The internet made a difference in the campaign because of the multiple ways it can be used. This commentary accompanies a report on the internet and the election.
The presidential campaign world today regards the internet as an asset for fund-raising, voter-profiling, and insider communicating, but not for advertising, according to the first-ever systematic study of online political ads.
This report examines how institutions in five cities (Austin, Texas; Cleveland, Ohio; Nashville, Tennessee; Portland, Oregon and Washington, D.C.) are adapting to the Internet as an economic development and community-building tool. The experiences in these communities suggests that the Internet is best used to encourage bottom-up initiatives, encourage and nurture catalytic individuals in communities, encourage public funding for technology programs, encourage “bridging” among groups, and encourage experimentation.