Campaign Media

In the 2010 election cycle, some 54% of adults used the Internet for political purposes, far exceeding the 2006 midterm digital usage rate of 31%.

A growing number of studies have examined how search engine and social media activity can be used to document current social trends and predict future patterns. Indeed, research literature has found that activity registered in Google Trends and Twitter chat can help predict various kinds of consumer and social data, including consumer goods marketability, the success of movies pending release and disease outbreaks.

One strategy of social movement groups has been to leverage local media coverage of events in order to advance public opinion and debate around that particular organization’s focal issue. However, not all social advocacy organizations are created equal, and seemingly similar groups can inspire more media attention than their peers. What, then, are the attributes that set one organization apart from the pack when it comes to garnering increased media exposure?

Political campaigns embraced online media such as websites and blogs in the 2004 presidential election. However, campaign 2008 was truly the first time that Web 2.0 technologies — those that allow for more wide-open social interactivity and networking — played a major role in a presidential race. One outstanding research question remains whether or not such technologies will ultimately narrow or broaden the marketplace of ideas to which citizens are exposed.

According to a Pew Internet survey, in 2008 approximately 25% of Americans got their political news primarily from the Internet. While most traditional news outlets strive to cultivate a balanced perspective, many blogs take sides and fiercely advocate for their preferred candidates and causes.

The widespread adoption of Twitter as a platform on which to talk about politics and advocate for candidates has changed the way campaign operatives think about strategy — and the way that many citizens engage in the campaign.

The number of evening network news stories about the presidential nominating contests has generally declined in recent decades, according to a paper by scholars at George Mason University. The 2008 election — which for a variety of reasons generated massive media attention — stands as an exception to this trend. But whether or not 2008 is a sign of renewed interest by the television networks, or just an anomaly, remains to be seen during the 2012 election cycle, the researchers note.