New Media Technology: Does it Drive Election Campaigns?



New media technology such as the internet and social media sites have attributed to news ways for politicians to care out their political campaigns. With the birth of social media, politicians have found it to be a useful resource in reaching a larger audience. This has been especially useful since, in the U.S., political campaigns are funded by fundraising (Karlsen, 2010). Social media accounts have made it easier for politicians to raise money for campaigns with things such as GoFundMe and posting to social media. In 2008, Barrack Obama got much of his campaign funding from online, with the use of social media and fundraising websites (Karlsen, 2010). With being able to raise money on social media, politicians are able to spread their campaign further. This is to say with having an online presence, they are able to reach people they would not have reached otherwise. Those who support a politician share their funding page, and friends of that individual are then "exposed" to a candidate they may not have known about or been interested in before.


In this video, Lucian Despoiu discusses how political campaigns have been impacted by social media. He talks about the different types of power that exist and how those powers contribute to politics. Media power, which he describes as our daily activities online (such as fighting for causes or raising awareness for certain things), attributes to political power. Political power and media power work together to create more powerful political campaigns (Despoiu, 2014). This happens all over the world, not just in the U.S., and it has changed the way politicians approach political campaigning. Social media has become an essential and necessary part of any political campaign given the prominence of social media in culture. Without some kind of social media presence, political campaigns would, most likely, be less effective.

Resources:

Despoiu, L. (2014). Political campaigning in the digital age. TEDx. Retrieved from https://www.youtube.com/watch?v=sTgOUL0iYW8.

Karlsen, R. (2010). Does new media technology drive election campaign change? Information     Polity: The International Journal of Government & Democracy in the Information Age, 15(3), 215–225. Retrieved from https://doi-org.ezproxy.snhu.edu/10.3233/IP-2010-0208.
 

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