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Political Use of Internet During the Benin 2011 Presidential Campaign: Fad Effect or Mid-Term Strategy?
Abstract
During the Benin presidential election of March 2011, a new communication tool (Internet) was added to the traditional tools of electoral campaign: meetings, electoral promotion gimmicks, political songs, broadcast and print media, and posters. Indeed, the three main candidates to the presidential elections integrated Internet in their comprehensive strategy, recruiting staff to take care of a Website, several user profiles on famous social networks. Meanwhile, the Internet is used by only 2.2% of the population. This chapter analyzes the Websites of the three candidates, paying particular attention to graphic design, uploaded available information, frequency of updating, and interaction with the audience. It also scrutinizes the use of various profiles on social networks. The chapter then interrogates why there was such an important investment on the Internet during this campaign, whereas data show that very few potential voters are actually connected to the Internet in Benin. This chapter identifies the role of Internet campaigning and the place that the Internet has taken in the electoral communication strategies, and tries to understand the real purpose behind this use.
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