E-democracy - Internet As A Campaign Tool

Internet As A Campaign Tool

The lower cost of information exchange on the Internet, as well as the high level of reach that the content potentially has, makes the Internet an attractive medium for political information, particularly amongst social interest groups and parties with lower budgets.

For example, environmental or social issue groups may find the Internet an easier mechanism to increase awareness of their issues, as compared to traditional media outlets, such as television or newspapers, which require heavy financial investment. Due to all these factors, the Internet has the potential to take over certain traditional media of political communication, such as the telephone, the television, newspapers and the radio. The civil society has gradually moved into the online world.

Another example is openforum.com.au, an Australian non-profit eDemocracy project that invites politicians, senior public servants, academics, business people and other key stakeholders to engage in high-level policy debate.

Novel tools are being developed that are aimed at empowering bloggers, webmasters and owners of other social media, with the effect of moving from a strictly informational use of the Internet to using the Internet as a means of social organization not requiring top-down action. Action triggers, for instance, are a novel concept designed to allow webmasters to mobilize their viewers into action without the need for leadership. These tools are also utilized worldwide: for example, India is developing an effective blogosphere that allows internet users to state their thoughts and opinions.