Rachel K. Gibson's Books

When the Nerds Go Marching In

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson

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When the Nerds Go Marching In

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson

This is an open access title available under the terms of a CC BY-NC-ND 4.0 International license. It is free to read at Oxford Scholarship Online and offered as a free PDF download from OUP and selected open access locations. Digital technology has moved from the margins to the mainstream of campaign and election organization in contemporary democracies. Previously considered a mere novelty item, technology has become a basic necessity for any candidate or party contemplating a run for political office. While it is difficult to pinpoint exactly when the first digital campaign was officially launched, the general consensus is that the breakthrough moment, at least in terms of public awareness, came during the 1992 U.S. election cycle. At the presidential level, it was Democratic nominee Bill Clinton who laid claim to this virtual terra nova after his staff uploaded a series of basic text files with biographical information for voters to browse. Since that time, use of the internet in elections has expanded dramatically in the U.S. and elsewhere. When the Nerds Go Marching In examines the increasing role and centrality of the internet within election campaigns across established democracies since the 1990s. 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 UK, Australia, France, and the U.S.--the book maps the key shifts in the role and centrality of the internet in election campaigns over a twenty year period. Specifically, Gibson sets out the case for four phases of development in digital campaigns, from early amateur experimentation and standardization, to more strategic mobilization of activists and voters. In addition to charting the way these developments changed external interactions with citizens, Gibson details how this evolution is transforming the internal structure of political campaigns. Despite some early signs that the internet would lead to the devolution of power to members and supporters, more recent developments have seen the emergence of a new digitally literate cohort of data analysts and software engineers in campaign organizations. This group exercises increasing influence over key decision-making tasks. Given the resource implications of this new "data-driven" mode of digital campaigning, the book asserts that smaller political players face an even greater challenge to compete with their bigger rivals. Based on her findings, Gibson also 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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321

Publisher

Oxford University Press

Published Date

ISBN 10

019094904X

ISBN 13

9780190949044

Reinvigorating Democracy?

British Politics and the Internet

By: Rachel K. Gibson,Stephen Ward

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Reinvigorating Democracy?

British Politics and the Internet

By: Rachel K. Gibson,Stephen Ward

This title was first published in 2000. This volume examines the extent to which digital technology, such as the World Wide Web, e-mail and developing database software, are being used within the political institutions and organization. The focus is on the UK political system with some reference to the US. The chapters cover central themes surrounding British politics and the use of the Internet and other emerging technologies. Topics include an overview of the development and use of the Internet and its influence, the impact on central and local government, promoting better democratic citizenship, the use of information communication technologies by political parties, the implications of Internet and e-mail use by pressure groups to aid campaigning, and many more.

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Page Count

228

Publisher

Routledge

Published Date

ISBN 10

1351745239

ISBN 13

9781351745239

When the Nerds Go Marching In

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson

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When the Nerds Go Marching In

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson

Digital technology has moved from the margins to the mainstream of campaign and election organization in contemporary democracies. Previously considered a mere novelty item, technology has become a basic necessity for any candidate or party contemplating a run for political office. While it is difficult to pinpoint exactly when the first digital campaign was officially launched, the general consensus is that the breakthrough moment, at least in terms of public awareness, came during the 1992 U.S. election cycle. At the presidential level, it was Democratic nominee Bill Clinton who laid claim to this virtual terra nova after his staff uploaded a series of basic text files with biographical information for voters to browse. Since that time, use of the internet in elections has expanded dramatically in the U.S. and elsewhere. When the Nerds Go Marching In examines the increasing role and centrality of the internet within election campaigns across established democracies since the 1990s. 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 UK, Australia, France, and the U.S.--the book maps the key shifts in the role and centrality of the internet in election campaigns over a twenty year period. Specifically, Gibson sets out the case for four phases of development in digital campaigns, from early amateur experimentation and standardization, to more strategic mobilization of activists and voters. In addition to charting the way these developments changed external interactions with citizens, Gibson details how this evolution is transforming the internal structure of political campaigns. Despite some early signs that the internet would lead to the devolution of power to members and supporters, more recent developments have seen the emergence of a new digitally literate cohort of data analysts and software engineers in campaign organizations. This group exercises increasing influence over key decision-making tasks. Given the resource implications of this new "data-driven" mode of digital campaigning, the book asserts that smaller political players face an even greater challenge to compete with their bigger rivals. Based on her findings, Gibson also 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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Page Count

208

Publisher

Oxford University Press

Published Date

ISBN 10

0190949031

ISBN 13

9780190949037

When the Nerds Go Marching in

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson,Rachel Gibson

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When the Nerds Go Marching in

How Digital Technology Moved from the Margins to the Mainstream of Political Campaigns

By: Rachel K. Gibson,Rachel Gibson

When the Nerds Go Marching In examines the increasing role and centrality of the internet within election campaigns across established democracies since the 1990s. 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 UK, Australia, France, and the U.S.--the book maps the key shifts in the role and centrality of the internetin election campaigns over a twenty year period. Based on her findings, Gibson 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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Page Count

321

Publisher

Oxford Studies in Digital Poli

Published Date

ISBN 10

0195397789

ISBN 13

9780195397789

Book's by Rachel K. Gibson

When the Nerds Go Marching In

When the Nerds Go Marching In

Reinvigorating Democracy?

Reinvigorating Democracy?

When the Nerds Go Marching In

When the Nerds Go Marching In

When the Nerds Go Marching in

When the Nerds Go Marching in

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