Does Digital Media Advance the Political Process?
Between the massive shifts occurring today among marketers in the use of digital versus “traditional” media (i.e., television, radio, print) – and the associated questions of the relative effectiveness of each – one can’t help but wonder if the use of digital media in politics is actually advancing the political process.
It is certainly undeniable that digital media played a pivotal role in securing both the 2008 and 2012 elections for President Obama. The Obama campaign’s “Digital First” strategy, architected by David Plouffe, pioneered new ways of reaching and mobilizing voters based on a differentiated strategy. This approach contrasted with a Republican campaign built largely around reaching voters through traditional media.
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