| Initially digital communication was used primarily as a digital advertisement. Digital communication has matured and serves a valuable role for politicians and governments alike, through such campaigns as Calgary Mayor Naheed Nenshi's 2010 election campaign. Digital communications continue to be used for new means, including sharing information and fundraising, with increased levels of success. The historical challenge of engaging youth aged 18-30 in civic activity and the documented high adoption rates among youth of digital communication tools such as social media, smart phones and Web 2.0 has created opportunities to engage youth by entering their digital environments. The study explores Nenshi's campaign as a case study, exploring primary and secondary data to assess the ability to engage youth through the implementation of a digital communication strategy. |
