Suchergebnisse

Blogs, Web pages that are frequently updated with posts arranged so the most recent post is at the top of the page, were widely adopted by candidates in the 2004 campaign. These online tools that are popular with young voters, though widely adopted as a "hip" technology, fell short of successfully targeting young voters. This content analysis found only 8% of all campaign posts on the official major-party candidate Web sites targeted youth ( N = 106). Although Bush published fewer posts overall, he produced more youth-targeted posts than Kerry. The topics of posts, issues, and message strategies used in youth-targeted posts were analyzed. Additionally, the use of images was explored. The article concludes that campaigns failed to fully employ blogs as a strategic tool to reach out to young voters.

This study investigated impression management tactics and self-presentation on popular A-list blogs. Building on Goffman's constructs of self-presentation and operationalizing impression management strategies, this study content analyzed the most-linked-to blogs. A-list bloggers reveal more information about themselves than other bloggers and actively engage in impression management. Differences in blogs based on gender confirm traditional gendered online behavior. Findings indicate the diversity of blogs and encourage researchers to understand the pieces of blogs before purporting to understand the medium as a whole.

Candidate e-mail messages play an increasing role in online, candidate-controlled media. E-mail messages allow candidates to directly contact voters, serving as political marketing tools. This study content analyzed the universe of campaign e-mail messages ( N = 78) from the Bush and Kerry campaigns during the general cycle of the 2004 presidential election. Results indicate that as key election events drew near, candidates increased the number of e-mail messages they sent. Direct address (using you) in the e-mail messages occurred at a statistically significant higher level than expected. Candidates used e-mail messages for promotion more often than opponent attacks. The study also investigated issue coverage, message strategy, and interactivity. The findings indicate that e-mail messages are potent instruments because they can be forwarded to myriad nonsubscribers. As such, candidate e-mail messages can be considered a form of viral marketing that offers a unique way to overcome the problem of selective exposure.

Discusses campaign strategy using e-mail in political marketing, focusing on content of messages and timing, by Republican Governor Jeb Bush and Democratic opponent Bill McBride.

This study examined the immediate coverage of the 2003 Iraq War on the home pages of 246 international news Web sites. The results show that most of these online publications provided coverage and made Gulf War II their top story only hours after the war began. However, foreign news sites framed the war differently than U.S. sites. Domestic news sites focused more heavily on the military conflict, human interest, and media self-coverage while the responsibility frame was more common for international sites. Also, online news coverage in countries officially supporting the war was more positive than in the countries opposing the war. The implications of these differences are discussed, and examples to illustrate the differences are offered.