How the Bush and Gore Campaigns Conceptualized and Used the Internet in 2000

Abstract

Political scientists and campaign professionals have been intrigued by the potential of the Internet as a tool for accessing and conveying political information since the mass marketing of the first Web browser in 1993. Optimists have pointed to the possibility for more expansive participation and more substantive, in-depth issue discussions. Pessimists have countered that universal access to the Internet is still years down the road, pointing out there is little reason to believe campaigns will use the Internet either to spice up or to elevate the national political conversation. Such long-term assessments are premature, but we can offer preliminary assessments of how candidates conceptualize and use the Internet. Relying on surveys of online registered voters and interviews with campaign operatives and Webmasters, I examine how the online electorate was perceived and approached by the Bush and Gore campaigns in 2000.1 find that (1) voters were unlikely to seek political information from candidate or party Web sites, (2) voters were skeptical of information presented on these sites, and (3) the campaigns understood this and therefore saw the Internet primarily as a vehicle for internal communication and grassroots activation.     

MPs and web technologies: an untapped opportunity?

MPs have not previously been assigned a major role in electoral campaigning, being considered only one element of a political party's ‘marketing’ tools for winning votes. Evidence now suggests that the relationship between MPs and their constituents is changing. The concept of ‘constituency service’ implies that individual MPs can have a much greater influence on local voters and so possibly buck national trends. At the same time the concept of the ‘permanent campaign’ is transforming political campaigning whereby the political elite needs ever‐greater control of the tools used to provide messages to voters. The internet is a potential battleground between MPs who want greater control of their own local campaigning and the party elite who want to ensure a consistent, coherent and controlled message. The Internet is a new addition to the campaigning armoury, yet the focus so far has been on e‐government, e‐democracy and election campaigns. By concentrating on how and why MPs use their websites this paper considers whether MPs have fully understood and utilised this new medium. Key questions include whether their websites are ‘sticky’, interactive and a means of creating a targeted message. The findings of this detailed study of MPs' websites show that apart from a few pioneers, MPs have not progressed beyond using the Internet as ‘shovelware’ — the vast majority view their website as an electronic brochure and not a new form of two‐way communication. Copyright © 2003 Henry Stewart Publications     

Campaigning on behalf of the party? Party constraints on candidate campaign personalisation

This article analyses what makes political candidates run a party‐focused or personalised election campaign. Prior work shows that candidates face incentives from voters and the media to personalise their campaign rhetoric and promises at the expense of party policy. This has raised concerns about the capacity of parties to govern effectively and voters’ ability to hold individual politicians accountable. This article builds on the literature on party organisation and considers the possible constraints candidates face from their party in personalising their election campaigns. Specifically, it is argued that party control over the candidate nomination process and campaign financing constrains most political candidates in following electoral incentives for campaign personalisation. Using candidate survey data from the 2009 EP election campaign in 27 countries, the article shows how candidates from parties in which party officials exerted greater control over the nomination process and campaign finances were less likely to engage in personalised campaigning at the expense of the party programme. The findings imply that most parties, as central gatekeepers and resource suppliers, hold important control mechanisms for countering the electoral pressure for personalisation and advance our understanding of the incentives and constraints candidates face when communicating with voters. The article discusses how recent democratic reforms, paradoxically, might induce candidate personalisation with potential negative democratic consequences.     

Through the Party Lens: How Citizens Evaluate TV Electoral Spots

Party affiliation is considered one of the most important factors explaining voters' party choice, but also a strong intervening variable when it comes to the effectiveness of electoral advertising. The question raised in this study is to what extent party affiliation explains voters' judgments of electoral advertising, which was investigated by using data carried out during the Swedish general election campaign 2010. The results show that party affiliation still functions as a filter when voters are exposed to electoral advertising. The findings are suggested to be understood against the background of cognitive dissonance theory and selective exposure according to which people try to avoid a state of cognitive dissonance by avoiding information that conflicts with their attitudes.     

Do volatile voters vote less correctly? An analysis of correct voting among vote (intention) switchers in US presidential election campaigns

The literature on electoral volatility and the literature on electoral campaigns hold contradictory views on voters switching vote (intention) during the campaign. In this note, we shed new light on this contradiction, making two contributions. First, we investigate the extent to which stable and volatile voters choose the correct party. Second, we distinguish levels of correct voting and the impact of the act of switching on the correctness of the vote. Our analyses of vote-switching in American elections show that, while volatile voters are less likely to vote correctly, they are more likely to switch from an incorrect to the correct party than vice versa. Furthermore, we show that following the campaign more closely makes voters more likely to switch vote (intention) towards the correct party.     

Political parties and the transnational mobilisation of the emigrant vote

The relationship between political parties and voters is usually analysed in a national framework. However, the majority of states worldwide allow their emigrant citizens to have an absentee vote. This article analyses how parties confront the challenge of mobilising voters across borders. It presents an analytical framework for comparing the scope of party transnational mobilisation strategies across different electoral systems. Drawing on a contextualised qualitative analysis, the article analyses transnational electoral mobilisation of the emigrant vote in recent elections in Spain, France, Italy and Romania. The analysis shows that a cost–benefit analysis of electoral incentives explains the scope of transnational campaign efforts of many of the political parties. Yet the article also suggests locating the analysis of party strategies in the particular context of the transnational electoral field, including the high dispersion, uncertainty and volatility of the emigrant vote and the overlap between the electoral arenas among emigrants and at home.     

Consideration and Choice: Analyzing Party Choice in the Swedish European Election 2014

For a long time the question of to what extent party choice in the European Parliament (EP) elections is primarily dependent on voters’ orientations towards the European Union (EU) or just a mere reflection of orientations towards issues and actors in national politics has been debated. By combining insights from individual‐level models of party choice in second‐order elections with theories of sequential decision making this article investigates if, how and at what stages in the decision process attitudes to European integration matters for party choice. In line with previous work on first and second decision rule criteria in EP elections, this article develops and tests hypotheses about how voters’ orientations work at different stages of the voter decision process. The findings, based on Swedish data from a probability‐based three‐wave Internet campaign panel, indicate that many voters are in fact considering more than one party to vote for in the beginning of the election campaign. As expected, left‐right orientations function as a main decision rule with respect to which parties voters even consider voting for, while proximity on the European integration dimension mainly matters as a second decision rule in the final stage of the decision process. Using a sequential model with consideration and choice stages, the article reveals a much larger complimentary effect of EU proximity on party choice than has generally been found in previous research. This serves as a distinct contribution to the emerging research field of individual party choice in second‐order elections.     

Cognitive information levels,voter preferences,and local partisan political activity: A field experimental study on the effects of timing and order of message presentation

This article is based upon a factorial design field experiment conducted during the 1980 election campaign. The experiment was conducted to assess whether there is an optimal message strategy available to local party workers in their efforts to inform and persuade voters. The study assesses whether the timing of communications, i.e., near or distant to election day, and the order of message presentation, i.e., whether presenting important information early or late in a communication, have any effects upon voters' information levels and electoral decisions. The analysis supports an interpretation of recency effects, i.e., information presented last in a partisan appeal was more likely to facilitate information and persuasion effects than information positioned first. However, this finding was conditioned upon the timing of message presentation with appeals referencing familiar partisan material only effective near to election day and appeals referencing less familiar and nonpartisan material only effective further from election day.     

Party Elites' Perceptions of Voters and Public Opinion

Given the vast amounts of research on party competition, party strategy, political communication and electoral campaigning, surprisingly little attention has been devoted to the study of national party elites' perceptions of voters and public opinion. This article argues that the mindset of leading party officials, and more specifically their perceptions of voter and public opinion rationality, driving forces and knowledge, is a much‐neglected explanation for why parties adopt the electoral strategies they do. Analysed here are unique internal party documents from two Swedish parties during the period 1964 to 1991: the Social Democratic Party and the Conservative Party. A simple analytic framework is proposed for the study of party elite perceptions of voters and public opinion. In contrast to the overwhelmingly pessimistic view of voter rationality that still prevails in contemporary research, the findings presented in this article suggest that national party elites in general have had a surprisingly positive view of voters and, in particular, public opinion. Perceptions of voters and public opinion were largely unaffected by the parties' electoral fortunes, and did not become gloomier over time.     

European elections and the pre-electoral period: Media use and campaign evaluations

Abstract: This article addresses the problems of the campaign period of the 1989 Euro-elections: frequency of following the campaign, media use, preferences for various channels of communication (conversations, encounters with party workers, political meetings, mailed material, posters, advertisements, press, TV, radio). It demonstrates that, even if important national variations can be found, common socio-economic and political stratifications are at work, across borders, on the continent.
The variables of sex, occupation and political affiliations clearly play a role which frequently is transnational, and sometimes more active than the variable of nation. It is also true that, compared to the 1979 campaign, the 1989 one is marked by a problem of significant alignments: the last campaign tends to be less sexist, less 'socially privileged' and less biased to right wing voters than the first one. But these alignments take place among weak figures of interest and participation.     

Online versus offline: Exploring the link between how candidates campaign and how voters cast their ballot

The Internet is playing an increasingly important role in shaping citizens’ political experience. We turn to it to consume political news and, in some countries, to even cast our ballots at parliamentary elections. Leading the way in embracing Internet voting (i-voting) is Estonia where nearly half of the ballots cast during the 2019 parliamentary election were submitted online. Using original data from the 2019 Estonian Candidate Study, this paper explores the relationship between how candidates campaign and their electoral performance. It finds greater use of both offline and online campaign tools to contribute to higher vote shares as candidates win more traditional and i-votes. These positive effects are similar in size, in terms of candidates’ overall electoral performance as well as their ability to attract different types of votes. The results show not only that individual-level campaigns continue to matter, but that online campaigns have become as important as offline campaigns for candidates, and voters’ political activity often transcends the medium through which they receive political communication.     

Electoral institutions and campaigning in comparative perspective: Electioneering in European Parliament elections

This article develops and tests a number of competing expectations (institutional, party and individual) about what influenced the campaign activity of individual parliamentary candidates for the 2004 European Parliament elections. The principal interest is in the effects of variations in the design of electoral institutions across the Member States of the European Union. Based on the analysis, it is argued that an important distinction needs to be made between campaign effort and campaign goals, with electoral institutional factors having a more significant role over the latter.     

Two strategies for building a personal vote: Personalized representation in the UK and Denmark

Across parliamentary democracies, elected representatives constitute the link between citizens and government. MPs can connect with voters via the party label, or through personalized forms of representation, which is seen to be increasing in importance. However, scholars disagree on what explains variation in MPs' use of personalized representation strategies. In this article, we argue that politicians use different strategies to personalize the link between themselves and citizens: a constituency-oriented and a person-oriented strategy. To test our argument, we develop a new and novel dataset with behavioral measures of personalized representation. Using a content analyses of 698 British and Danish MPs’ personal websites, we demonstrate that the use of personalization strategies is conditional on the incentives MPs face in terms of electoral insecurity, candidate selection procedures, and the electoral context of the system. Our findings show that the level and type of personalized politics vary across political systems and may pose different types of challenges to party democracies.     

Individualised Constituency Campaigns in Mixed-Member Electoral Systems: Candidates in the 2005 German Elections

Constituency campaigns are important phenomena for students of political parties, voting behaviour as well as political communication. These research communities perceive constituency campaigns as parts of centralised high-tech campaigns aiming in strategic ways at the efficient mobilisation of voters. We propose in this paper an alternative understanding of constituency campaigns using the case of the German parliamentary elections in 2005 to empirically test this understanding. We perceive constituency campaigns as phenomena signalling a relative independence of individual candidates from the national party campaign. We label this phenomenon individualised campaigning. We argue that individualised campaigning is driven among others by electoral incentives. We test this hypothesis with regard to the German mixed-member electoral system and on the basis of a survey of all candidates standing for election in 2005.     

Indicators of electoral victory

We explore the role that campaign expenditures play in determining electoral outcomes. We study a two-party contest where campaign funds can affect the preferences of voters regarding the saliency of two political issues. We show that an advantage in campaign resources, a pre-campaign partisan advantage, an advantage on every salient issue, or a combination of these indicators, do not always guarantee electoral victory. By contrast, electoral victory is guaranteed if the sum of the proportions of the electorate supporting a party on every salient issue is greater than a critical value. For that to happen it is necessary (but not sufficient) that the party has an advantage on every salient issue.     

The effect of the choices available on voting behaviour: the two Japanese elections of 1993

Voters make their choices based on an interaction between their preferences and the options available. One cannot vote for a candidate or a party that is not running in one's district. Voting research has heretofore focused almost exclusively upon voter preferences, assuming that all the relevant options are available to all voters. In this paper, we seek to redress the balance somewhat by focusing on variation in the options available to voters in the 1993 Japanese general election. In that election, three new parties ran and were themselves a major issue in the campaign. Voters were asked to express themselves on the question, “should we break the mold of postwar politics by voting for a new party?” We demonstrate that electoral results and voting behavior both varied significantly between those electoral districts with, and those without, a new party option. There were, in effect, two elections in 1993, one in which voters chose between new and established parties and another in which voters chose from among the established parties only. We argue that one cannot assume that an electoral outcome reflects the “will of the people” without adding the important caveat, “given the available alternatives”.     

Parties’ issue strategies on the drawing board: the 2017 Austrian case

Abstract

Parties may rely on different issue agendas when tailoring their electoral campaigns in an attempt to win elections. This paper compares two key party issue strategies to examine which one the victorious Austrian Peoples’ Party (ÖVP) relied on the most during the 2017 Austrian election campaign vis-à-vis its main competitors. These two key party strategies are the ‘riding-the-wave’ model, which posits that parties focus on issues that currently concern voters the most and the recent ‘issue-yield model’, which instead suggests that parties adopt strategic behaviour targeting all those issues with genuine opportunities for electoral expansion. It is found that, compared to the other main parties in the 2017 Austrian election campaign, the ÖVP was the one most clearly relying on the issue-yield approach. These results have important implications for our understanding of electoral campaigns, party’s exploitation of issue strategies, and voter representation beyond the Austrian case.     

It's the Inside that Counts? An Explorative Analysis of Finnish Parties’ Opinions Concerning the Importance and Use of Their Websites,and Website Contents,in Relation to Party Characteristics

According to one theoretical point of view, the character of a political party, especially its general goals, would be reflected in the contents of its website. In this article, the plausibility of this view, which is called an 'actor-constructivist' view in the article, is explored by means of a twofold analysis. The Finnish parties' opinions concerning the importance and use of their websites, and the contents of their websites, are both analysed for potential linkages to four party traits: party goals, party organisation, party size and type of voters. The data consists of a questionnaire sent to the Finnish parties' leading information officials. Additionally, a quantitative content analysis of the party websites found in January 2006 was conducted. Two separate automatic cluster algorithms were run in order to identify groups of parties based on the questionnaire and the content analysis. These groups were then explored for potential connections to the party traits. The main findings of the study are that the Finnish parties' internal 'view' of their websites does not appear traceable to any of the party traits; the view varies from party to party and can hardly be used for generalisations concerning parties in general. However, the contents of the party websites appeared related to party size inasmuch as the websites of all parliamentary parties were significantly richer on information and more sophisticated in presentation than those of the parties outside parliament. The article also serves to demonstrate the difficulty of applying the 'actor-contructivist' view in empirical research.     

Mind the gap: How party–voter incongruence fuels the entry and support of new parties

This article examines to what extent ideological incongruence (i.e., mismatch between policy positions of voters and parties) increases the entry of new parties in national parliamentary elections and their individual-level electoral support. Current empirical research on party entry and new party support either neglects the role of party–voter incongruence, or it only examines its effect on the entry and support of specific new parties or party families. This article fills this lacuna. Based on spatial theory, we hypothesise that parties are more likely to enter when ideological incongruence between voters and parties is higher (Study 1) and that voters are more likely to vote for new parties if these stand closer to them than established parties (Study 2). Together our two studies span 17 countries between 1996 and 2016. Time-series analyses support both hypotheses. This has important implications for spatial models of elections and empirical research on party entry and new party support.     

Tactical Voting in Norway: Context,Motives and Occurrence

Hitherto, tactical voting has not been a topic in Norwegian electoral research, despite the fact that tactical considerations have been publically discussed both by politicians and citizens for years. The complexity of the electoral system is partly to blame. Norwegian voters experience a number of tactical situations that give rise to rather different dilemmas, and hence several tactical motives. These need to be mapped and analysed separately. A set of survey questions has been especially designed for the present study to record these motives. Special attention has also been paid to the political sophistication of voters, campaign messages encouraging tactical voting, and the restraining effects of habitual voting and negative attitudes towards tactical voting. These factors may modify the inclination to tactical electoral behaviour. The web survey designed for the present project was conducted immediately following the Norwegian parliamentary election of 2013 (N = 2,278). Of the voters in the survey, 18.3 percent reported casting a tactically motivated vote. The 4 percent threshold on the distribution of compensatory seats, the competition for the last district seats and the composition of government coalitions triggered tactical voting. Tactical voters do not stand out as more politically sophisticated than other voters. Rather than calculating the expected utility for each party, they seem to rely on campaign information from the political parties and the media when voting tactically. For the habitual voters and voters with a strong dislike of tactical voting, the propensity for tactical voting is well below average.