| Abstract: | Abstract The 2000 election saw another increase in the number of Web sites produced by candidates for the U.S. Senate, to over 90% for the major party candidates and nearly 60% for third-party candidates. A content analysis of these campaign Web sites finds an increase in design elements that advance campaign purposes, such as online and credit card contributions. At the same time, few features or services were directed to the mass electorate. The absence of voter registration information and privacy policies from the large majority of Web sites is particularly striking. Sites often lacked basic navigation tools, making it difficult to find desired information. They also took little advantage of the interactivity that makes Web sites such a powerful communication and marketing tool. Third-party candidate Web sites lagged behind those of Democrats and Republicans in most respects, with the notable exceptions of mentioning their party names and the candidates at the tops of their tickets. The study concludes that campaign Web sites have not leveled the playing field for third parties, nor become a vehicle for increasing voter education and activation of the mass electorate. Neither are these Web sites employing a relationship |
