008 was the first to utilize social media platforms, primarily Facebook and Twitter. His goal by using these platforms was to reach the younger audience. His campaign tailored ads and emails to different groups of voters based on their demographic and interests; this was the introduction of micro-targeting. His campaign team also utilized YouTube, sharing videos of his speeches, candid moments, and campaign ads. The videos also allowed voters to feel more connected to the candidate, and created a sense of transparency. Voters would share these videos, spreading the content farther and to more people. Social media made it possible for candidates to gain grassroots support, spread their messages, and gather more supporters and volunteers. 

Between the 1990s to the early 2000s, the internet has drastically changed how candidates run for office. It has made information more accessible, allowed candidates to micro-target, and provide candidates with more tools to mobilize and engage voters. As technology continues to evolve, the internet will remain a key factor in shaping future campaigns.

Sources:

Fernekes, Collier, Harbath, Katie."A Brief History of Tech and Elections: A 26 Year Journey." Bipartisan Policy Center, September 28, 2022. https://bipartisanpolicy.org/report/history-tech-elections/.

"How Presidential Candidates Use Web and Social Media." Pew Research Center: Journalism Project, August 15, 2012. https://www.pewresearch.org/journalism/2012/08/15/how-presidential-candidates-use-web-and-social-media/.

Wihbey, John."Effects of the Internet on politics: Research roundup" Journalist's Resource, March 15, 2013. https://journalistsresource.org/economics/research-internet-effects-politics-key-studies/.