What a Difference a Download Makes: Political Advertising in the Digital Age

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Author(s): Lauren Reichart Smith (Auburn University, USA)and Kenny D. Smith (Samford University, USA)
Copyright: 2011
Pages: 27
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Neal M. Burns (University of Texas, Austin, USA), Terry Daugherty (The University of Akron, USA)and Matthew S. Eastin (University of Texas at Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch030

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

The Internet has captured the attention of the media, the government and much of the public. It has changed the way Americans receive information and communicate. With a number of political candidates creating MySpace profiles, YouTube videos and Second Life avatars it appears that the Internet and web 2.0 technologies have been leveraged for political advertising and campaigning. In the early literature the Internet and its role in politics had been purely speculative, with research only making vague guesses as to where the Internet would lead politicians in their political ambitions. The following chapter first outlines a historical perspective of political advertising, then examines contemporary forms and avenues of political advertising.

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What a Difference a Download Makes: Political Advertising in the Digital Age

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