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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