Television to Internet

Television once revolutionized the way for politicians to communicate with the electorate only now to be replaced with the Internet. Democrats and Republicans are realizing this trend, and in turn, are re-organizing their campaigns to create interactive websites, candidate party blogs, utilizing text messaging, and using the internet for get-out-the-vote efforts and campaign rallies (Nagourney 1).

“Television advertisement is diminishing in influence…and facing additional challenges as campaigns experiment with technology that allows direct messaging to more specific audiences…” (1). Reliance on traditional TV ads is decreasing as voters are “tuning in” online. President Bush’s media consultant, Mark McKinnon, said television advertising, while still critical to campaigns, had become markedly less influential in persuading voters…” (2). Candidates must compete with the successful blogs and play a game of catch up to make statements of their own. Instead of videotaping political rallies, candidates “are now videotaping responses to videotaped questions, with the entire exchange posted on blogs” (2). This effort can reach many more people than a televised political rally and can be viewed an infinite number of times.

Candidate blogs are also much less costly than television advertisements as well, saving campaign money for other vital outlets like traveling the country. A prime example of the presence of the internet outreach is the fact that many candidates are now hiring blogging consultants to help form the image of their campaign.

Furthermore, in a matter of opinion, television has become an outlet less used then the Internet. How many people have the time to sit and watch television all night long? Rarely anyone, but today people are constantly on the Internet, viewing different websites, and catching a glimpse of an advertisement about a proposition trying to be passed in state election, a link to a blog on a candidate, or even a small opinion poll. This allows the everyday person to take an active roll in the current political system.

Unlike TV, Internet viewers do not have to be on a certain channel at a certain time. With information being presented so quickly and efficiently on the Internet, people are no longer required to be at home or in the car to view political material, when now such information is accessible at work.

Source:
Nagourney, Adam. "Politics Faces Sweeping Change Via the Web." New York Times 2 Apr. 2006. 31 Oct. 2006 .