Using Technology, Building Democracy: Digital Campaigning and the Construction of Citizenship (Oxford Studies in Digital Politics) by Baldwin-Philippi Jessica

Author:Baldwin-Philippi, Jessica [Baldwin-Philippi, Jessica]
Language: eng
Format: azw3
Publisher: Oxford University Press
Published: 2015-07-14T16:00:00+00:00

Of those overall numbers, a sizable amount of this content is made up of posts that specifically focus on creating content that displays retail politics within an online forum. Typical instances of such posts consist of notifications that the candidate is currently at a local event, pictures from an offline event within the community, and giving thanks to citizens with whom the candidate recently interacted. One communications director discussed her desire to tell supporters about retail events immediately, and efforts at “trying to use Facebook as more of a ‘where and when.’ ‘Here’s what we did today, here’s where he was, here’s a photo of him with a group.’ So it’s more of a day-to-day update and less policy.”34 Telling people the candidates were engaging in local activities was one helpful approach, and showing these activities was also a tactic considered productive. “People love pictures,” began one digital media director. “So I was always trying to get a picture out—I would much rather post a picture than a statement. And people want to see the candidate interacting with other normal people, and they want to see him locally where they are.”35 Some campaigns even focused on highlighting supporters in these digital retail politics scenarios, flooding Facebook and Twitter with pictures of enthusiastic constituents at barbeques and “man on the street” videos highlighting their support for the candidate. By providing pictures, the face-to-face relationships so important to offline retail politicking can be highlighted. Behind-the-scenes content, while similar to digital retail messages, provides citizens with insight into the inner workings of the campaign, rather than just updates about the candidate. Typified by backstage updates from campaign buses and dimly lit rooms in campaign headquarters, behind-the-scenes content also provides an interaction with campaigns that is much closer to face-to-face interaction than traditional messages get (see figures 5.1 and 5.2).

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