St Century: An Examination of Campaign Use of New Media in the 2008 Presidential Nomination Campaign



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Making an Impression in the 21st Century: An Examination of Campaign Use of New Media in the 2008 Presidential Nomination Campaign
Audrey Haynes

Associate Professor

Department of Political Science

School of Public and International Affairs

University of Georgia


Abstract: This paper examines and evaluates the use of new media tools by the presidential nomination candidates and their campaigns in 2008, particularly their eCampaign staffing, official websites, blogosphere buzz, social networking efforts, and YouTube activity. After a discussion of the new media in general and its use in the lead up to the 2008 primaries and caucuses, I evaluate the candidates’ efforts at utilizing new media, put forth a number of lessons that might be learned from this campaign cycle and a number of avenues that political science research should explore.

DRAFT
January 1, 2008


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