Internet, SMS, iPhone, computer games, Facebook, Myspace... The US presidential election has brought these new media and technologies to the fore. Some media say it will affect political campaigns around the world and could be a model for future elections.
In U.S. elections, the use of the Internet and communication tools such as TEXT messaging allows candidates to connect directly with voters across traditional media. By the time Mr. Obama announced John Biden as his running mate, his supporters had already gotten the news before the media through text messages and emails by pre-registering phone numbers.
Social media has been widely used since the US presidential election four years ago. For example, online social networking sites such as Facebook and Myspace have redefined the way 18-29 year olds socialize. The Obama and McCain campaigns have their own Spaces on Facebook and Myspace. The Obama campaign registered on 16 Web and information-sharing sites. These include LinkedIn, a social network, and Flickr, a photo-sharing site.
The widespread use of online video sites such as Youtube and Brightcove by candidates and supporters on both sides has been a feature of this presidential campaign. The candidates' speeches, television interviews and their respective campaign mistakes are all available online. Supporters of each camp have also posted numerous homemade videos on the Internet. In fact, the most viewed campaign-related video was not made by a presidential candidate, but by a McCain supporter called "Dear Mr. Obama." It is this video that has attracted 11 million views.
Modern communications tools unite and organize political support from the grassroots, enabling individual volunteers to contribute to their campaigns in ways never before possible.
For example, the official Obama campaign website provides a detailed plan for registered volunteers and a list of voters to call. A significant number of these voters come from "swing states." This allows the campaign to tap into its network of volunteers. According to the Obama website, volunteers made 431,645 calls using the Online Voter Contact tool on November 1 alone. Not only does this lower the barrier to participation for all by reducing costs, saving time and effort, but it also gives a small number of individual volunteers greater control and interaction over the entire process.
Candidate websites are also involved in the election, with the McCain and Obama campaign websites serving as one-stop shopping malls for their supporters. In addition to providing a wealth of information, such as videos about the candidates and their respective views, the campaigns also offer volunteers to register online and make online donations. Obama's official website has detailed groups of voters and an "Obama Shop" selling campaign items such as T-shirts, mugs, stickers and buttons. The website also has an "Obama-Biden Tax calculator" for voters to calculate their tax cuts if Obama wins.
While technology can't replace real-life interactions, it's unlikely to completely replace traditional forms of communication used in political campaigns, such as kissing babies and shaking hands. However, the use of technology can engage young people, bring people together with minimal effort and cost, organize volunteer actions and provide different ways to raise money. Technology will play a bigger role in politics in the future.
Global Times