POL369Y5 Lecture Notes - New Media, Personalization, Microtargeting
7 Jun 2014
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Document Summary
There are three parts to the discussion in the textbook chapter that i would like you to be know about. First, it explains the four distinctive patterns of emergent campaign practices that have been facilitated by digital and social media: micro-targeting voters (also see chapter 8, personalization of politics. Second, the chapter then explains how rapidly social media has evolved as a campaign tool in the. What is interesting is how each new election cycle in the us has seen a learning process in how to use social media in election campaigns. Third, the chapter then tries to assess to what degree social media impact different aspects of democratic citizen engagement: voting, promoting political information and discussion and political participation more generally. The best answer is that we do not know yet. Social media are new and it is simply too early to tell whether they enhance the democratic quality of political communication or not.
