Using the internet as a tool for political change

Abstract

The Internet offers unprecedented opportunities to stimulate and organize participation and political change. If everyone, however, has access to the same Internet opportunities, why do some campaigns succeed and others fail? The first obstacle has to do with an awareness of the tools’ capabilities: The Internet can open up a staggering array of opportunities, but we must know how to take full advantage of them. This paper provides research findings and practical information on online communication strategies in politics. Based on communication research and real-world political-campaign experience, the author examines how the Web and social media are used to boost political participation.