Candidate Campaign E-Mail Messages in the Presidential Election 2004  

Oleh:

Williams, Andrew Paul ; Trammell, Kaye D.

Jenis: Article from Journal - e-Journal
Dalam koleksi: American Behavioral Scientist vol. 49 no. 04 (Dec. 2005), page 560-574.
Topik: E-mail; Candidate-Controlled Media; Election; Internet; Computermediated Communication
Fulltext: 05. Candidate Campaign E-Mail Messages in the Presidential Election 2004.pdf (109.08KB)

Isi artikel

Candidate e-mail messages play an increasing role in online, candidate-controlled media. E-mail messages allow candidates to directly contact voters, serving as political marketing tools. This study content analyzed the universe of campaign e-mail messages (N = 78) from the Bush and Kerry campaigns during the general cycle of the 2004 presidential election. Results indicate that as key election events drew near, candidates increased the number of e-mail messages they sent. Direct address (using you) in the e-mail messages occurred at a statistically significant higher level than expected. Candidates used e-mail messages for promotion more often than opponent attacks. The study also investigated issue coverage, message strategy, and interactivity. The findings indicate that e-mail messages are potent instruments because they can be forwarded to myriad nonsubscribers. As such, candidate e-mail messages can be considered a form of viral marketing that offers a unique way to overcome the problem of selective exposure.

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