Title

Developing a New Media Communications Strategy to Increase Political Participation

Date of Award

11-8-2010

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Allison Friederichs

Keywords

campaigns; communications; new media; online; politics; social media; strategy; web 2.0

Abstract

Traditional forms of political participation, including the act of voting, have steadily decreased in the United States since the 1960s. This Capstone project explores whether or not political campaigns could motivate new forms of political participation by incorporating a new media strategy into their overall campaign marketing plans and communications. After conducting primary and secondary research, this Capstone concludes that political campaigns need to promote opportunities for participation in the election process by developing new media strategies, sharing relative and interesting information, monitoring popular issues, engaging in transparent and consistent online conversations, and motivating participation by calling constituents to action.

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