Digging for votes: An analysis of 2008 presidential candidates' use of new media

The 2008 U.S. presidential campaign has exploited Internet technology more fully than any previous campaign. This thesis examines the online public relations techniques employed by four presidential candidates: John McCain, Hillary Clinton, Barack Obama and Ron Paul.;The thesis discusses the ways in which each Web site informs visitors about the campaign, its activities, successes and goals. It then analyzes the ways in which the Web sites involve and attempt to connect with visitors through interactivity. Finally, it looks at how the sites mobilize supporters to send funds for the campaign, generate buzz and influence others to vote for the candidate, as well as showing up to actually vote for the candidate. The focus is on how each campaign team performs these functions in targeting their audiences, branding the candidate's image, and designs the campaign Web site.;This study concludes with suggestions for future research on Internet campaigning.