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Presidential Campaigning in the Internet Age$
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Jennifer Stromer-Galley

Print publication date: 2014

Print ISBN-13: 9780199731930

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199731930.001.0001

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Conclusion: Shifting Practices of Political Campaigns and Political Culture

Conclusion: Shifting Practices of Political Campaigns and Political Culture

(p.171) 7 Conclusion: Shifting Practices of Political Campaigns and Political Culture
Presidential Campaigning in the Internet Age

Jennifer Stromer-Galley

Oxford University Press

This final chapter recaps the arguments and discussed implications of how campaigns have used digital communication technologies (DCTs). By only looking at digital practices of political campaigns, we may fail to see that for most campaigns digital media are still only a small part of the overall focus of campaigns, and greater appreciation is needed for understanding DCT use in the context of other factors of a campaign. Relatedly, greater understanding of how a variety of candidates, not just the winners, adapted to and adopted DCTs is needed. One positive consequence of networked campaigning is that we may see less fragmentation over time with more accidental exposure to diverse views. That benefit aside, although affordances of DCTs enable greater involvement by citizens in political campaigns, they strive to control and harness citizens as a means to an end: winning. Paradoxically, political campaigns are inherently undemocratic affairs.

Keywords:   hybrid media, political campaigns, political communication, digital politics, Internet, interactivity, two-step flow, digital affordances, fragmentation

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