Innovating political communication methods through Internet technology, gives the opportunity to connect people and provoke proactive policy development, by communicating and sharing strategies with key stakeholders. In line with the concept of political leadership, Internet communication strategies provide candidates and political parties a platform to showcase policy and strategy issues, and expand campaign financing.
The content and qualitative analysis of the research revealed a progressive change in political campaigning, by the introduction of Internet Political Communications. As a medium of interaction, the Internet has shown signs of being a method of effective and efficient political Marketing and political campaigning tool. The Internet provides the opportunity to socially exchange ideas, plans, and policies with citizens and concerned organizations while asking voters for help, not just for their vote; it provides feedback, while creating an online constituency, in engaging with future and undecided voters.
Political parties and candidates have the opportunity to connect with voters in their everyday life, in creating tools and showcasing political leadership in battleground regions. The Internet is not just another channel of communication, but it is a medium of interaction and learning; it is honest, creative, and it runs on a platform of issues and policies.
New developments concerning Internet Political Communications can be seen in the upcoming 2008 U.S. Presidential election, where political campaigning has picked up a buzz on the Internet, with future candidates and pressure groups, utilizing the platform to communicate ideas and future plans. There are many lessons to be learned, and new ideas to be explored and maybe followed upon; the Internet has a role in any future political campaign, the question is how it can be utilized in order to provide measurable political gains. Political communications have the opportunity to exploit Web 2.0 Internet technologies and create communication avenues with undecided voters or first time voters.
While the most progressive examples of Internet Political Communications come from the U.S., with political parties, candidates and political action committees utilizing the medium of the Internet, we can also acknowledge new and innovating examples in Europe, where some very excellent opportunities exist for Internet Communications not only in National, but local municipality or regional elections.
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