Developing a New Media Communications Strategy to Increase Political Participation
Date of Award
Organiz. & Prof. Communication
Master of Professional Studies
Organiz & Prof Communication
campaigns; communications; new media; online; politics; social media; strategy; web 2.0
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.
Dodsworth, Rachel, "Developing a New Media Communications Strategy to Increase Political Participation" (2010). University College: Organizational and Professional Communications Capstones. 38.