Presidential Politics 2.0
Six million dollars collected in 24 hours. Thirty-two million donated in a single month. How did U.S. presidential hopefuls Ron Paul and Barack Obama accomplish these respective feats of campaign fund raising? Largely through the Web.
The amounts are unheard-of in direct mail or phone solicitation, and a keen point of interest for Bentley professors Christine Williams and Jeff Gulati.
The International Studies Department colleagues have spent more than a year studying the web sites of those vying for the Oval Office in 2008. In regular visits to the Democratic and Republican candidates’ sites, Williams and Gulati monitor how they are using the technology to position themselves, articulate issues, and connect with voters.
“When it comes to fund raising, a web site can provide an important edge,” says Williams, who has studied presidential candidate web sites since they arrived on the scene in the 1996 race, with subsequent studies in 2000, 2004 and in 2006. Gulati joined her for the past four years.
“From the voter’s perspective, a web site is a terrific tool to find out where candidates stand,” adds Gulati, whose research centers on effective two-way communication between politicians and constituents. “The more informed voters are, the better.”
Online Outreach
Campaigns also use their sites as a tool for internal organization. For example, some have a social networking component that enables visitors to post a profile and communicate with likeminded individuals. The information can be used to generate lists of local supporters who may be tapped for in-person contact or events.
Helping supporters display their affiliation is another function of candidate web sites, say Williams and Gulati. Campaign buttons, hats, T-shirts, bumper stickers and lawn signs are available with a few clicks of the mouse. The transactions provide valuable demographic information to campaign organizers.
Still, the Bentley researchers see lots of untapped potential. “The Web is an effective vehicle for making those who are already involved feel closer,” explains Williams. “But it’s hard to determine how many from this vast new online audience have turned that interest and involvement into traditional offline political participation.”
One avenue for attracting and engaging new supporters would be to capitalize on interactive features, like online chats and virtual town hall meetings. “The Web is supposed to allow things like that to take place,” she continues. “But candidates would have to cede control to voters, which they don’t like to do.”
Television: Still Plugged In
Moreover, a fuller use of technology would require campaigns to boost resources dedicated to their online presence – a difficult commitment when every available dollar is saved for traditional media.
“Candidates are using web sites to raise money quickly and efficiently, but they’re spending almost all of that money on television spots,” Gulati says, smiling at the paradox. In the end, he says, a candidate’s web site is “nowhere near as important as television ads or grassroots organizing.”
The Bentley team will continue its work until the White House has a new resident. “We’re watching trends to see what fizzles out and what takes off,” Williams says. “There are some pretty interesting uses of technology out there.”
Topping the list are candidate profiles on social networking sites such as Facebook and MySpace. “That began in 2006 and is big in this election,” she says. “But not many have populated their profiles with anything beyond the basics.”