The Internet’s Role in Political Campaigns

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The results clearly showed that while Web use by political candidates increased dramatically since 2002, politicians are still failing to take advantage of all the Internet has to offer. Ninety six percent of this year’s Senate candidates have active websites, while only 55 percent of candidates had websites in 2002. While most candidates use a set of core Web tools, the majority of candidates are refraining from using newer and more sophisticated Web strategies, such as blogs and podcasts, on their campaign websites. Only 23 percent of Senate candidates are blogging, just 15 percent offer Spanish alternatives to their websites, and an even smaller number of candidates, 5 percent, maintain podcasts. In contrast, between 90 percent and 93 percent of candidates offered biographies, contact information, and online donations on their websites. It is obvious from these results that despite a general increase in the use of the Internet for political campaigns, candidates are still hesitant to pour finite financial resources into new campaign strategies.

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