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DIGGING FOR VOTES
AN ANALYSIS OF 2008 PRESIDENTIAL CANDIDATES’ USE OF NEW MEDIA
by
Kanakara Navasartian
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2008
Copyright 2008 Kanakara Navasartian
Object Description
| Title | DIGGing for votes: an analysis of 2008 presidential candidates' use of new media |
| Author | Navasartian, Kanakara |
| Author email | navasart@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2008-05-01 |
| Date submitted | 2008 |
| Restricted until | Restricted until Apr. 17 2010. |
| Date published | 2010-04-17 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Durbin, Daniel Schnur, Dan |
| Abstract | The 2008 U.S. presidential campaign has exploited Internet technology more fully than any previous campaign. This thesis examines the online public relations techniques employed by four presidential candidates: John McCain, Hillary Clinton, Barack Obama and Ron Paul.; The thesis discusses the ways in which each Web site informs visitors about the campaign, its activities, successes and goals. It then analyzes the ways in which the Web sites involve and attempt to connect with visitors through interactivity. Finally, it looks at how the sites mobilize supporters to send funds for the campaign, generate buzz and influence others to vote for the candidate, as well as showing up to actually vote for the candidate. The focus is on how each campaign team performs these functions in targeting their audiences, branding the candidate s image, and designs the campaign Web site.; This study concludes with suggestions for future research on Internet campaigning. |
| Keyword | social media; 2008 election; social networks; campaigns; new media |
| Coverage date | circa 2008 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Type | texts |
| Legacy record ID | usctheses-m1149 |
| Rights | Navasartian, Kanakara |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Navasartian-20080417 |
| Archival file | uscthesesreloadpub_Volume17/etd-Navasartian-20080417.pdf |
Description
| Title | Page 1 |
| Full text | DIGGING FOR VOTES AN ANALYSIS OF 2008 PRESIDENTIAL CANDIDATES’ USE OF NEW MEDIA by Kanakara Navasartian A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2008 Copyright 2008 Kanakara Navasartian |
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