Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 25 July 2021

Abstract and Keywords

This chapter evaluates a number of positive claims surrounding the role of the Internet in campaigns and elections. It is observed that the Internet is becoming embedded within campaigns and elections. Capturing the influence of any campaign, or isolating the impact of any specific tool or aspect of a campaign, is at best a highly complex moving target. The hypermedia campaign must allow for and expect the ‘decomposition and recomposition of messages’. The chapter recognises that, to be successful, one must both produce and join the communication ecosystem. Investigating the campaigns of Howard Dean, Segolene Royal, and Barack Obama can help explain the evolution in adaptation to such campaigns. Engagement with election campaigns is being determined by the Internet. In general, the political campaign communication has been transformed, but only to an extent.

Keywords: hypermedia campaign, election campaigns, elections, Internet, Howard Dean, Segolene Royal, Barack Obama, political campaign communication

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.