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Traditional forms of political participation, including the act of voting, have steadily decreased in the United States since the 1960s. This Capstone project explores whether or not political campaigns could motivate new forms of political participation by incorporating a new media strategy into their overall campaign marketing plans and communications. After conducting primary and secondary research, this Capstone concludes that political campaigns need to promote opportunities for participation in the election process by developing new media strategies, sharing relative and interesting information, monitoring popular issues, engaging in transparent and consistent online conversations, and motivating participation by calling constituents to action.
Citation preview
Developing a New Media Communications Strategy to
Increase Political Participation
Rachel Louise Dodsworth
University of Denver University College
Capstone Project
for
Master of Professional Studies
Organizational and Professional Communication
November 8, 2010
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Abstract
Traditional forms of political participation, including the act of voting,
have steadily decreased in the United States since the 1960s. This Capstone
project explores whether or not political campaigns could motivate new
forms of political participation by incorporating a new media strategy into
their overall campaign marketing plans and communications. After
conducting primary and secondary research, this Capstone concludes that
political campaigns need to promote opportunities for participation in the
election process by developing new media strategies, sharing relative and
interesting information, monitoring popular issues, engaging in transparent
and consistent online conversations, and motivating participation by calling
constituents to action.
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Table of Contents
Abstract .............................................................................................ii
Introduction ....................................................................................... 1
Problem Statement ..................................................................... 2
Statement of Goals and Objectives................................................ 4
Review of Literature ............................................................................ 4
Voter Turnout ............................................................................ 5
The Internet & Social Media ......................................................... 9
New Forms of Political Participation ..............................................14
Successful New Media Communication Strategies...........................16
Design and Implementation.................................................................18
Work Plan, Methods and Procedures.............................................18
Quantitative Survey ...................................................................19
Results .............................................................................................20
Discussion ........................................................................................28
Develop a New Media Strategy ....................................................30
Share Information .....................................................................31
Monitor & Engage ......................................................................33
Motivate Participation.................................................................36
Measure Results ........................................................................37
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Areas for Further Research..................................................................40
Strengths & Limitations ......................................................................41
Conclusion ........................................................................................42
References........................................................................................44
Appendices .......................................................................................49
Appendix A: Informed Consent Form............................................49
Appendix B: Complete Survey Questions ......................................51
Appendix C: Full Electronic Survey Results ....................................58
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Introduction
Political participation is the foundation for creating and maintaining a
truly representational and successful democracy. In the United States, voter
turnout has been steadily declining since the 1960s at a rate of 1.2 percent
every four years (Wattenberg 2002, 6). Many scholars argue this decline is a
danger to American democracy because “the nation that prides itself as
being the best example of government of, for and by the people will
continue to drift towards a government of, for and by the interested few”
(Doppelt and Shearer 1999, 12). A study by the United States Department
of Commerce reveals the “least interested few” and indicates that the
decline in voter turnout can be largely attributed to factors related to age,
education, income, and race (1991). Low turnout by these groups results in
high underrepresentation relative to their percentage of the total voting-age
population in the United States.
If high voter turnout is the key to an effective and representative
democracy, why are political campaigns not developing new communications
strategies to motivate increased political participation of voting age citizens,
including those in underrepresented groups? Active political participation is
essential to the electoral process, but many Americans fail to take advantage
of their right to vote. What new technology and social media tools could
political campaigns use to communicate with potential voters in order to
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motivate active political participation in the midst of overall declining voter
turnout?
For the purposes of this Capstone project, “motivate” is defined as the
process by which political campaigns could provide more relevant, updated
information with improved communication through the use of new
technologies and social media tools, so they can help establish positive social
changes to increase active political participation and voter turnout.
Campaigns traditionally could dictate one-sided information to the public
because voters were viewed as inactive participants in political
communications. Now, campaigns must utilize new technologies and social
media tools to provide potential voters with greater transparency, education,
and engagement, while also allowing potential voters to become active
participants in the electoral process in order to stimulate increased political
participation.
Problem Statement
Political campaigns need to develop new media communication
strategies to effectively facilitate positive, active participation of the public in
order to increase voter turnout and representation. Low voter turnout is a
problem because it leads to unequal representation of certain demographics
in the United States, which creates policies that are more partial toward the
active voters. Political strategists Burkhart et al. (1972) reason that one of
the key effects of low voter turnout and “apathy toward political participation
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is that the political process tends to be dominated by, and run for the benefit
of, a small minority… (2). This leads to the further isolation of low voter
turnout groups in the electoral process, because policies and campaigns are
not geared to the underrepresented needs. Doppelt and Shearer (1999)
researched voter turnout in the United States trends, and argue the reason
younger, poorer, and less educated people vote less is “because the political
system tends to isolate them, to cause and entrench apathy” (9).
The increased political participation during the 2008 presidential
election is attributed to many factors, but largely correlated with the Obama
campaign’s effective use of online and social media communications to
promote political participation and information sharing. A report on the
Obama for America campaign by strategists DiJulio and Wood (2008) found
that the groundbreaking new media program “was truly impressive, resulting
in an email list of 13 million individuals, five million friends on various social
networks and half a billion dollars raised” (4). The Obama campaign made it
easy for the typically inactive youth to communicate, organize, and find the
information needed to participate politically and vote.
Research highlights these online and social media tools have the
potential to increase political participation for a number of reasons including:
online interactive capacities that allow certain forms of political activity to be
conducted more easily; vast amounts of political information could have the
effect of lowering the costs of acquiring political knowledge and stimulating
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political interest; online capacities to facilitate mobilization to take political
actions; they allow larger, diverse groups to form and mobilize (Smith et al
2009, 13). As traditional forms of political involvement are decreasing,
political campaigns need effective online and social media communications
strategies to stimulate new forms of active participation and motivate
typically inactive voters.
Statement of Goals and Objectives
The intention of the current Capstone project is to research how
political campaigns could utilize new technologies and social media tools to
create new communications strategies that could improve information
sharing and motivate citizens to be more active in political participation. To
do this, the Capstone focuses on three major topics: First, how political
campaigns generally communicated with voters and how new technologies
and social media tools change the dynamics of these communications;
second, why political campaigns must utilize these new tools and how this
could help increase active political participation, especially with regard to the
underrepresented groups; and third, what recommendations can be made
for developing new strategies to utilize these new technologies and social
media tools.
Review of Literature
This review of literature contains an analysis of political participation in
the United States and the new online and social media tools that promote
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new forms of participation. To understand and advance political participation
in today’s environment, it is important to examine the role and scope of
online and social media communication strategies. The emerging trends
show that online and social media tools allow political campaigns to develop
new communication strategies to successfully motivate new forms of political
participation. Successful campaigns integrate online and social media tools
with their overall communication strategy.
For the literature review, numerous types of sources were consulted,
including national studies, polls, news articles, online journals, books, and
government reports. The main ideas to be addressed in this review of
literature are the effects of voter turnout, what online and social media tools
are, how political participation and communication are changing, and
successful political campaign communications strategies that utilized online
and social media tools.
Voter Turnout
Information sharing and political participation are the pillars to a
successful democracy. In fact, most political and government scholars argue,
“Citizens’ engagement in democratic processes is a necessary condition for a
healthy, function democracy” (Scheufele 2001, 20). Voting is the foundation
of citizenship in a democracy, but many Americans do not participate in this
fundamental aspect of the electoral process. United States citizens are
reminded each election cycle that fewer voters are turning up at the polls as
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compared to most other democracies. Political scientist Robert Putnam
states that the United States voter “turnout rate ranks us just above the
cellar—narrowly besting Switzerland, but below all twenty-two other
established democracies” (2000, 31). In fact, voter turnout has been
steadily declining in the United States since the 1960s.
Political scholars have examined trends and patterns associated with
voter turnout and have reached a general consensus on why Americans
currently fail to vote. A report by the Census Bureau (1991) found that voter
turnout is related to the following characteristics: likelihood of voting is
higher with age; chances of voting increases with education; persons with
higher incomes are more likely to vote; the Midwest leads the way;
homeownership and length of residence make a big difference; the gap
between whites and blacks has closed; and most workers employed in the
public sector vote. Political researchers Doppelt and Shearer (1999) note
that reasons for not voting include, “few real choices, time, too many
elections and jurisdictions, elections on the wrong day, inadequate civics,
the tone of the campaigns, media focus on the horse race, the decline of
political parties, and a reluctance to serve on juries” (11). Political scholar
Bruce Bimber reasons that low voter turnout results from the resonation of
problems in the United States including the following: “the distortions of
money and campaign finance arrangements, low public trust, a political
culture dominated by marketing and polling, and the profound influences of
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one particular technology, television” (2003, 1). Low voter turnout is often
associated with people’s feelings of disenfranchisement in the political
process.
One of the impacts of low voter turnout is that underrepresented
groups vote in numbers disproportionate to the size of their group (United
States Census Bureau 1991). For example, information from the United
States Census Bureau demonstrates that, in the 1996 presidential election,
18 to 24-year-olds comprised 13 percent of the adult population and those
65 or older made up 16 percent (1991). However, 18 to 24-year-olds only
made up seven percent of all voters, while the 65 and older population
accounted for 20 percent (1991). U.S. Census Bureau information from the
2008 presidential election highlighted that 18 to 24-year-olds made up 13
percent and those 65 and older made up 16.5 percent of the adult
population, while during the 1996 election 18 to 24-year-olds made up 10
percent of all voters, while the 65 and older population accounted for 19
percent (2009). These statistics illustrate the potential shift in voter turnout
that could allow for greater voter proportionality for the typically
underrepresented groups compared with the overall populations.
A recent Gallup Poll found if young people were to vote at about the
same rate as older people, election outcomes would be affected (Moore
2010). The United States Census Bureau reported “voters 18 to 24 were the
only age group to show a statistically significant increase in turnout,
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reaching 49 percent in [the] 2008” presidential elections (2009). Young
voters preferred Obama to McCain 68 percent to 30 percent, and this
afforded him the highest share of youth votes for any candidate since 1976,
when exit polls began reporting by age (Dahl 2008). Dahl (2008) quoted
John Della Volpe of the Harvard Institute of Politics, who stated, “The youth
vote is turning states that Obama would’ve lost or barely won into more
comfortable margins” (2). The 2008 presidential election exemplified the
success of information sharing and providing voter education for garnering
support and participation from the typically inactive, young, and
underrepresented voters.
Many political researchers argue that this voter turnout decline is a
problem and should not be happening because the United States has
improved and changed in ways that should be increasing and simplifying
political participation. Political scholar Scheufele argues that increasing levels
of participation could have been expected “based on an increasingly rich
information environment, including recent technological advances in
electronic communications” (2001, 21). He further asserts, “given levels of
education among the American people, participation could have been
expected to rise substantially between 1960 and 1996” (2001, 22). Political
scientists reason that government policy, specifically the National Voter
Registration Act of 1993, should have increased voter registration and offset
turnout decline. These generational changes related to technology,
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education, and laws were expected to increase political participation to
historical levels.
Although it is well known that the United States has low voter turnout
compared to other democracies, the true problem is American voter turnout
compared to its own past. Most political scientists reason that the decline in
voter turnout has been gradual and part of generational changes related to
demographics. Political scientist Putnam (2000) argues that voter turnout
decline resulted from generational changes; he states, “Beneath the ups and
downs of individual elections, however, virtually all the long-run decline in
turnout is due to the gradual replacement of voters who came of age before
or during the New Deal and World War II by the generations who came of
age later” (33). These generational changes impact voter turnout based on
group demographics, and older groups are typically the most active toward
political participation.
The Internet & Social Media
The rise in Internet access and use of social media tools has facilitated
new and simple ways for people to engage in political participation and
communications. Internet use, electronic communications, and online social
media tools continue to grow, driven by commerce, networking, information
sharing, and communications. Internet and social media tools have the
ability to close the gap between the characteristically active and non-active
voter demographics by allowing these groups the chance to easily find
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information about the civic process and communicate in ways that influence
the tone of the campaign, the media focus, and group mobilization. The
Internet has paved the way for new forms of electronic communications to
evolve, and it has grown into a tool that facilitates the quick, global spread
of communications. Political scientists Hart and Daron (2001) reason that
the Internet can provide greater amounts of mobilizing information than
traditional media because “the Internet is essentially unlimited by space or
time constraints, constrains that impinge heavily on traditional media like
newspaper and television” (29). The Internet makes it easier and cheaper to
share and gather large amounts of information, while also making it more
accessible to numerous, diverse people.
Each of the internet’s inventions brought with it greater advancements
toward improving the electronic communications of that time period,
because each development made sharing and gathering large amounts of
information easier, cheaper, and more accessible to numerous people. It is
generally agreed by most that the Internet facilitates communication
flexibility by “allowing individuals to choose what information to access and
when to access. It also permits users to exchange large amounts of
information quickly regardless of geographical distance” (Tolbert and McNeal
2003, 175). After the 1980s, commercialization of the Internet helped grow
the Internet’s accessibility. Analysis of data collected from International
Telecom Union’s Internet usage report reveals that the number of Internet
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users almost doubled between 1998 to 2000 to 142.823 million users, and
rose eighty-five percent between 2005 to 2010 to 239,894 million users
(International Telecom Union 2010). The 2010 figures reveal that roughly
77.3 percent of the United States population is comprised of Internet users.
This accessibility allowed the Internet to grow quickly in popularity as a form
of communication, and this gave it the power to greatly influence and impact
culture.
Multiple forms of electronic communications and information sharing
forums evolved from the Internet. E-mail is extremely common and often
the most preferred type of communication. According to BBC News (2010),
at the time of writing there were close to 247 billion e-mail messages sent
per day. According to Alexa (2010), the web information company,
Google.com, a search engine, was the number one visited website in the
world and was roughly visited by 45 percent of the world’s Internet users
each day. Scholars generally agree that “information-oriented use such as
information acquiring and exchange on the Internet provides users with
opportunities for civic recruitment and further encourages political
participation” (Zhang et al. 2009, 78). Until recently Google and other
search engine sites held the top spots for the most visited websites on the
Internet. In March 2010, Facebook overtook Google to become the most
visited website in the world; this marked a shift from information sharing to
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social network communications as the top tools used on the Internet
(Pepitone 2010).
Social media encompasses blogs, microblogs (e.g., Twitter), social
networking sites (e.g., Facebook, MySpace, LinkedIn), social bookmarking
sites, social news sites, and video/photography sites. The key difference
from traditional marketing is that social media allows for personal
communications, allows for easy online participation, and stimulates
information sharing. Social media marketer Tamar Weinberg (2009) asserts
that social media “helps facilitate communication about ideas that users are
passionate about, and connects like-minded individuals throughout the
world,” and “relates to the sharing of information, experiences, and
perspectives throughout community-oriented websites” (1). David
Greenberg (2008), a professor in Journalism & Media Studies, further
supports this idea and wrote:
The use of social media as a marketing tool has quickly become
prominent in the modern business world, and it can be an extremely
effective way to promote your products and services to a targeted
audience. Websites function as a static billboard to promote your
products, services, or ideas, but social media has created an
opportunity for dynamic dialogue with your audience. The dialogue
allows for interaction and personal connection (8).
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These differences, coupled with the rise in Internet access, have allowed
social media to evolve and become extremely popular.
Social media has quickly become the most popular way to spend time
online and has rapidly evolved into a largely used marketing tool due to its
ability to target, personalize, and share information to a considerable
number of people. In fact, “people in the United States continue to spend
more time on social networking and blog sites as well, with total minutes
increasing 210% year-over-year and the average time per person increasing
143% year-over-year in December 2009” (Nielsen Wire 2010). This is
especially true for the young voters that are not typically active in traditional
forms of political participation. Political and technological researchers Zhang
et al. (2009) wrote, “social network sites may be bringing in new voters,
particularly the young, to get involved in the political process” (75-76).
Political campaigns should make sure to take advantage of providing and
sharing information through social media, because it is easily attainable by
the typically inactive, youth voters that heavily use social media. This is
supported by the fact that “users under 35 represent 72% of those users
who make political use of social networks” (Lardinois 2009, 2). Social media
has provided a new way to facilitate communications amongst large, diverse
groups of people who may not have been active participants in other forms
of information sharing and communications.
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New Forms of Political Participation
Political campaigns generally communicate with potential voters to
share campaign information with the goal to increase political participation.
Political participation generally concerns “the activities that aim at directly or
indirectly influencing the selection of elected officials and/or the
development and implementation of public policy” (Zhang et al. 2009, 76).
The increasing role of the Internet in the United States has created new
forms of participation. This assertion is supported by political scientists
Homero Zuniga, Aaron Veenstra, Emily Vrage, and Dhavan Shah who wrote,
many “scholars have reflected on the potential of the Internet to promote
distinct informational and interpersonal dynamics that may reinvigorate the
democratic process online and offline” (2010, 38). These online tools provide
new and simplified means of facilitating political participation.
Political campaigns have the ability to close the gap on reasons not to
vote by communicating, sharing information, and engaging voters, especially
the inactive demographics, as active participants in the electoral process
with these new online and social media tools. Tolbet and McNeal (2003)
argue, “While a long tradition of research documents the demographic and
psychological determinants of political participation, there is also evidence to
suggest that changes in communication technology may play an important
role influencing electoral behavior” (175). These new online and social media
tools have the ability to motivate increased political participation because
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they can improve voter information and communications. Voters need
information to participate and online and social media tools provide new
forms for political participation.
With more and more people easily accessing the Internet and the
continuous increase in social media use, the overall percent of total
population using these tools will continue to rise. In fact, a report by Aaron
Smith, Kay Lehman Schlozman, Sidney Verba, and Henry Brady (2009)
found the number of active participants in online and social media political
communications to be quite significant out of the overall population: “one in
five internet users (19%) have posted material about political or social
issues or a used a social networking site for some form of civic or political
engagement. This works out to 14% of all adults—whether or not they are
Internet users” (Smith et al. 2009, 5). The Pew Research Institute August
2008 survey also found:
Thirty-three percent of internet users had a profile on a social
networking site and that 31% of these social network members had
engaged in activities with a civic or political focus—for example, joining
a political group, or signing up as a “friend” of a candidate—on a social
networking site. That works out to 10% of all Internet users who have
used a social networking site for some sort of political or civic
engagement. In addition, 15% of internet users have gone online to
add to the political discussion by posting comments on a website or
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blog about a political or social issue, posting pictures or video content
online related to a political or social issue, or using their blog to
explore political or social issues (2009, 5).
This research highlights the high number of social media users and points to
the opportunity political campaigns have to share information that motivates
users and garners support.
Successful New Media Communication Strategies
The evidence in the extant research suggests that political campaigns
must use online and social media in today’s world to connect with people,
share content, collaborate, build relationships, and turn Internet users into
supporters in order to be successful. Prior to the 2008 presidential election,
new media was not typically integrated into campaign’s overall marketing
plan. Even after 2008, digital marketer and advertiser Kate Kaye (2009)
declares there are still many reasons why political campaigns do not focus
on new media or spend money for online marketing: political media
consultants are conditioned to buying TV; they don’t understand how to buy
or target online ads; they don’t think their audience is online; web ads are
relatively inexpensive; they don’t believe online advertising can be used for
persuasion; they make far more commissions on TV ads than they do when
buying Web ads (23-24). These reasons point out the importance of
dedicating a staff person or team to its new media efforts, and examples of
successful new media strategies highlight this importance.
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Most political and social media experts agree that Barack Obama’s
2008 presidential campaign was the most successful online and social media
marketing campaign ever. David Greenberg (2008) even goes so far to say,
“There is no doubt in anyone with a brain cell that part of the reason Barack
Obama won the 2008 Presidential election was due to an extraordinary
internet presence and a solid policy for engaging his potential constituents in
ways that made them feel they were part of history” (2). The online focus of
the Obama campaign allowed it to gain increased participation and
communications through information sharing, connections, organization, and
collaboration. Specifically, the campaign made the point to education its
constituents by providing them with online information “to promote voter
registration and get out the vote efforts to younger people” (Kaye 2009, 5).
The Obama campaign successfully engaged social media tools as part of its
overall campaign strategy to capture voters.
Social media strategist Brent Leary and Obama for America Campaign
Director David Bullock (2008) contend that the campaign was able to
strategically leverage social media tools to “organize and energize millions of
people at the grass roots level. Engage people who have not participated in
the political process to be active members. Raise hundreds of millions of
dollars—much of it coming from ordinary citizens” (10). Political
communication strategists generally agree that the Obama camp certainly
understood communication targeting since its messages “were standardized,
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shunning issues, and aiming to build grassroots support. Ads asked voters to
‘Sign Up for Initiations to Campaign Events’ and promoted them to join other
campaign supporters” (Kaye 2009, 35). Social media tools allowed the
Obama campaign to effectively target engagement and communications with
potential voters in a way that promoted participation.
Another successful political campaign’s use of social media was the
2010 special election for the Massachusetts Senate seat of the late Ted
Kennedy. The election was stacked in Attorney General Martha Coakley’s
favor, but the unknown Scott Brown ended up winning. Most political
strategists credit Brown’s win to the fact that social media allowed him to
turn his “shoestring campaign into a much broader political movement” that
allowed others to use technology to organize “the passion and drive and
power of an idea” (Yan 2010, 3). This election demonstrated that online
tools help candidates gain name recognition, party awareness, connections,
and fundraising dollars.
Design and Implementation
Work Plan, Methods and Procedures
I conducted primary and secondary research to develop a
comprehensive analysis and strategy. The primary research was in the form
of a quantitative survey that asked eligible voters about their own uses of
online and social media tools and inquired about the behaviors and
perceptions held by users who participate with political campaigns through
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these new technologies. These questions sought to determine if new online
and social media tools have improved or deterred new forms of political
participation. The secondary research came from different studies, reports,
articles, and books relevant to the Capstone topic. The quantitative survey
gathered data to fill in the holes of the secondary data and allowed me to
gather answers to specific questions from a large-scale audience in a shorter
amount of time.
Quantitative Survey
I used a quantitative survey to gather information about respondents’
part and current beliefs, attitudes, and behaviors about voting, political
participation, and campaign communications. The survey questions
investigated the correlation between social media use, the types of political
participation, and the quality of communications between political campaigns
and potential voters. Questions in this research focused on both how new
technologies have changed voter participation and why people participate
with political campaigns through social media tools. Identifying factors
related specifically to the effects on voter information, ease of participation,
and communication remained a priority for this portion of the research.
To do this, I shared the survey online to participants via a web-based
survey site called Zoomerang. I shared this survey via a hyperlink in a
message post to individuals within my e-mail, Facebook, Twitter, and
LinkedIn networks and to others in my workplace, classes, volunteer
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organizations, club memberships, and hobby groups to which I belong so
that these groups could distribute the survey to other members I do not
know. My friends and family members also shared the survey link with
others. All of the responses were anonymous to protect the identity of
respondents. The survey included text from the Informed Consent Form
(Appendix A)—which explained the research study’s purpose, the process for
assuring anonymity, and associated risks for engaging in the survey. The
survey included an introduction, multiple-choice and Likert-scale questions,
and a closing statement (see Appendix B for complete list of questions).
Participants were offered a copy of my research findings by sending me an
e-mail request containing a common code, which was provided in the closing
statement.
Results
In the course of distributing the survey, 136 people responded to this
data (see Appendix C for complete survey results). Ninety-two percent of
respondents were registered to vote in the United States. Three percent of
the responders reported that they were not eligible to register to vote
because of citizenship issues. One percent reported both that they do not
know how to register and are uniformed of the electoral process.
Respondents were asked what types of elections they have voted in. Ninety-
seven percent of respondents reported voting in a presidential general
election, but only thirty-five percent reported voting in a runoff election.
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Sixty-six percent reported voting in a mid-term general election, just slightly
ahead of the sixty percent who reported voting in a presidential primary
election. Fifty-four percent reported voting in a mid-term primary election,
and forty-six percents reported voting in a special election.
The third question asked respondents all the reasons why they vote, besides
the fact that are registered. Personal right was the top reason, reported by
eighty-nine percent of respondents (Figure 1). Other reasons included beliefs
that vote counts. The fourth question asked respondents to provide multiple
answers for where they research and gain information about who or what to
vote for in elections (Figure 2). Other responses included receiving
information in-person from politicians.
Figure 1. Reasons registered voters vote in an election.
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Figure 2. Where registered voters gather information.
The fifth question asked if respondents have participated in certain
political forums in person (Figure 3). One person reported running for office
as “other”. The following question asked respondents if they have
participated in the same political forums, but online instead of in person
(Figure 4).
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Figure 3. In person political participation.
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Figure 4. Online political participation.
The seventh question asked if respondents have participated in certain
political special networking activities, such as Facebook, MySpace, Ning,
LinkedIn, YouTube, Twitter, Flicker, etc. Fifty-six percent of the respondents
reported receiving political information on a social networking site (Figure
5).
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Figure 5. Political participation on social networking sites. The eighth asked respondents what types of online and social media tools
they most use frequently (Figure 6). Five percent reported “other” with each
respondent naming Twitter.
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Figure 6. Most frequently used online and social media tools. The ninth question asked how often respondents used online and social
media tools. Zero percent of the respondents reported “never” and “seldom.”
Sixty-four percent reported using these tools very frequently (multiple times
per day). Thirty percent reported frequently (every day to once a week).
Three percent reported occasionally (once every few weeks). Two percent
reported very rarely (one every six months). One percent reported rarely
(once every month) using these tools.
The tenth question asked the reason why respondents use political
campaigns’ online and social media tools (Figure 7). Sixty-five percent of the
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respondents reported to gather candidate information, compared to twenty-
one percent reported that they do not using political campaigns’ online and
social media tools.
Figure 7. Uses of political campaigns’ online and social media tools.
The next question asked respondents to rate political campaigns’ use
of online and social media tools in terms of facilitating their participation in
certain activities. Forty-nine percent of the respondents reported that online
and social media tools are moderately important in getting them to
participate. Twenty-six percent reported that the tools are very important in
getting them to participate. Thirteen percent reported that the tools are of
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little importance, and twelve percent reported the tools are unimportant in
getting them to participate. The final question asked respondents if their
ability to use online and social media tools increased their participation with
political campaigns. One percent of the respondents reported it has
decreased their participation. Twenty-seven percent reported it has not
increased their participation. Twenty-two percent reported it has increased
their participation very little. Thirty-three percent reported it has increased
their participation somewhat. Seventeen percent reported it has increased
their participation a great deal.
Discussion
This section of the Capstone encompasses an overall summary of what
was learned from the research data and proposes recommendations for how
political campaigns can boost their new media strategies to improve their
information sharing and improve political participation. Political campaigns
are not using new media strategies as well as they could be and, as a result,
have not stimulated new forms of information sharing that could motivate
political participation. As stated in the introduction, limited knowledge about
the electoral process is one factor for the decline in voter turnout that has
led to the disenfranchisement of certain voter-aged demographics. These
demographics are not voting as proportionately to the overall voting age
population as they could be and as a result, have continued to perpetuate
decreased voter turnout since the 1960s.
Dodsworth-29
In order to reverse this attitude and trend, primary and secondary
research supports that a political campaign needs to develop and integrate a
new media strategy into the overall marketing plan to provide new forms of
communication and information sharing through new media in order to
motivate voters to become more active in the political process. The data also
reveals that online and social media tools are frequently used by a
significant number of the voting age population in the United States, and are
quickly become the preferred method of information sharing and
communications. Therefore, based on the survey data and secondary
research, the remainder of this section of the Capstone proposes
suggestions that political campaigns can take to develop new media
strategies that increase new forms of political participation.
In order to conduct a successful new media effort, integrating this
strategy with the campaign’s overall marketing and communication plan is
essential. Once a political campaign decides to integrate a new media plan,
this Capstone proposes five suggestions that need to be taken: develop a
new media strategy that aligns with the overall marketing plan, participate
in information sharing, monitor online communications and engage
constituents, motivate participation by calling for action, and measure the
results of the new media strategy.
Dodsworth-30
Develop a New Media Strategy
From the survey results, it is apparent that although many political
campaigns have quickly adapted to using new media tools, they are not
being maximized through the development of new media strategies that are
consistent with the campaign’s overall goals. Online and social media tools
are rapidly evolving with new technology, but there are underlying new
media trends that will continue to be well-suited for political campaigns in
promoting their messages and motivating political participation among the
potential voters. A decision to develop and set a new media strategy to the
campaign’s overall marketing and communication efforts require knowledge
of the campaign’s business and marketing goals, the target audience, and
the finances available to create a viable, workable program. This assertion is
supported by Kaye (2009), who emphasizes that John McCain’s 2008
presidential campaign’s online strategy “was not necessarily on message
with the McCain campaign…it was as if Internet advertising existed as a
separate silo within the campaign” (4). It is difficult to create a new media
strategy without understanding the campaign’s overall goals, target market,
and resources. The new media strategy needs to be developed as part of the
overall campaign strategy with an understanding of the campaign’s target
market, marketing goals, and current use of new media.
In addition to developing a strategy, the political campaign must also
dedicate resources to the implementation of the new media strategy.
Dodsworth-31
Dedicating resources to the implementation of the new media strategy is
crucial because many political campaigns have not traditionally had staff or a
department dedicated and formally assigned to new media functions. It
should be this person or department’s responsibility to manage and
accomplish the steps outlined in the proposed new media plan. This
assertion can be seen by the number of resources dedicated to new media
programs by successful campaigns, and is supported by Nicole Russo,
legislative aide to New York State Senator Kemp Hannon, as quoted in a
Mashable article by Matt Silverman (2009):
Do not leave your social media networking up to an intern. Many
organizations make a page and then forget to update or allow
someone that is unqualified to update it for them. You really need
someone who knows when and what to post in order to capture an
audience that will benefit your organization.
The main point is that a political campaign needs to understand that its
online and social media should be a specialty that is the focused job of a
staff member.
Share Information
From the survey results, it is apparent that many people access
political information and news through online and social media sources. This
is why a political campaign must actively share interesting and relevant
information as part of its strategy if it desires to achieve new media success.
Dodsworth-32
Information sharing needs to be persuading enough to motivate
participation, and this requires the campaign’s new media strategy to
incorporate and promote information about the candidate, campaign issues,
voter information, relevant news and press releases, and other information
potential voters find important. A political campaign must make it easy for
people to find the information they are looking for, and political scientist
Daron Shaw (2001) agrees with this assertion: “People must have access to
political information for it to have an effect” (11). Information sharing, for a
political campaign, creates the opportunity for users to share this
information and increases the campaign’s online presence.
The primary and secondary research lists voter uncertainty and limited
knowledge of the electoral process as two of the top reasons why people do
not vote or participate in politics. Information sharing helps erase voter
uncertainty by providing knowledge of the candidate and the political
process. Political researcher Lynn Vavreck supports this assertion (2001) and
asserts, “Voters cannot learn what candidates do not tell them. If candidates
do not take positions on issues during campaigns, if they provide little clarity
what they believe and why, it is not surprising that voters will have high
levels of uncertainty about candidates” (101–102). Political campaigns must
communicate with potential voters to provide relevant information that has
the ability to motivate political participation. In other words, political
campaigns must communicate with potential voters to share information
Dodsworth-33
about the election, the campaign, and their candidates’ opponents to help
limit voter uncertainty and to stimulate favorable political participation.
Information sharing as part of the new media strategy can help
political campaigns use these online and social media tools as effective ways
to manage information and communicate with groups that are typically
inactive eligible voters. A political campaign can use these online and social
media tools to share relevant information about the candidate, issues, voter
information, news, and other updates. By setting a proper new media
strategy, a political campaign can share information as a way to encourage
all demographics to participate politically, while providing the opportunity to
become more involved.
Monitor & Engage
It is essential for a political campaign to take information sharing a
step further by monitoring and engaging with its constituents through its
online and social media channels. This requires regular listening and
monitoring in order to know what people are saying about the campaign. It
is almost guaranteed that people will be talking about the political campaign
no matter what, and it is crucial for the campaign to take control of its
message and engage these online conversations. A successful new media
plan must include monitoring and engagement, because “conversations
about your product are happening online regardless of whether or not you
are participating in them” (Weinberg 2009, 15). Monitoring online
Dodsworth-34
conversations should include tracking the candidate’s name, the opponent’s
name, relevant issues, popular trends, news articles, videos, users, and
common topics. This allows the campaign to understand how constituents
view its image and reputation.
According to the primary and secondary research, people are more
likely to vote and participate in politics depending on their feelings toward
the candidate and his or her response to important issues. Monitoring and
understanding the campaign’s online image and reputation is crucial,
because “the heart of political communication is the way voters see
candidates and their government” (Shaw 2001, 13). It is essential for
political campaigns to monitor and use this information to effectively engage
with its constituents, because this type of engagement ensures people will
return to the campaign’s online and social media channels for the latest
information, instead of going to other sites. Weinberg (2009) supports this
assertion: “Staying silent is a good way to shun your followers and cause
them to turn to another provider for the same (or similar) services” (307). If
the monitoring reveals that people are talking about certain issues or
referring to other sites for information, the campaign must address these
issues by engaging users and providing them with the desired information as
part of its new media strategy. Engagement should include publishing
updates, Tweets, direct responses, or press releases related to the online
conversations. The campaign should make sure engagement is based off its
Dodsworth-35
monitoring, so that it shares messages and posts in a manner that drives
popularity. This may include posting breaking news as it happens, instead of
waiting for the traditional press release.
According to primary and secondary research, this type of engagement
with online users will allow them to see that they are being heard by the
campaign and that their opinion matters. This will promote new relationships
and communications between the campaign and its constituents, while
allowing the campaign to appear more authentic with its message. Most
social media marketers believe:
While you can pay to market politics online, it’s arguably better to
engage your network of supporters and let them spread the message
for you. Their reach and trust value far outweigh anything you could
broadcast or pay for. Once you have their attention, little calls to
action can go a long way (Silverman 2009).
Engaging constituents in a tailored manner will encourage users to continue
using and sharing information from the campaign’s online and social media
channels. Political scientists support this assertion and reason, “when a voter
feels that a particular candidate will respond meaningfully to pressing issues,
and his own political involvement will prod the government to respond, he
will be more likely to participate” (Burkhart et al. 1972, 13). Monitoring and
engaging important issues through new media allows a political campaign to
understand what potential voters find important, so it can adjust its message
Dodsworth-36
according in order to provide information that motivates people to
participate, and ultimately get out to vote.
Motivate Participation
The primary and secondary research highlights that political campaigns
must provide new ways for potential voters to participate in the political
process. Furthermore, political campaigns must motivate potential voters to
become supporters by promoting opportunities for them to volunteer, donate
money, attend an event, meet other supporters, or perform some other
action that helps the campaign. A political campaign should ensure its online
and social media channels promote a specific way for how people can easily
participate in the political process and help the campaign win the election. As
quoted by Matt Silverman (2009), Julielyn Gibbons, president of an online
strategy consulting firm, says, “Political campaigns aren’t much different
than traditional marketing campaigns, with a few exceptions. Whether you’re
selling a product, an idea, or a candidate, you’re ultimately trying to
convince the public to embrace something.” This is why it is crucial for a
political campaign’s new media strategy to include actions for users to take
after hearing the campaign’s message.
It is essential for a political campaign to motivate potential supporters
if it wants to achieve real, measurable results, such as increased voters
registration or turnout. The use of online and social media tools effortlessly
facilitates “several forms of political activity—including making donations,
Dodsworth-37
forming a group of like-minded people, contacting public officials, and
registering to vote” (Smith et al. 2009, 14). The campaign can share all the
information it wants, but for it to be effective and earn real results the
campaign must direct and motivate people to perform a specific action after
learning about this information. Strategic political consultants stress, “the
more successful organizations, or at least those that are seriously interested
in winning elections or in effective favorable public policy, are the ones that
recognize and take advantage of social motivation” (Burkhart et al. 1972,
27). Providing calls to action is a crucial part of having a solid new media
and communications strategy that provides motivational opportunities that
ultimately increase political participation.
Measure Results
The secondary research highlights that successful political campaigns
make sure to measure the performance of their new media strategies. Iis
essential for a political campaign to measure its social media strategy if it
wants to ensure its use of online and social media channels are achieving the
campaign’s goals. First, a political campaign should measure how many
people are willing to join and connect with its online and social media
networks. A campaign should count, track, and compare its your total
number of Facebook “Fans”, Twitter “Followers”, YouTube subscribers, and
other social network friends over time. Second, a campaign should measure
interactions with the campaign on its social media channels. Analyzing this
Dodsworth-38
will allow the campaign to see how people use and share its social media
channels. The campaign must look at how many people comment on status
updates, post comments, and share interesting links to campaign
information with others. This will help determine if people are using the
online and social media tools in a way that helps spread the word of the
campaign. If the channels are not having much activity, the campaign needs
to change the way it uses these tools by posting more interesting, up-to-
date, relative, and informative information that people want to share with
their friends.
Next, the political campaign must measure the traffic of its online and
social media tools, because traffic evaluates how often people are visiting
the campaign’s site and social media channels. It is crucial for campaign’s to
measure traffic, because it will allow the campaign to see how users find the
site, where users come from, how long users stay on the site, what pages
are consumed the most, and how many people actually visit the channels.
This will help determine if the campaign is utilizing its social media channels
in a way that drives people to want to learn more and gather information
from the campaign’s online and social media channels. It will also allow the
campaign to see if certain dates garnered more traffic, because surges
reveal what type of information people are most receptive to so the
campaign change its social media strategy to post in a similar manner that
drives increased traffic. Fourth, the political campaign should measure how
Dodsworth-39
many people click through the campaign’s online and social media channels
to perform a certain action. The most important conversion for political
campaigns to measure include how many people sign up for campaign
communications, click for volunteer information, and make donations. This
will help determine if the campaign makes it easy and inviting for people to
perform these actions.
Finally, the political campaign should measure the influence of its
online and social media tools. Influence evaluates how many people actively
share and promote the campaign’s information versus glance and leave to
find information elsewhere. Analyzing this will allow the campaign to see if it
is providing the information people are looking for or if people are going to
other channels for information. The campaign must look at how its messages
are influencing online communications, if its messages are popular, and if its
messages are showing up in search results. This will help the campaign
determine if people find other sites or online tools to be more informative
and up-to-date than the campaign’s online and social media channels. It will
also allow the campaign to determine if it is using its online and social media
tools in a way that provides people with the information they are searching
for. Measuring online and social media performance is a key suggestion for
political campaigns to make sure its new media strategy is promoting new
forms of political participation.
Dodsworth-40
Areas for Further Research
The research presented in this Capstone could lead to many other
areas of study. Primarily, a study about online and social media use related
to age and other demographics could be conducted to see if use is related to
or correlated with certain demographics. Such a study could reveal, for
example, which demographics using these tools are growing the fastest, and
how this growth could impact the types of online political participation. Such
a study could lead to political campaigns utilizing these tools to create a new
media plan that targets and markets certain demographics toward a specific
form of political participation.
This Capstone also explored the new forms of political participation
that some campaigns have engaged and employed. This topic will continue
to be of interest to all political campaigns and those interested in using
online and social media tools. There are many political campaigns that use
online and social media tools, and this could represent the beginning of a
major change to political campaign strategies and operations. The shift could
represent a change to the way people share information and engage with
others, which could change the way people participate in politics and with
political campaigns. More research needs to be conducted on this topic to
see if it will impact voter turnout by motivating eligible voters to participate
in the new forms of online and social media political activities.
Dodsworth-41
Strengths & Limitations
With every Capstone, there are limitations and strengths regarding the
research. There are a few changes that would have strengthened the
project. After evaluating the electronic survey data that was collected, it
would have been more useful if respondents were asked to provide their age
or another demographic. There are numerous demographics among all of
the eligible voters, and these groups participate, communicate, and
understand the political process differently from each other. Additionally, it
would have been beneficial to distribute the survey in forms other than
solely online because this research is based on results from a community
that is arguably more active online and using social media; therefore, there
is the potential for sample bias. This research also was conducted during a
heated mid-term election year, and this could have some bearing on the
political attitudes and levels of political participation of the survey
respondents.
However, this Capstone also possesses several strengths in terms of
what it offers for motivating and increasing political participation. Political
participation, especially the act of voting, is vital for a successful democracy,
and this Capstone contributes to strengthening this democratic act. This
research will benefit any political campaign wishing to utilize online and
social media tools to motivate new forms of political participation through
better, more tailored information sharing and communications. People
Dodsworth-42
always talk, most often complain, about the electoral process, and political
campaigns need to be part of these conversations by monitoring topics and
engaging users accordingly through online and social media tools. The
strength of this research is that it provides a roadmap that campaigns can
follow to motivate increased political participation.
Conclusion
The purpose of this Capstone was to study whether new technologies
and online tools used by political campaigns as part of its overall strategy
and communications could help motivate eligible voters to participate in the
political process and, ultimately, to vote. The primary and secondary
research conducted for this Capstone project demonstrates that there is a
strong case for political campaigns to integrate a new media strategy as a
vital part of its traditional marketing and communications in order to
motivate new forms of political participations. The plan proposed by this
Capstone project will help political campaigns effectively communicate with
eligible voters and promote opportunities for participation that are facilitated
by these online and social media tools.
With online and social media tools, political campaigns can easily share
information and educate eligible voters about the electoral process. A new
media strategy will also enable political campaigns to monitor what others
are saying about the campaign and what issues people find most important.
Understanding how people perceive the campaign will allow for more
Dodsworth-43
transparent engagement by providing consistent, yet tailored, messages that
address the popular topics. In additions to controlling its message, this
strategy enables political campaigns to keep better control of its image and
reputation. Without these efforts, political campaigns will fail to take
advantage of new technologies and trends. The research suggests that the
implications of failing to incorporate new media into a campaign’s overall
marketing strategy will likely result in people turning to find information
somewhere else, or worse, continue to feel disenfranchised from the political
process and not participate.
Dodsworth-44
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Appendices
Appendix A: Informed Consent Form
You are invited to participate in this study investigating social media
and political campaigns, which is being conducted by Rachel Dodsworth to
fulfill the requirements of a Capstone Project. Rachel Dodsworth can be
reached at 720-248-7224/[email protected]. This project is supervised by
the student’s Capstone Advisor, Dr. Allison Friederichs, University College,
Denver, CO, 303-871-3155/[email protected].
Participation in this study should take about 5-10 minutes of your time
and is strictly voluntary. The risks associated with this project are minimal.
If, however, you experience discomfort you may discontinue the interview at
any time. We respect your right to choose not to answer any questions that
may make you feel uncomfortable. Refusal to participate or withdrawal from
participation will involve no penalty or loss of benefits to which you are
otherwise entitled.
Your responses will be identified by code number only and will be kept
separate from information that could identify you. This is done to protect the
confidentiality of your responses. Only the researcher will have access to
your individual data and any reports generated as a result of this study will
use only group averages and paraphrased wording. However, should any
information contained in this study be the subject of a court order or lawful
subpoena, the University of Denver might not be able to avoid compliance
Dodsworth-50
with the order or subpoena. Although no questions in this interview address
it, we are required by law to tell you that if information is revealed
concerning suicide, homicide, or child abuse and neglect, it is required by
law that this be reported to the proper authorities.
If you have any concerns or complaints about this survey, please
contact Denise Pearson, Assistant Dean, University College at 303-871-
3964. If you do not understand any part of the above statement, please ask
the researcher any questions you have.
Completing this online survey implies consent with the following
statement: I have read and understood the foregoing descriptions of the
study called “Developing a New Media Communication Strategy to Increase
Political Participation.” I have asked for and received a satisfactory
explanation of any language that I did not fully understand. I agree to
participate in this study, and I understand that I may withdraw my consent
at any time. I have received a copy of this consent form.
Dodsworth-51
Appendix B: Complete Survey Questions
1) If you are not registered to vote in the United States, check all of the
applicable reasons for why you have not registered?
a) I am registered to vote
b) Missed registration deadline
c) Not enough time
d) Not eligible to vote
e) Do not want to serve jury duty
f) Do not know how to register
g) Not interested in voting
h) Not encouraged to register
i) Did not know registration was needed to vote
j) Uniformed of the electoral process
k) Other
2) Which of the following types of elections have you voted in? (Check all
that apply.)
a) Presidential general elections
b) Presidential primary elections
c) Mid-term general elections
d) Mid-term primary elections
e) Runoff elections
f) Special elections
Dodsworth-52
3) Which of these reasons describes why you vote, besides the fact that
you are registered to vote? (Check all that apply.)
a) Personal right
b) Time available
c) Candidate choices
d) Election importance
e) Tone of the campaigns
f) Media focus on the race
g) Political party loyalty
h) Campaign platform
i) Social issues
j) Ability to find information
k) Other
4) Which of the following do you use to research and gain information
about who or what to vote for?
a) Politicians’ websites
b) Secretary of State Elections Division
c) Federal Election Commission
d) Television ads
e) Attend or watch rallies and debates
f) News sites online
g) Television news
Dodsworth-53
h) Social networking sites (Facebook, MySpace, Ning, YouTube,
Twitter, etc.)
i) Magazines or newspapers
j) Friends and family
k) Other
5) Have you participated in any of the following political forums in
person?
a) Signed a petition
b) Contacted a national, state or local government office about an
issue
c) Worked with citizens in your community to solve a problem
d) Attended a political meeting on local, town, or school affairs
e) Become an active member of a group that tries to influence
public policy or government
f) Attended a political rally or speech
g) Sent a letter to the editor
h) Worked or volunteered for a political party or candidate
i) Made a speech about a community or local issue
j) Attended an organized protest
k) None of the above
l) Other
Dodsworth-54
6) Have you participated in any of the following political forums online?
a) Signed a petition
b) Contacted a national, state or local government office about an
issue
c) Worked with citizens in your community to solve a problem
d) Attended a political meeting on local, town, or school affairs
e) Become an active member of a group that tries to influence
public policy or government
f) Attended a political rally or speech
g) Sent a letter to the editor
h) Worked or volunteered for a political party or candidate
i) Made a speech about a community or local issue
j) Attended an organized protest
k) None of the above
l) Other
7) Have you participated in any of the political social networking activities
listed below (through social networking sites such as Facebook,
MySpace, Ning, LinkedIn, YouTube, Flicker, Twitter, etc.)? (Check all
that apply.)
a) Posted comments about a political or social issue
b) Received political info on a social networking site
c) Wrote about political or social issues in a blog
Dodsworth-55
d) Started/joined a political groups or cause on a social networking
site
e) Became friends with a candidate on a social networking site
f) Posted political news on a social networking site
g) Posted pictures online about a political or social issue
h) Posted video online about a political or social issue
i) None of the above
j) Other
8) What type of online and social media tools do you use most
frequently? (Check all that apply.)
a) News Site (CNN, MSNBC, Fox News, ABC, etc.)
b) Search Engines (Google, Yahoo, Bing, etc)
c) Facebook
d) YouTube
e) E-mail
f) Photo sharing sites (Flicker, Picasa, etc.)
g) LinkedIn
h) MySpace
i) Group scheduling sites (MeetUp, FriendFinder, etc.)
j) Social bookmark sharing sites (Reddit, Digg, Delicious, etc.)
k) Chat rooms or decision boards
l) None of the Above
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m) Other
9) How often do you use online and social media tools, such as those
listed in question 8?
a) Very frequently (Multiple times per day)
b) Frequently (Every day to once a week)
c) Occasionally (Once every few weeks)
d) Rarely (Once every month)
e) Very rarely (Once every 6 months)
f) Seldom (Setup and account, but do not use it)
g) Never
10) For which of the following reasons do you use political
campaigns’ online and social media tools? (Check all that apply.)
a) To gather candidate information
b) To donate money
c) To sign up for email updates
d) To sign up for phone calls
e) To sign up for text updates
f) To sign up for mailing lists
g) To find volunteer information
h) To find events
i) To stay connected in campaign communications
j) To support a candidate on a social media site
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k) To find how to help the campaign in person
l) None of the above
m) Other
11) How would you rate political campaigns’ use of online and social
media tools in terms of facilitating your participation in activities such
as those listed in question 10?
1) Online and social media tools are unimportant in getting me to
participate
2) Online and social media tools are of little importance in getting
me to participate
3) Online and social media tools are moderately important in
getting me to participate
4) Online and social media tools are very important in getting me to
participate
12) How has the ability to use online and social media tools, such as
those listed in question 10, increased your participation with political
campaigns?
1) Has decreased my participation
2) Has not increased my participation at all
3) Has increased my participation very little
4) Has increased my participation somewhat
5) Has increased my participation a great deal
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Appendix C: Full Electronic Survey Results
Zoomerang Survey Results Political Participation & Internet Use
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