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The Public Participation in Political Campaign

The Public Participation in Political Campaign. Byung Kyu Kang Evolution and Trends of the Communication Technologies Dec. 6, 2004. Overview. Introduction Political Participation What is it? Communication Theory Previous Participation based on Social Structure

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The Public Participation in Political Campaign

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  1. The Public Participation in Political Campaign Byung Kyu Kang Evolution and Trends of the Communication Technologies Dec. 6, 2004

  2. Overview • Introduction • Political Participation • What is it? • Communication Theory • Previous Participation based on Social Structure • Initial Motivations for Public Participation • Offline Vs. Online • Background • Comparison • Social Effect of Online Participation • Anticipation – the Future • Conclusion

  3. What is Political Participation? • Definition In the research, “Voice and equality: Civic Volunteerism in American Politics,” Verba, S., Schlozman, K.L, & Brady H.E.(1995) said, “ [political participation] is an activity that has the intent of effect of influencing government action – either directly by affecting the making or implementation of public policy or indirectly by influencing the selection of people who make those policies.”

  4. Communication Theory • Balance Theory -> change the “attitude”

  5. Previous Participation based on Social Structure • Initial Motivations • The Effect of Church • Central intermediary between the public and the state • The heart of many voluntary organizations • Strong religious belief and regular social interactions, • Provide political training ground • Interpersonal and Mass Communication • Political contents of consumed television and newspapers -> increase of political participation • Increased interests in usage of various mass media have resulted in a rise of interpersonal discussion about political issues.

  6. Offline Public Participation • Conventional (offline) Forms of Public Participation 1. Sign a petition 2. Attend a public meeting 3. Write to an elected government representative 4. Attend a rally or speech 5. Serve on a local organization committee 6. Serve as a club or organization officer 7. Work for a political party 8. Write a letter to a newspaper 9. Give a speech 10. Be a member of a group 11. Write an article for a magazine or newspaper 12. Hold or run for a political office

  7. Online Public Participation • Background (1/2) • Limitation of conventional participation methods • require free time, money, and organizational (communication) skills • Given equal motivation -> not equal opportunities to participate in political campaign in reality • Popularization of the Internet use

  8. Online Public Participation • Background (2/2) • Popularization of the Internet use • 68.8%(201,661,159 ) of U.S. population(293,271,500) as of July/04 • Growth rate of Internet usage from 2000 to 2004 -> 111.5% • 88% of online American - the Internet plays an important role in their daily routines • 64% - their activities would be affected without it • 92% - a good place to go for getting everyday information • 85% - a good way to communicate or interact with others

  9. Offline Vs. Online • What online citizens did in 2002 election on the Web 1. Seek information about candidate record 2. information about candidate voting records 3. register opinions in online polls 4. information about where to vote 5. participate in online discussions about elections 6. contribute to candidates 7. send or receive campaign-related email

  10. Offline Vs. Online • 64 % used email during the 2002 campaign 1. used email to send & receive jokes about the campaign 2. received email relation to campaign endorsement or opposition 3. sent email related to their political preferences 4. signed up for political e-newsletters 5. got or sent email relating to get-out-the-vote efforts

  11. Offline Vs. Online (of the Internet population)

  12. Social Effect of Online • Motivate the minorities, women, young generation, less educated, or ethnic groups, to participate in political campaign more actively • Blogs • Easy to create, cheap to set up, and commonplace on the web • Turn voters into active participants than passive consumers • Focus attention on ignored issues by traditional media. • In 2000, independent and home-grown weblogs – about 6,700.

  13. An example of Blogs www.votergasm.org

  14. Mobilizing the action (in March, 2004)

  15. Conclusion (Future) • Drawbacks of Online participation • Disinformation, misinformation, slander, etc… • Strict regulation needed • “Digital Divide” still affects Poor, Less-Educated • 67% of white use the Internet, 43% of black use it. • 44%(Less than $30,000), 69%($30,~$50,), 81%($50,~$75,), 89%(over$75,) • 32%(Less than high school), 52%(high school), 75%(some college), 88%(college+) • Internet use and voter turnout -> less connected ★ Offline and Online participation will still coexist.

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