As the US Presidential election has come to a close, we thought it would be interesting to briefly examine the use of web 2.0 applications in the campaign and compare them to the technology trends that emerged during previous campaigns.

While pervasive use of web 2.0 applications like Facebook, Flickr, MySpace and Twitter has allowed individuals (especially younger generations) to easily get involved as campaign supporters or pundits from their dorm rooms or workplaces, a more surprising trend emerged later in the campaign period. Web 2.0 portals like Facebook and MySpace allowed individuals to broadcast not only their opinions and preferences, but also to distribute viral video advertisements created by the presidential campaigns and also by individual supporters. 

Viral videos are short video clips that are uploaded to the web for the purpose of stating an opinion, promoting a cause and connecting to the large audience in a cheap, direct and interactive way. Some of the companies that have been on the forefront of viral video include: You Tube, Brightcove, and CnnBCvideo. Candidates leverage these venues by creating online channels to publish announcements and advertisement videos that encourage supporters to organize efficiently, while garnering their attention and support. Soon before last night's election, a viral video made by CnnBCVideos, began circulating on the web. The video encouraged voters to vote because one vote can make a difference, while showing them the resentful reaction of the public when they become the cause of a failed election.

The ease of viral distribution over the internet has been demonstrated in previous presidential campaigns’ strategies, perhaps most notably in Howard Dean’s bid in 2004. Dean relied on the use of blogs and social networking sites like “meetup”, which allows members to find and join common interest groups within their own community, to circulate his political agenda, facilitate group meetings, and organize collection of a large amount of contributions. Subsequently, in 2007, Ron Paul made his first online video interview that took place in a college dorm room, allowing him to discuss “his views on foreign policy, the Constitution, and the impact of the internet on his Presidential campaign”. This paved the way for more web-friendly campaigns that are able to reach out to important demographics of voters, not only in an economical way, but more importantly through a method of social interaction that mimics their normal interpersonal communication channels.   

As individuals (especially in younger generations) continue to adopt newer and more innovative communications technologies to share ideas with one another it will continue to be important for political campaigns at all levels to leverage these same platforms. Engaging the citizenry by involving them in discussions about topics that directly affect them is important, but in order to increase civic engagement it is equally important to allow younger generations to be politically active using the same technology that became part of their daily lives.  Presidential hopeful John Edwards believed in the power of social networks as fertile grounds for mass mobilization but his use of Second Life, a 3-D virtual world created by its residents, came perhaps a few years ahead of its time as Second Life does not yet have the critical mass of users to have a deciding impact on a campaign. As the prominence of virtual reality is increasing rapidly, however, Second Life could become one of the game-changing technologies used in upcoming elections.  

Labels: Web Technologies