Internet shapes presidential campaigns

Opinions are mixed on how new tactics and technologies will affect elections.

By Robby Lewis

Published Dec. 7, 2007

Social-networking Web sites like Facebook.com and video-sharing Web sites like Youtube.com are changing political tactics and much of the change seems to be focused on young voters.

Former MU College Democrats President Mark Buhrmester said the popularity of social-networking sites with college-aged students is what could potentially make them so beneficial for politicians.

"It's popular because young people use these Web sites for media information everyday," Buhrmester said. "I check my Facebook several times a day, and all of my friends do as well."

Buhrmester said the College Democrats have a Facebook page, but it is mostly used for events and sometimes messaging, and they don't use it to endorse campaigns.

"As far as using Facebook for campaigns, individual campaigns have set up groups, but we typically don't set up groups for the campaign," Buhrmester said.

Buhrmester said he believes politicians are hoping these Web sites will help them get their name out better.

"The big thing they are hoping for is more exposure," Buhrmester said. Facebook is a great way for getting information out to people and information determines how a lot of people vote. It lets us know how candidate A feels about topic B."

Mizzou College Republicans Vice President Marcus Bowen said he believes that video-sharing Web sites help make politicians stay honest.

"You can't go somewhere and say one thing and go somewhere else and say another thing because everything winds up on YouTube," Bowen said. "YouTube really holds people accountable for what they say. What you say is what you say, and I think this is good for the political process."

Bowen said he believes Republican presidential candidate Mike Huckabee, who posted campaign videos on YouTube, is a prime example of how someone can use the Internet as a political tactic.

"The guy who has used the Internet to his success is Mike Huckabee," Bowen said. "He wasn't supposed to crack 10 percent, but he's at 21 percent and leading the national polls among Republicans. Because of his use of the Internet, he was able to do this with little money in his campaign coffers. He was second-tier, but not anymore."

Bowen said he believes video-sharing Web sites makes the political process better for those who don't have as many resources.

"The Internet increases democracy, but it really increases the ability for the average person to participate," Bowen said. "Anyone can run for president when they have $30 million. YouTube opens up the process to the rest of us."

Associate professor of political science James Endersby said he doesn't believe the social-networking or video-sharing Web sites will have a substantial effect on the election.

"It's hard to say," Endersby said. "Not in its current form. Most of the people who look at campaigns now are the ones who already have an opinion so you're not persuading anybody. You're only reaching the like-minded people."

Endersby said that while politicians' only real hope is to win the election, there are interest groups who are using the Internet to persuade people's opinions.

Endersby added that he thinks using the Internet could be a way to increase funds.

"If you're trying to raise money, there is definite potential to raise money," Endersby said. "It's not going to be much of a factor as far as winning the election."

Bowen said he doesn't believe the Internet will become the main political tool any time soon.

"I would say definitely not," Bowen said. "Unfortunately, people who use the Internet most vote the least. The people who are mostly likely to vote don't use the Internet. It can have an effect, but not the main effect."

Endersby said that maybe the Internet would have a bigger impact in the future.

"The trend we see is that technologies are starting to converge," Endersby said. "In 20 years, online tactics will likely have a bigger impact because instead of watching television, we'll just all log onto the Internet."