Electronic Grassroots: Does Online Campaigning Work?

Abstract

This research explores the implications of the growing use of the Internet to campaign and win elections in the United States. After exploring the historic assumptions and motivations behind the use of the Internet to campaign, the authors use election data from the 2006 midterm congressional elections and webpage ranking data from the leading web-based ranking service to assess the impact of Internet campaigning. The findings indicate that web presence is a significant predictor of the total votes candidates garnered in the 2006 congressional elections, even when controlling for variables such as funding, incumbency and experience. Further, the findings also suggest that, generally, Democrats had a stronger web presence than Republicans and this increased presence contributed to their success in the election. This research suggests that potential candidates need to be particularly concerned about the success of their websites and their popularity within the Internet community when running for office.

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