Internet Political Campaigns: Delving into the Demography of the Digital Divide

Abstract

Using the Internet medium in order to mobilize supporters, disseminate ideology and fundraise for political campaigns is very popular today. In this study we investigate the effect of the digital divide on web based political campaigns. Using US Census data we conclude that using the Internet in campaigns works the best for target groups who have the level of access to the Internet that is needed in order to participate in the interactivity that enhances such campaigns. We identify segments of the population that would be impacted the most by such campaigns and suggest that candidates with issues that target groups that are severely digitally challenged would do better by using more conventional media such as print, television and radio, which have less skewed diffusion patterns in the population.