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Mar 17

HOW NEW MEDIA CHANGED POLITICAL CAMPAIGNS: NEW MEDIA INTERSECTION IN BARACK OBAMA CAMPAIGNs

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New media has brought with it an unprecedented capacity to merge our human society and activities in a single box as compared to the past. Cyperskeptics, dispute this fact because they believe the internet offers no real chance of altering traditional politics, arguing that it will only serve to reinforce the established political communication patterns, transferring the traditional offline communication habits to the online platform (Bucy and Gregson 2001 , p. 357).

But the reality put forth by techno-optimists, Coleman (2001, p. 118), is that the internet is having a transformative effect on participation by giving access to previously inaccessible information, developing spaces for unmediated public deliberation and changing the way representatives perform. This is evident in the tremendous impact new media has had in influencing young people whose participation in politics previously has been marginal because internet has become so central to their lives (Zhao 2006 ), and has become a major source of news and information, which has seen increased presence of youth online (Madden & Hitlin, 2006 ). Continue reading →


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