Using computer mediated communication was the answer. Using computers to gain political prowess was now becoming common place. With the internet being a huge media advertising tool it wasn’t long before political parties were using the internet to gain votes and spread the word about their parties thought and agendas.
46% of internet users say that using cmc allows them to get a better understanding of politics,25% say that using the internet gives them more political power and 20% say that using the internet gives them more input in to politics
Mr Blair has also engaged in a series of "online" events such as pod casts, e-interviews and the like in an attempt to engage more directly with voters without the media getting in the way.
“ The Internet fits within an overarching historical change that has occurred since the early 1970s when we first witnessed the marriage between politics and all sorts of media. Politics has increasing become a media-manipulation game”
With conflicts going on around the world between neighboring countries communication between the two countries has become difficult for citizens of both sides, but with cmc they can communicate between countries using messages or message boards without having to risk injury crossing borders.
“ Since 1949 when the Chinese Communist Party came to power, the government has maintained tight control over the various forms and methods information is spread to its people. In some cases, postings have even led to arrests. Fu Lijun,37, an assistant professor at Xinxiang Medical College in Henan, was arrested in October 1999 for posting an article in a chat room detailing how Falungong could cure illness”
With the internet being an interactive medium it has become prominent in political campaigns because it is an interactive medium it can engage people and allow them to have a say where as other forms of media like TV don’t allow this.
In some ways, newer communication mediums (such as the Internet) may be revitalising citizen participation in political discourse
The internet gives every person that has it a voice whether they start a website or a petition to change a law there is always a part which is interactive and this can be good or bad as it is not just empowering for progressive groups.
Arguably this has altered democratic relationships between government and citizens and between citizens themselves.
The potential of computer mediated communication for political structuration http://www.javnost-thepublic.org/media/datoteke/hacker-1-2004.pdf (accessed 09/02/2009)
The Internet and Political Communication http://www.craigbellamy.net/2006/06/24/the-internet-and-political-communication/ (accessed 09/02/2009)
You've Got Dissent!Chinese Dissident Use of the Internet and Beijing's Counter-Strategies Michael Chase, James Mulvenon; Rand, 2002
Hacker, K. L., et al (1996). Uses of computer-mediated political communication in the 1992 presidential campaign: A content analysis of the Bush, Clinton, and Perot computer lists( Communication Research Reports, 13 , 138-146.)