Entry 9 : Internet and Politics

In recent years, the internet has proven to be a necessary tool for campaigning on all levels. Campaigns have now tapped on sophistical Internal tools to enhance their campaigns and to reach out to young and web-savvy voters. Let us now take a look at the power and limitations of the internet for political campaigning.

Power of the internet for political campaigning

The internet is now a core element of modern political campaigns. Communication technologies such as e-mail and social networking websites enable faster communications by delivering one message to a large audience. In addition, the use of such communication tools allow the political campaign to reach out to the young and web-savvy voters. These internet technologies can also be used for recruiting campaign volunteers and to raise campaign funds.

One good example would be that of Obama's successful election campaign in 2008. Signifying the importance of internet political campaigning, Obama presidential campaign relied heavily on social media and new media channels to engage voters, recruit campaign volunteers and to raise campaign funds. The campaign's social website utilized a low cost and efficient method of mobilizing voters and increasing participation among various voter populations. This new media was incredibly successful at reaching the younger population.

Limitation of the internet for political campaigning

Even though the use of internet for political campaigning has numerous advantages, it can also be a double edge sword at times. While internet technologies allow a political party to reach out to the young and web-savvy voters, it may not be able to do so for the more elderly and less web-savvy voters. Internet can be used as a communication tool, however it cannot be used as the only communication tool in political campaign. To garner more support, political party still has to rely on traditional methods such as door-to-door visit for publicity and to gain support.

In addition, the choice of words are extremely important when relying on the internal for political campaigning. If the wrong or inappropriate words are used, it maybe be misleading and even be interpreted in a negative manner by the mass audience. One good example would be the recent SM Goh 'tongue-in-cheek' post on Tin Pei Ling in the social networking site, Facebook. (New Article: http://www.straitstimes.com/GeneralElection/News/Story/STIStory_652331.html) A facebook post by Senior Minister Goh Chok Tong has caused a stir among netizens and the media when he announced on Facebook that PAP new candidate Tin Pei Ling had been checked for trauma. But it turned out that it was just a 'tongue-in-cheek' post and the meaning of the post was not meant to be interpreted literally.

Although internet is a powerful tool in political campaigns these days, a successful campaign still relies on good managment political team and careful planning at the end of the day.