The Shift Over Time

The shift to this new era of digital campaigns took place over time. At the beginning of internet campaigning in 1996, the internet was used the same ways that other media were used. Foot and Schneider refer to this usage of the internet as “brochureware.” Candidates simply posted the same information in a non-interactive electronic format, essentially creating a second copy of what they already circulated. Foot explains why campaigns were reluctant to tap into the resources that the internet offered: “Web production decisions made by a campaign reflect the inherent tensions between a desire to maintain control over messages and resources and the generally decentralizing dynamic of Web-based communication. On one hand, campaigns want to inform as many prospective voters as possible; on the other hand, they want to control the information that is disseminated about the candidate." Campaign strategists were too frightened to rely on the new media to carry their campaigns to fully utilize the assets offered online, so instead they used the internet to do what they had already been doing.

Over time, candidates began using the internet more creatively, using it as an additional resource for their campaign rather than an iteration of the same materials. However, in 2004 and especially 2008, it became necessary to utilize the new media to avoid appearing old fashioned or out of touch with the electorate. Fully 68 percent of people 18 years and older went online to get their news in 2005, according to a poll by the Pew Center. For those younger than 18, the figure rose to 81 percent (Wayne 203). Without using the internet, candidates could never fully capture the attention of the digital generation. In an effort to reach more voters, candidates began providing electronic features that allowed users to participate in their campaigns in various ways.

For the first time, in 2008, new media truly affected the election process. Now, more people have access to the internet, and it is more important to citizens than ever before to be able to get information on the go. Though the seeds were first planted in 1996, 2008 saw the emergence of a strong digital momentum provided by the new media’s growing impact on American culture. In the 2008 election cycle and beyond, the new media played and will continue to play an important role in elections.