The Public Participation in Political Campaign

Byung Kyu KangEvolution and Trends of

the Communication TechnologiesDec. 6, 2004

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

What is Political Participation?

DefinitionIn the research, “Voice and equality: Civic Volunteerism in A

merican 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.”

Communication Theory

Balance Theory -> change the “attitude”

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.

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 0

10

20

30

40

50

60

1 2 3 4 5 6 7 8 9 10 11 12

%

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

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

Offline Vs. Online

What online citizens did in 2002 election on the Web

1. Seek information about candidate record2. information about candidate voting records3. register opinions in online polls4. information about where to vote5. participate in online discussions about elections6. contribute to candidates7. send or receive campaign-related email

0

10

20

30

40

50

60

70

80

1 2 3 4 5 6 7

%

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 endorsementor opposition

3. sent email related to their political preferences4. signed up for political e-newsletters5. got or sent email relating to

get-out-the-vote efforts

0

5

10

15

20

25

30

35

1 2 3 4 5

%

Offline Vs. Online (of the Internet

population)

Offline % OnlineInterpersonal offline campaign communication

5519.2

Electronic interpersonal campaign communication

Contact a candidate offline 13 7.7 Contact a candidate online

Sign a petition offline17.2

17.2

Register preferences in an online campaign opinion polls

Place a bumper sticker on a car15.5

2.9Place a campaign hyperlink on a Web site

Attend a campaign speech or rally

13.4

22.8

Visit a candidate’s Web site

Donate money to a candidate or political party offline

14.5

2.0Donate money to a candidate or political party online

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.

An example of Blogs www.votergasm.org

Mobilizing the action (in March, 2004)

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.