Posts Tagged ‘Symposium Transnational Connections#8217;


An interview spanning two generations: distinguished sociologist Elihu Katz in conversation with IE University Communication student Mª Gabriela Cardoza, on a lifetime of communication research and the challenges for the next generation — the interaction between old and new media and the critical situation of the sector.


Interview of Prof. Matthew Hindman, assistant professor at George Washington University, participant to the last Symposium Transnational Connections held at IE University, by leading Spanish economic media (M. G. Mayo, Reporter) / English Version.

Matthew Hindman: “We should not exaggerate the role of Internet in Arab revolution, it´s only a catalyst” 

Matthew Hindman is a professor in the School of Media and Public Affairs at George Washington University (USA) and has written the book ‘The Myth of Digital Democracy. He was recently in Spain, participating to  a Congress on Political Communication organized by IE University in collaboration with WAPOR (World Association for Public Opinion Research). 

How has electoral communication using online media evolved over the last five years? How much of a candidate’s budget does it currently use up? And previously? How much is spent on educating a candidate’s team to fully leverage online tools? 

The big shift in online campaigning came in 2004, with Howard Dean’s presidential primary campaign.  Previous online campaigns had tried to use the Internet to reach the mass public—particularly independent or swing voters, and those whose votes were up for grabs.  But this didn’t work, because these voters don’t visit political sites much and are generally not that interested in politics.  

Instead of appealing to swing voters, Dean’s campaign used his site to appeal to committed partisans, asking them to donate to the campaign or to volunteer.  This worked much better. In recent years there has been a gradual diffusion of this model to races at lower levels of US politics, and—less consistently—to general elections in other democracies. 

Online politics has dramatically changed the way US campaigns are funded—with Barack Obama being the most extreme example, having raised $500 million online.  But online campaigning has not yet done much to shift how campaign funds are spent.  Online spending is still a tiny portion of campaign budgets—a few percent at most. Barack Obama still spent most of his campaign budget the way all recent U.S. presidential candidates have: on television advertising and on paid staff.   Read more…

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