Week 9

At the beginning of Kreiss’s piece his made a few points that I had already touched on in a few of my previous posts, which was quite encouraging to read. Kreiss says that social media did provide votes, in 2008, with more opportunities to get involved in the election. He also said that these platforms also allowed candidates to better target particular groups. However, Kreiss takes his research further and looks at indirect communication methods. These type of communication can be characterized by bloggers who communicate between the campaign itself and the voters. They make up what Kreiss calls the “networked public sphere” which is a digital public space.

Allison Slotnick opens up her piece in a similar way, by pointing out the fact that web offers interactivity and therefore, an “unprecedented opportunity” to connect with voters. Slotnick then goes on to focus on the proper use of the media. She says that use should authentic, which is hard to do because of the skeptical generation that lives online. Slotnick also pointed out that after the Dean campaign candidates became worried about relying so heavily on the internet. However, Kreiss’s discussion of Obama’s efforts on the internet show that candidates have since lost this sense of worry. The Obama campaign purposely targeted progressive bloggers and looked to build their network online. I assert that candidates have learned from the mistakes that candidates have made in the past, like Dean, but they now know that they need to embrace the internet in order to win any election.

Traffic is now larger online than it is for broadcast TV outlets. Candidates know they need to succeed online, so they do things like give bloggers informational exclusives. Concentration of coverage continues to build online. With a big shift of coverage now being concentrated online I wonder what traditional media like TV offers that the internet mediums do not. Why do we still need broadcast media? What advantages does this medium have over the internet?

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3 Responses to Week 9

  1. drewdan89 says:

    Well I agree with you that candidates know they must be successful online in the coming elections, but the main reason why they still need traditional media outlets like broadcast TV is control. From everything we have read that seems to be a glaring problem and a hurdle candidates must figure out a way to jump over without falling. When a candidate goes online they are giving up a bit of control of their messages and we have seen this backfire in a few examples in the readings. Another reason why candidates still need broadcast media is as simple of a reason as why the need to be successful on the Internet, there is a vast reach on broadcast television. Not only is there still an enormously large reach in broadcast TV, but online the possible voter usually has to seek out information whereas if you run an ad on television you could be reaching someone who wasn’t actively looking for information. People who go and look for information online are already actively involved, but in the case of broadcast TV you could reach someone who isn’t actively involved.

  2. taylorkdavis says:

    When dealing with news media, there are push and pull effects. While watching TV, political advertisements are pushed on you. While using social media, push and pull effects are both in effect. Using Facebook as an example, media is pushed onto the user in the way that their facebook friends might post some article that relates to a candidate. Pull comes into effect because it is the users choice whether or not to open the article and learn more. Pull effects play another role in a person actually going onto a social networking site and seeking out information on a certain candidate. The problems with only using social networking sites and the internet to push a campaign is that some users might not be interested and choose to spend their time searching out other things. With tradition broadcasting, it can be assured that the TV watchers are at least aware of some sort of political ad.

    In addition, as discussed in the readings, Candidates lose control over their political messages in the online environment. With user generated profiles and information, certain messages can be misconstrued in their transfer to the public. The benefits of TV broadcasting is that candidates have direct control over the messages being transmitted to an audience.

  3. sammoon724 says:

    Traditional broadcast media like television and newspapers provide commentary on what the candidates post on blogs and websites. I would still argue that the majority of the average American voting block doesn’t actually check candidate’s website or blogs regularly so they need the traditional media outlets to interpret what it means and digest it for Americans so they can try to form an educated stance. As college students we are already above the average American in terms of political interest so this might not apply to us, but I believe television reporting provides commentary on the confusing world of politics for society.

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