The ability therefore of information technology to replace old methods of communication is therefore limited by the economic challenges of the communication model. Indeed web politics is a powerful tool in today’s politics but it rely heavily on traditional communication models in order to disseminate information. The internet has however the shortcoming of reaching out to supporters of only a particular candidate because only these supporters tend to visit these websites. Other election campaigns have displayed their website addresses whenever they appear in public or in television forums.
The power of television and campaign advertisements to drive large public attention has not been lessened by the emergence of the web which. Web campaigns are usually customized to suit the interests of the members registered at the sites. Rather than creating new political attention, the internet maintains the attention of those who are already attentive and engages them. This is however not the case with television which catches the attention of everybody who tunes in to a television channel.
The participation of the united voters had been declining and the development of cyberpolitics has rejuvenated the voters to participate in elections by ensuring efficient political information flows. This has brought hope that the revolution of the information technology would increase the levels of participation in the electoral process. The internet serves the interests of those who are more knowledgeable and are of a high socioeconomic class. This increases the gap between knowledgeable people and those who are not.
As democratization is concerned, information technology has undermined political equality as a result of these biases (Bimber, para5). Evolution of technology in political campaigns There have been high hopes that the effects of development and introduction of new technology would change the way politics and election campaigns are conducted. This would be made possible by the use of the internet which the capability to attract large number of users, possibilities of interactive communications.
The beginning of a new age was the debate between Nixon and Kennedy with was the first to be televised during the 1960 presidential election campaign. During this time the election campaigns exploited technologies of mass media especially radio and televisions. The case of the internet became clear during the 2004 Howard Dean presidential primary campaigns. This election came at a time when there was a lot of division over the war in Iraq which Dean had denounced from the start. During this time, there was a sharp rise of opinion blogs in the United States which were discussing this war.
When he offered his candidature for presidency, he made use of his blog to raise funds online using credit cards. In particular, when his presidential opponent Dick Cheney, organized a fund raiser which was designed to raise $250,000, he blogged his supporters asking them raise similar amount in a period of three days. However, this amount was realized within a day. Dean’s candidature also became the origin of social networking. During that time, this was achieved by developing websites such as Meet. up which was established to promote virtual meetings.
This tool was used by his supporters in organizing themselves evident in the number of people who attended his public appearances. He managed to use both web based political campaigns and the traditional campaign methods which focused on the grassroots. This was the turning point in United States political system and other parts of the world. This serves to date as the model for the internet based election campaigns (Borge, Cardenal and Padro, para2). The technological changes are revolutionizing politics and the election campaign system.
Political parties are fully fledged institutions with proper organization and power structures and therefore changes to these structures are gradual. Websites contain social networking mechanisms which are unidirectional and therefore supporters do no usually receive feedbacks from these parties except for automatically generated responses to emails. However, change has been rapidly observed in the management of election campaigns which confirms the great interest they are taking on the advantages of the internet’s interactive nature (Borge, Cardenal and Padro, para4).