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Nathan Makan

News & Politics Technology

FROM PLACE TO SPACE
WEB 2.0 AND THE 2008 PRESIDENTIAL ELECTION

The Study

Relationship between new and traditional media on Gallup polls

How influential were blogs, YouTube and MySpace?

Based on archival data on 15 candidates in 2007

Observes mentions on blogs, YouTube views and MySpace friends

The Statistics
“1% increase in YouTube
views...

0.05% increase in Gallup
polls

1% increase in blog mentions :

0.17% increase in Gallup
polls

The Future

2008 election encouraged by YouTube and MySpace

2012 election may be decided by Facebook and Twitter

The Effect
Interactivity allows a direct candidate-civilian relationship

Low barrier to entry shifts focus from $$$ to @@@

Weak social media ties bridge dissimilar opinion

Example: Housing searches on Google predict the real estate
market more accurately than government and trade groups

Human exploration beats traditional circulation

Citation

Web 2.0 and Politics: The 2008 U.S Presidential Election and an E-Politics
Research Agenda (MIS Quarterly, Vol 34, December 2010)

Wattal, Sunil, Fox School of Business

Schuff, David, Fox School of Business

Madviwalla, Munir, Temple University

Williams, Christine B, Bentley University

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Presentation

1. FROM PLACE TO SPACE WEB 2.0 AND THE 2008 PRESIDENTIAL ELECTION

2. The Study Relationship between new and traditional media on Gallup polls How influential were blogs, YouTube and MySpace? Based on archival data on 15 candidates in 2007 Observes mentions on blogs, YouTube views and MySpace friends

3. The Statistics

4. The Statistics “1% increase in YouTube views... 0.05% increase in Gallup polls 1% increase in blog mentions : 0.17% increase in Gallup polls

5. The Future 2008 election encouraged by YouTube and MySpace 2012 election may be decided by Facebook and Twitter

6. The Effect Interactivity allows a direct candidate-civilian relationship Low barrier to entry shifts focus from $$$ to @@@ Weak social media ties bridge dissimilar opinion Example: Housing searches on Google predict the real estate market more accurately than government and trade groups Human exploration beats traditional circulation

7. Citation Web 2.0 and Politics: The 2008 U.S Presidential Election and an E-Politics Research Agenda (MIS Quarterly, Vol 34, December 2010) Wattal, Sunil, Fox School of Business Schuff, David, Fox School of Business Madviwalla, Munir, Temple University Williams, Christine B, Bentley University

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