Internet and the 2008 Election
During the 2008 election about 74% of internet users went online to take part in or get news and information about the 2008 campaign. This represents about 55% of the adult population and markes the first time that the Pew Internet and American Life Project has found more than half of the voting population used the internet to connect to the political process of an election. In 2004, the Pew Research Center found that only 37% of the adult population used the internet during the presidential election cycle.
Six in ten internet users went online for news or information about politics in 2008 which shows the growth of the importance of the internet compared to other news sources. The overall political news audience has more than doubled since the 2000 elections. Because of this, the internet has taken on a much larger and more central role within the media environment and political campaigning. 26% of adults get most of their election news from the internet, 28% from newspapers, and the majority from the T.V. Moreover, for those under the age of 50, the internet is even more important. According to the Pew Research Center, politically active internet users are moving away from news sites with no point of view to sites that match their own political views. One third of online political users say that they get their information from sites that share their point of view. In 2004, 22% of online political users aged 18-24 said most of the sites they visit shared their vies compared to 43% in 2008.
Nowadays, politically interested internet users have access to an enormous amount of political content online, along with new tools for filtering highly targeted political commentary. Users are actively seeking out information that confirms their beliefs and political views.
Barack Obama's campaign took advantage in the increased internet users by using platforms like Youtube, Facebook, and Twitter for free advertising. Mr. Obama used the Internet to organize his supporters in a way that in the past would have required many volunteers and paid organizers as well as a lot more money. Obama intensely engaged in online political activism leading to Obama supporters using social media and technology more. 49% of Obama voters shared text messages related to the campaign compared to 29% of McCain voters.
Young Americans are the most engaged in the online political process but involvement in online politics in something that all generations take part in. Technology allowed Americans to navigate the voting process and share their experiences with a community.