Web Campaigning (網路行銷活動)

Kirsten Foot, Steven M. Schneider

Web Campaigning

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Description

The use of the Web in U.S. political campaigns has developed dramatically over the course of the last several election seasons. In Web Campaigning, Kirsten Foot and Steven Schneider examine the evolution of campaigns' Web practices, based on hundreds of campaign Web sites produced by a range of political actors during the U.S. elections of 2000, 2002, and 2004. Their developmental analyses of how and why campaign organizations create specific online structures illuminates the reciprocal relationship between these production practices and the structures of both the campaign organization and the electoral arena. This practice-based approach and the focus on campaigns as Web producers make the book a significant methodological and theoretical contribution to both science and technology studies and political communication scholarship.

Foot and Schneider explore the inherent tension between the desire of campaigns to maintain control over messages and resources and the generally decentralizing dynamic of Web-based communication. They analyze specific strategies by which campaigns mitigate this, examining the ways that the production techniques, coproducing Web content, online-offline convergence, and linking to other Web sites mediate the practices of informing, involving, connecting, and mobilizing supporters. Their conclusions about the past decade's trajectory of Web campaigning point the way to a political theory of technology and a technologically grounded theory of electoral politics.

A digital installation available on the web illustrates core concepts discussed in the text of the book with examples drawn from archived campaign Web sites. Users have the opportunity to search these concepts in the context of fully operational campaign sites, recreating the Web experience of users during the election periods covered in the book.

Kirsten A. Foot is Associate Professor in the Department of Communication at the University of Washington.

Steven M. Schneider is Professor in the Department of Social Sciences and Humanities at SUNY Institute of Technology.

 

Table of Contents

Digital Resource xi
 
 Acknowledgments xiii
 
 Foreword xix
 
1. Web Campaigning: Introduction and Overview 1
 
 Caught in the Web 1
 
 Defining Web Campaigning 4
 
 Web Campaigning, 1994-2004 7
 
 Theorizing Web Campaigning 12
 
 Online Structures and Web Spheres 18
 
 Structure of the Book 24
 
2. Tracing Practices within a Web Sphere 27
 
 Web Sphere Analysis 27
 
 Bounding Web Spheres 30
 
 Web Production Techniques 35
 
 Methods for Tracing Campaign Practices in U.S. Electoral Web Spheres 40
 
3. Informing 45
 
 A Practice Observed: Informing 45
 
 The Practice of Informing 46
 
 Techniques of Informing 49
 
    Documentation 49
 
    Position Taking and Issue Dialogue 52
 
    Convergence 55
 
    Linking 57
 
    Coproduction 59
 
 Tensions in Informing 61
 
4. Involving 69
 
 A Practice Observed: Involving 69
 
 The Practice of Involving 70
 
 Techinques for Involving 77
 
    Transaction 77
 
    Convergence 85
 
    Linking 89
 
    Coproduction 91
 
 Tensions in Involving 96
 
5. Connecting 101
 
 A Practice Observed: Connecting 101
 
 Techniques for Connecting 104
 
    Association 104
 
    Convergence 107
 
    Coproduction 112
 
    Linking 118
 
 Tensions in Connecting 122
 
6. Mobilizing 129
 
 A Practice Observed: Mobilizing 129
 
 The Practice of Mobilizing 136
 
    Convergence 136
 
    Coproduction 143
 
    Linking 145
 
    Empowerment 148
 
 Tensions in Mobilizing 153
 
7. Explaining the Adoption of Web Campaigning Practices 157
 
 Web Producers in a Social-professional Context 160
 
 Campaigns in an Organizational Context 167
 
 The Web in the Context of Genre 175
 
 The Structuring Effects of Practice 181
 
8. Web Campaigning: Implications and Trajectory 187
 
 The Future Observed 187
 
 Summing Up Web Campaigning 189
 
 Reflections on Web Sphere Analysis 191
 
 Web Impacts 194
 
 Looking Ahead 204
 
 The Value of Practice 209
 
 Appendix: Methods 211
 
 Overview 211
 
 Campaign Web Site Analyses 214
 
 Focus Groups 220
 
 Web User Survey 222
 
 Producer Interviews 223
 
 Producer Survey 225
 
 Notes 227
 
 References 241
 
 Index 255

商品描述(中文翻譯)

描述

在過去幾個選舉季節中，美國政治競選中網絡的使用發展迅速。在《網絡競選》一書中，Kirsten Foot和Steven Schneider根據2000年、2002年和2004年美國選舉期間各種政治行為者製作的數百個競選網站，探討了競選網絡實踐的演變。他們對競選組織如何以及為什麼創建特定的在線結構的發展分析，闡明了這些製作實踐與競選組織和選舉領域結構之間的相互關係。這種基於實踐的方法和對競選作為網絡製作者的關注使得這本書對科學技術研究和政治傳播學都具有重要的方法論和理論貢獻。

Foot和Schneider探討了競選網絡實踐中維持信息和資源控制的渴望與基於網絡的溝通的分散動態之間的內在張力。他們分析了競選如何通過製作技術、共同製作網絡內容、線上線下融合和連接其他網站等策略來緩解這種張力，這些策略調節了通知、參與、連接和動員支持者的實踐方式。他們對過去十年網絡競選的軌跡的結論指出了一種關於技術的政治理論和一種以技術為基礎的選舉政治理論的方向。

在網絡上提供的數字資源以書中的例子說明了討論的核心概念，這些例子來自存檔的競選網站。用戶有機會在書中涵蓋的選舉期間的完全運作的競選網站的背景下搜索這些概念，重新創建用戶在選舉期間的網絡體驗。

Kirsten A. Foot是華盛頓大學傳播學系的副教授。

Steven M. Schneider是紐約州理工學院社會科學與人文學系的教授。

目錄

數字資源 xi
致謝 xiii
前言 xix
1. 網絡競選：介紹和概述 1
被網絡困住 1
定義網絡競選 4
網絡競選，1994-2004 7
網絡競選的理論化 12
在線結構和網絡領域 18
本書結構 24
2. 在網絡領域中追蹤實踐 27
網絡領域分析 27
界定網絡領域 30
網絡製作技術 35
追蹤美國選舉網絡領域中競選實踐的方法 40
3. 通知 45
觀察到的實踐：通知 45
通知的實踐 46
通知的技術 49
文件化 49
立場表達和議題對話 52
融合 55
連接 57
共同製作 59
通知中的張力 61

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