Digital Democracy: In today’s political wars, Internet has become an invaluable weapon

Kirk Baird

Thursday, Oct. 7, 2004 | 8:16 a.m.

"I've told you about our plans for the economy, for education, for health care, for energy independence. I want you to know more about them. So now I'm going to say something that Franklin Roosevelt could never have said in his acceptance speech: go to johnkerry.com."

- Democratic presidential nominee John Kerry in his address at the 2004 Democratic Convention.

John Kerry knows it.

And so do most politicians.

The Internet has become an increasingly important method for reaching out to voters.

"In the last couple of years I've rarely seen a candidate who didn't have a Web site anymore," said Brian Scroggins, chairman of the Clark County Republican Party. "It allows them to advertise their name.com and advertise more efficiently."

The Web is simply the latest in a political-technological pairing that began with radio and later TV. Only, the Internet allows for more than one-way communication.

Through the Internet, voters can learn more about a candidate with the click of a mouse. While on the Web site, they can also sign up for e-mail updates from the candidate, volunteer to work phone lines or stuff envelopes or go door-to-door to register voters. They can even donate money.

"There's been a kind of revolution with the Internet in the past decade," said Kenneth Fernandez, associate professor in the department of political science at UNLV. "It's been around awhile, but it's increasing. Even, Bob Dole in the '96 election had his dole.com.

"More and more to run a campaign you have to have someone on your staff who's technically savvy in using the Internet as a communication tool."

Josh Geise, campaign manager for dem-ocratic congressional candidate Tom Gallagher, handles most of the Internet duties for the campaign.

Geise said he adds and updates information on the Web site www.gallagher2004.com on a nearly daily basis.

Besides biographical and political information on the candidate, the site features Gallagher's television ads and a section to print out campaign fliers.

"It's really a way for our supporters to get involved and get the tools they need to spread the word about Tom," Geise said.

Hundreds of Gallagher supporters have e-mailed the candidate via the Web site, he said. And thousands more potential voters have visited the site.

With that kind of interaction, in a tight election, is it possible for a Web site to make or break a campaign?

"It's hard to tell. I don't know if any one medium can make or break a candidate. I think it's the candidate as a whole and the issues talked about," Geise said. "But it can certainly do a lot for you. Look at (Howard) Dean and all the money he raised."

Although Dean ultimately lost his bid to be the Democratic nominee for president, it wasn't for lack of funding.

In one week alone in September 2003, Dean raised $3 million in online contributions, according to the Associated Press.

His ability to raise small contributions using the Web instead of big-interest groups even helped usher in a new method of political fundraising.

"It's so easy to click on a link and send in some money," Jon Summers, Nevada State Democratic Party spokesman, said. "That was very effective for both sides."

Web donations, however, go beyond the candidates or even political parties.

Online monetary contributions helped fund dozens of political activist groups, such as the liberal MoveOn (www.moveon.org) or conservative Swift Boat Veterans for Truth (www.swiftvets.com), both of which have factored heavily into the presidential campaign.

"MoveOn.org is the best example of a grass-roots organization that's used the Internet to reach national recognition," Fernandez said. "They're usually identified as an example of how digital democracy can work. That a handful of people from Berkeley, Calif., in a sense, are able to reach millions and millions of people ... bypassing the more traditional and the more expensive forms of communications with their e-mail, Web pages and Internet presence."

Both presidential candidates are also relying heavily on their own Internet sites -- www.georgewbush.com and www.johnkerry.com -- as part of their campaign.

In addition to solicitations for funds, both sites offer ways for supporters to volunteer for the campaigns.

Michael Zahara, a 43-year-old volunteer for the Gallagher campaign, signed up on the Internet shortly after seeing the candidate speak in the spring.

"I thought that would be the better way to make the initial contact and it was indeed the easier way to go," Zahara said. "I got the link, which was pretty much fill-in-the-blank standard stuff. And the contact was immediate."

Because Gallagher's campaign headquarters are across town from Zahara's home, he mainly keeps in touch via e-mail and the occasional phone call. And through the Internet he receives constant updates of planned events and appearances as well as breaking news.

"The ability to stay in contact with the main office and with the work we're doing in this part of the valley is a critical necessity," Zahara said.

While Scroggins concedes the Internet has made campaigning "quite a bit easier," there remains a drawback.

"You still have to go back and pick up the ones who aren't on (the Web) yet," he said.

Which is why for most campaigns, the Internet is just one of many methods used in the campaign process, along with mass mailings, phone calls, TV, radio and print ads, and door-to-door visits.

"I think the Internet is an important tool, but an additional tool in a long line" of campaign methods, Scroggins said.

And just because you have a Web site doesn't mean you'll attract visitors.

"A Web site is an important component (in campaigning) but not an end-all itself," said Assemblyman Bob Beers, R-Las Vegas, who is running for state Senate.

"A Web site must be pro- actively sought by a voter. It can never interrupt their day and ask them for their vote. You have to do that in person or electronically."

Which is why Beers said his Web site -- www.beers4nevada.org -- is a smaller component of his campaign than other candidates. Instead, Beers would rather rely on something more personal, such as e-mail.

At its peak, he received 200 e-mails during the last legislative session, "and pretty much responded to all of them."

"It's an easier way for my constituents to keep in touch with me," Beers said. "It takes a lot less effort to send an e-mail than to write a letter.

"Plus, there's no such thing as playing e-mail tag like phone tag. An e-mail just hangs there waiting until you have the time to respond."

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