The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting – to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations. This volume examines the use of these media and considers the effectiveness of reaching voters through these channels. It explores not only the use of new media and technologies but also the role these tactics played in attracting new voters and communicating with the electorate during the 2008 presidential debates. Chapters focus on how the technologies were used by candidates, the press, and voters.
"The text should be valuable to scholars in political science and communication as a primer for what will surely be exponential growth in technological innovation in presidential elections for years to come." - Pete Bicak, Communication Research Trends
Chapter 1 "Shaping the New Presidential Campaign"
John Allen Hendricks and Lynda Lee Kaid
Chapter 2 "From Soundbite to Textbite: Election ’08 Comments on Twitter"
Chapter 3 "The Web 2.0 Election: Voter Learning in the 2008 Presidential
Terri L. Towner and David A. Dulio
Chapter 4 "Evaluating Candidate E-Mail Messages in the 2008 U.S. Presidential Campaign"
Andrew Paul Williams and Evan Serge
New Voices and New Voters
Chapter 5 "Campaign 2008: Comparing YouTube, Social Networking and Other Media Use Among Younger and Older Voters"
Paul Haridakis and Gary Hanson
Chapter 6 "When Bloggers Attack: Examining the Effect of Negative Citizen-Initiated Campaigning in the 2008 Presidential Election"
Timothy Fung, Emily Vraga, and Kjerstin Thorson
Chapter 7 "New Voices and New Voters: Ethno-Technology in Reactions to
Candidate Messages in the 2008 Campaign"
Hyun Jung Yun, Amy Jasperson, and Sindy Chapa
New Technologies and New Voices in Debates
Chapter 8 "CNN’s Dial Testing of the Presidential Debates: Parameters of Discussion in Tech Driven Politics"
Rita Kirk and Dan Schill
Chapter 9 "New Media’s Contribution to Presidential Debates"
Pamela Jo Brubaker
Chapter 10 "The Biden-Palin 2008 Vice Presidential Debate: An Examination of Gender and Candidate Issue Expertise"
Mitchell S. McKinney and Mary C. Banwart
Media Representations and Voter Engagement
Chapter 11 "Just a Hockey Mom with a Gun: Competing Views of Sarah Palin on CNN and FOX"
Maridith Dunton Miles, Lynda Lee Kaid, and Kendall Sharp
Chapter 12 "International Coverage of the U.S. Presidential Campaign: Obamamania Around the World"
David Painter, Eisa Al Nashmir, Jesper Strömbäck, Juliana Fernandes, Zheng Xiang, and Ji Young Kim