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oapen-20.500.12657-862602023-12-23T02:34:23Z When the Nerds Go Marching In Gibson, Rachel K. digital campaign, normalization, equalization, e-politics, internet campaign, web campaign, cyber-campaign, online campaign, hypernormality bic Book Industry Communication::J Society & social sciences::JP Politics & government::JPB Comparative politics bic Book Industry Communication::J Society & social sciences::JP Politics & government::JPV Political control & freedoms::JPVL Political campaigning & advertising bic Book Industry Communication::J Society & social sciences::JP Politics & government::JPH Political structure & processes::JPHF Elections & referenda bic Book Industry Communication::G Reference, information & interdisciplinary subjects::GT Interdisciplinary studies::GTC Communication studies When the Nerds Go Marching In shows how digital technology has moved from the margins to the mainstream of campaign and election organization in contemporary democracies. Combining an extensive review of existing literature and comparative data sources with original survey evidence and web content analysis of digital campaign content across four nations—the United Kingdom, Australia, France, and the United States—the book maps the key shifts in the role and centrality of the internet in election campaigns over a twenty-year period. The chapters reveal how these countries have followed a four-phase model of digital campaign development which begins with experimentation, and is followed by a period of standardization and professionalization. Subsequent phases focus on increasingly strategic activities around the mobilization of activists and supporters, before switching to micro-targeted mobilizing of individual voters. The changes are mapped over time in each country from the perspective of both the campaigners (supply side), and that of voters (demand side), and the four nations are compared in terms of how far and fast they have moved through the developmental cycle. As well as providing the most comprehensive narrative charting the evolution of digital campaigning from its inception in the mid-1990s, the book also offers important insights into the national conditions that have been most conducive to its diffusion. Finally, based on the findings from the most recent phase of development, the book speculates on the future direction for political campaigns as they increasingly rely on digital tools and artificial intelligence for direction and decision-making during elections. 2023-12-20T12:33:57Z 2023-12-20T12:33:57Z 2020 book 9780195397789 9780195397796 9780190949044 https://library.oapen.org/handle/20.500.12657/86260 eng Oxford Studies in Digital Politics application/pdf Attribution-NonCommercial-NoDerivatives 4.0 International Gibson_When the Nerds.pdf https://global.oup.com/academic/product/when-the-nerds-go-marching-in-9780195397796 Oxford University Press 10.1093/oso/9780195397789.001.0001 10.1093/oso/9780195397789.001.0001 b9501915-cdee-4f2a-8030-9c0b187854b2 a897f645-c917-4be8-a0db-e8b3f64cac47 9780195397789 9780195397796 9780190949044 321 New York University of Manchester The University of Manchester open access
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When the Nerds Go Marching In shows how digital technology has moved from the margins to the mainstream of campaign and election organization in contemporary democracies. Combining an extensive review of existing literature and comparative data sources with original survey evidence and web content analysis of digital campaign content across four nations—the United Kingdom, Australia, France, and the United States—the book maps the key shifts in the role and centrality of the internet in election campaigns over a twenty-year period. The chapters reveal how these countries have followed a four-phase model of digital campaign development which begins with experimentation, and is followed by a period of standardization and professionalization. Subsequent phases focus on increasingly strategic activities around the mobilization of activists and supporters, before switching to micro-targeted mobilizing of individual voters. The changes are mapped over time in each country from the perspective of both the campaigners (supply side), and that of voters (demand side), and the four nations are compared in terms of how far and fast they have moved through the developmental cycle. As well as providing the most comprehensive narrative charting the evolution of digital campaigning from its inception in the mid-1990s, the book also offers important insights into the national conditions that have been most conducive to its diffusion. Finally, based on the findings from the most recent phase of development, the book speculates on the future direction for political campaigns as they increasingly rely on digital tools and artificial intelligence for direction and decision-making during elections.
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Oxford University Press
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2023
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https://global.oup.com/academic/product/when-the-nerds-go-marching-in-9780195397796
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1799945229357285376
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