Web Campaigning
Kirsten Foot, Steven M. Schneider
- 出版商: MIT
- 出版日期: 2006-10-06
- 定價: $960
- 售價: 5.0 折 $480
- 語言: 英文
- 頁數: 288
- 裝訂: Paperback
- ISBN: 0262562200
- ISBN-13: 9780262562201
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Description
The use of the Web in U.S. political campaigns has developed dramatically over the course of the last several election seasons. In Web Campaigning, Kirsten Foot and Steven Schneider examine the evolution of campaigns' Web practices, based on hundreds of campaign Web sites produced by a range of political actors during the U.S. elections of 2000, 2002, and 2004. Their developmental analyses of how and why campaign organizations create specific online structures illuminates the reciprocal relationship between these production practices and the structures of both the campaign organization and the electoral arena. This practice-based approach and the focus on campaigns as Web producers make the book a significant methodological and theoretical contribution to both science and technology studies and political communication scholarship.
Foot and Schneider explore the inherent tension between the desire of campaigns to maintain control over messages and resources and the generally decentralizing dynamic of Web-based communication. They analyze specific strategies by which campaigns mitigate this, examining the ways that the production techniques, coproducing Web content, online-offline convergence, and linking to other Web sites mediate the practices of informing, involving, connecting, and mobilizing supporters. Their conclusions about the past decade's trajectory of Web campaigning point the way to a political theory of technology and a technologically grounded theory of electoral politics.
A digital installation available on the web illustrates core concepts discussed in the text of the book with examples drawn from archived campaign Web sites. Users have the opportunity to search these concepts in the context of fully operational campaign sites, recreating the Web experience of users during the election periods covered in the book.
Kirsten A. Foot is Associate Professor in the Department of Communication at the University of Washington.
Steven M. Schneider is Professor in the Department of Social Sciences and Humanities at SUNY Institute of Technology.
Table of Contents
Digital Resource xi
Acknowledgments xiii
Foreword xix
1. Web Campaigning: Introduction and Overview 1
Caught in the Web 1
Defining Web Campaigning 4
Web Campaigning, 1994-2004 7
Theorizing Web Campaigning 12
Online Structures and Web Spheres 18
Structure of the Book 24
2. Tracing Practices within a Web Sphere 27
Web Sphere Analysis 27
Bounding Web Spheres 30
Web Production Techniques 35
Methods for Tracing Campaign Practices in U.S. Electoral Web Spheres 40
3. Informing 45
A Practice Observed: Informing 45
The Practice of Informing 46
Techniques of Informing 49
Documentation 49
Position Taking and Issue Dialogue 52
Convergence 55
Linking 57
Coproduction 59
Tensions in Informing 61
4. Involving 69
A Practice Observed: Involving 69
The Practice of Involving 70
Techinques for Involving 77
Transaction 77
Convergence 85
Linking 89
Coproduction 91
Tensions in Involving 96
5. Connecting 101
A Practice Observed: Connecting 101
Techniques for Connecting 104
Association 104
Convergence 107
Coproduction 112
Linking 118
Tensions in Connecting 122
6. Mobilizing 129
A Practice Observed: Mobilizing 129
The Practice of Mobilizing 136
Convergence 136
Coproduction 143
Linking 145
Empowerment 148
Tensions in Mobilizing 153
7. Explaining the Adoption of Web Campaigning Practices 157
Web Producers in a Social-professional Context 160
Campaigns in an Organizational Context 167
The Web in the Context of Genre 175
The Structuring Effects of Practice 181
8. Web Campaigning: Implications and Trajectory 187
The Future Observed 187
Summing Up Web Campaigning 189
Reflections on Web Sphere Analysis 191
Web Impacts 194
Looking Ahead 204
The Value of Practice 209
Appendix: Methods 211
Overview 211
Campaign Web Site Analyses 214
Focus Groups 220
Web User Survey 222
Producer Interviews 223
Producer Survey 225
Notes 227
References 241
Index 255
