ICTlogy

Abstract:

The Internet has been used extensively for U.S. presidential election campaigns since the year 2000. In 2004, Internet campaigning grew to be more interactive than in previous years. The question of whether or not the Internet is making a difference in political outcomes has become noteworthy, and research efforts have examined political campaigns via Web sites, characteristics of the politically active population, and roles of the media. Among various campaign forces, activities organized by the online grassroots activist group MoveOn.org have become prominent. This article reports the voices of people who participated in political activities coordinated by MoveOn during the 2004 presidential election campaigns. The data were collected primarily through interviews. The findings contrast similarities and differences between participants in different levels of participation. Whereas most past studies focused on the macro level, this study is focused on the micro level. The article calls for further development of a theoretical framework for collective action facilitated via online and taking place offline.