What a Difference a Download Makes: Political Advertising in the Digital Age

View Sample PDF

Author(s): Lauren Reichart Smith (Auburn University, USA)and Kenny D. Smith (Samford University, USA)
Copyright: 2011
Pages: 27
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Matthew S. Eastin (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA)and Neal M. Burns (University of Texas, Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch030

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

Purchase

View What a Difference a Download Makes: Political Advertising in the Digital Age on the publisher's website for pricing and purchasing information.

Abstract

The Internet has captured the attention of the media, the government and much of the public. It has changed the way Americans receive information and communicate. With a number of political candidates creating MySpace profiles, YouTube videos and Second Life avatars it appears that the Internet and web 2.0 technologies have been leveraged for political advertising and campaigning. In the early literature the Internet and its role in politics had been purely speculative, with research only making vague guesses as to where the Internet would lead politicians in their political ambitions. The following chapter first outlines a historical perspective of political advertising, then examines contemporary forms and avenues of political advertising.

The IRMA Community

Research IRM

What a Difference a Download Makes: Political Advertising in the Digital Age

Purchase

Abstract

Related Content

IRMA Sponsors