THE INTERNET IN THE 2008 U . S . PRESIDENTIAL ELECTION “ Technology is a Commodity ” : The Internet in the 2008 United States Presidential Election
THE INTERNET IN THE 2008 U . S . PRESIDENTIAL ELECTION “ Technology is a Commodity ” : The Internet in the 2008 United States Presidential Election
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2008 年美国总统选举中的互联网 “技术是一种商品”：2008 年美国总统选举中的互联网
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发表时间：
2013
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通讯作者：
Cristian Vaccari
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作者：
Cristian Vaccari
互联网作为参与和组织工具的作用被认为是2008年美国总统竞选中最重要的创新，也是巴拉克奥巴马赢得民主党提名和入主白宫的关键战略因素之一。本文分析了电子竞选在2008年大选中，通过定性访谈的31名顾问和操作人员谁参与了总统竞选的数据。我们的受访者没有采用以技术为中心的观点，而是承认有几个背景因素会增强或阻碍在线工具的有效性，例如竞选活动的信息，候选人的个性，以及他或她在选民中激发热情的能力，以及竞选活动对基层竞选活动的战略优先级。技术更多地被视为既存动机和忠诚的有效渠道，而不是这些态度的驱动力。此外，虽然网络通常被描述为呈现自上而下的等级和自下而上的自发性之间的两难境地，但互联网专业人士和操作人员认为，当代电子竞选工具可以帮助实现这两个目标，并通过巧妙地使用个人数据来培育一种混合组织模式，调和控制和授权。这些研究结果对当代运动的战略和组织动态以及公民参与在其中的作用具有重要意义。
The role of the Internet as a tool for participation and organization has been considered the most important innovation in the 2008 U.S. presidential campaign and one of the key strategic factors in Barack Obama’s conquest of the Democratic nomination and the White House. This paper analyzes e-campaigning in the 2008 election through data drawn from qualitative interviews with thirty-one consultants and operatives who were involved in the presidential race. Rather than adopting a techno-centric perspective, our interviewees acknowledge that several contextual factors enhance or hinder the effectiveness of online tools, such as the message of the campaign, the candidate’s personality, and his or her ability to generate enthusiasm in the electorate, together with the campaign’s strategic prioritization of grassroots electioneering. Technology is seen more as an efficient channel of preexisting motivations and loyalties than as a driver of these attitudes. Moreover, while the Web has often been characterized as presenting campaigns with a dilemma between top-down hierarchy and bottom-up spontaneity, Internet professionals and operatives argue that contemporary e-campaigning tools can help achieve both goals and breed a hybrid organizing model that reconciles control and empowerment through the skillful use of individual data. These findings have important implications regarding the strategic and organizational dynamics of contemporary campaigns and the role of citizen participation within them.