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Abstract for presentation: eletrotechnics campaigns 1 (parties and candidates)

by Sidonie Fernau, Aviles Luna Luz Marina, Jatinder Singh Matharu, Natalie Kontny

construction

The speech the foundations for an electronic election campaign were described. They presented two campaigns in two different countries: In Germany, the Shepherd Gumbel campaign and in the U.S., the Barack Obama campaign. In the end, a comparison was drawn and discussed whether and if so to what extent contribute online campaigns in Germany for the election results.

Germany

Internet users in Germany

In Germany, the number of Internet users in recent years has increased very significantly. In 2009 about 49 million people used the Internet (According to the ARD / ZDF Online Study 2010). Based on this user group to develop campaign manager finally potential target groups of the online campaign and provide guidance on strategic positioning options.

target audience of the campaign

target group of the online campaign was multipliers, campaign workers and eligible voters. The aim of the online campaign was the most convincing, Encourage, mobilize and lead to a positive vote.

Internet application

The politicians use the Internet for the campaign into different directions. E-mail newsletters, Web sites of candidates, blogs, online communities, videos, games and animation, web forums and web chats: Important applications for online campaigns in Germany.

organization of the campaign

The organization of the online campaign was carried out by an advertising agency (www.barracuda.de).

USA

Internet users in the U.S.

It was shown that the Internet as an information platform for the U.S. election campaign is gaining in importance. In particular, young Americans 18 to 29 use the Internet to get information.

target groups in the campaign
The target audience of the campaign consisted of donors, voters, campaign workers and multipliers.
funding played an important role in the campaign. Barack Obama has received a total of about 745 million U.S. dollars in donations. In particular, small and micro-donations played an important role.

Internet applications

e-mails, newsletters, SMS, phone calls, videos, social media, etc. played an important role. Obama had his own television crew, mobilized millions of people, the little things organized and networked online. Centerpiece of his campaign was his site that made possible the networking and better organization. Here, there were also phone guides, telephone and mailing lists and a calendar to plan better for the events. Also there was the possibility to donate online.

• campaign on par
• self-controlled information

organization of the campaign

Barack Obama has had his own campaign team. The Internet campaign has been Barack Obama's main campaign tool.

The comparison

The donations in the U.S. is higher in comparison with Germany. In U.S. there are many private donors who support their party or candidates.

play in Germany, the parties play a more important role, as in the U.S. are two big parties that differ in content very much a voter is usually with his party. In the U.S., elections are to more personalized.

In the U.S. the Internet is from ordinary people but also by politicians campaigning tapped. Since Barack Obama's campaign is also in Germany, the Internet more miteingebunden in the campaign.

sources

Obama

http://www.linkedin.com/in/barackobama
http://twitter.com/BARACKOBAMA
http://www.facebook.com/barackobama
http:/ / www.flickr.com / photos / barack obama dotcom
http://www.myspace.com/barackobama
http://my.barackobama.com/page/user/login?successurl=L3BhZ2UvZGFzaGJvYXJkL3ByaXZhdGU = &
_h = R7eLleNlvR32IUbri4ek40kHrFI
http://www.youtube.com/barackobama

Shepherd Gümbel.

http://www.schaefer-guembel.de/html/-1/welcome/index.html

http://www.welt.de/videos/politik/inland/article3019116/Schaefer-Guembel-steht-auf-allen-

Seiten.html # AutoPlay

General:

Emmer, Martin; Vowe, Gerhard (2004): mobilization through the Internet? Results of a longitudinal study empirical

the influence of the Internet on political communication

of citizens. Political Quarterly. Journal of the German Association of Political Science

.

Merz, Manuel; Rhein, Stefan, Vetter, Julia: Campaign on the Internet; handbook for policy
online campaign. Public affairs and policy management, Münster 2006

http://www.seo-strategie.de/blog/internet-wahlkampf/179.html

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Summary of Presentation: Overview: Global Agora or "just another medium“?

By Stefan Horn, Daniel Wietstock, Martin Pioch

Below are the promises that the Internet connected as a means / vehicle of the policy since the 70s, and the change in the discussion about the reality of the Internet in relation to policy are presented. For this, the development of the Internet is divided into three phases. The first phase starts about 1970 and ends at the beginning of the 1990s and dedicated to the early days of the Internet and the role of television. The second phase starts from 1990 until around 2001, and provides important political concepts and the development of the "New Economy "before. From that date, including the final phase to the current present in which it is primarily for social networking, Web 2.0 is and political legitimacy problems.

The beginnings of the development to 1990:
The term "Internet" was originally a communications network of military and scientific research linked. The military use of split off in 1983. As a principle, open network it replaced the TV as a central medium from growing. As a result, the Internet grew exponentially. It was 1996, approximately 10,000 Internet pages, 2000, the number of Web pages to two million and are now about 97 million websites worldwide online.

1990-2001: From the "information highway" to the "New Economy"
In the 1990's, several new concepts, such as the term "information superhighway" by Al Gore in the USA in 1993, in Germany according to the term "information superhighway". The Internet was in the episode as the third wave of development, the so-called "Knowledge Age", considered. Gained political importance of the concepts of "cyber democracy" and "deliberation": Internet intended as a "democratic marketplace" according to Athens, as a separate political space communications could take place by the citizens to the political system and the citizens themselves. The "deliberation" as a development of "cyber democracy" could also have the argumentative discussion, the discussion on property level and moderated chat rooms as an important basis (example: "Publikom" the city of Munster).
followed later in the concept of "e-Democracy", which saw the citizens as "customers" of the political system and the political actor as a service.
From the 90 final Years were IT companies as the industry of the future, so that this area was the term used "New Economy". At first he was linked with high hopes on financial wealth, especially through stock trading, later connected to the bursting of the dot-com bubble "with both the rise and the fall of many IT companies.

2000 to present: "Web 2.0", "E-governance and political interests became increasingly
With the turn of 2000/2001 easy for anyone to-use forms of communication, such as chats and blogs on. As a result, were "social networks" with increasingly global scale. The concept of "Web 2.0" was a synonym for many-to-many communication. At the political level was the concept of e-governance, are involved in the discussions by citizens in political decisions at local level. An example is the platform "DEMOS" in Hamburg.

Conclusion:
As before, but the Internet transmission of old patterns characterized, there is no specific Internet Media dispositive "because much of the potential could not be realized. In particular are the representativeness and untapped user communities and the total of existing politics is a problem dar. So it is apparently still in an "experimental phase".


Sources:
Bauer, Werner (2003): Internet and democracy - a democratic process of the network?. Vienna: Austrian Society for policy advice and development.

Grunwald, Armin; Banse, Gerhard; Hennen, Leonhard (2006): Net population and digital democracy - trends of political communication on the Internet. Berlin: Edition sigma.

Welz, Hans-Georg (2002): From Politics and Contemporary History - Political Communication and Internet communications. Bonn: Federal Agency for Civic Education.