Newswise — Forget billboards, direct mail, even newspaper and radio ads. If you really want to reach people and win a 21st-century election, the Internet is a must " and you can thank a wrestler-turned-politician for the idea.
The Internet and use of the World Wide Web has changed elections forever and will likely continue to do so, believes a Texas A&M University communications professor who has spent years researching the topic.
Randy Kluver, a research professor in communication who also serves as director of Texas A&M's Institute for Pacific Asia, believes the Internet directly affects elections " from the voter to the media to the campaigner. He has authored a book on the subject, titled The Internet and National Elections.
"All candidates today have to have a very solid Internet presence " there is no exception," he believes.
"It is the best way they have to communicate with people and get them involved in an interactive way. This is especially true for the 18-to-30-year-old group that has grown up using computers. This is why many people running for office will post key information first on their Web sites."
Kluver says the use of the Internet and success in politics can be traced back to a surprising source: Jesse Ventura.
When the former wrestler was campaigning to be Minnesota's governor in 1998, he is believed to be the first to use the Internet for major announcements, positions on key issues, fundraising and other issues vital to his election bid. The fact that he won the race despite being a huge underdog can be linked to his Internet tactics, Kluver believes.
"The fact that he won opened up a lot of eyes because other politicians saw that this (Internet) strategy was something that could not be ignored," Kluver adds."That was 10 years ago, and now it is a fact of life that if you are running a political race, you must have a solid Internet presence. At the time Ventura was running, the Internet was a very cost-effective means of reaching people.
"But even that has changed. Today, you must have teams of people who are Web specialists and very tech-savvy. So using the Internet as a cheap way of getting votes is really no longer true. In fact, the reverse is true " using the Internet can be very expensive today."
One other change: Politicians used the Internet to try and control their message and platforms " they could plainly state where they stood on issues.
But that also has changed, Kluver believes. "Today, people can take images or video posted on a site and use it in ways the campaigner doesn't want," he notes. "It has happened several times in recent weeks, where someone takes a photo or video off a site and uses it in a way not intended.
"So the Internet can definitely backfire on you, and this applies not only to races in the U.S. but in any country in the world. You can lose control of a message in a hurry."
Despite some drawbacks, Kluver believes the Internet for politics is here to stay."Using the Internet in elections will only increase " there appears to be no turning back," he says.
"The Internet will not save a boring campaign. But it can help a skilled candidate distinguish himself or herself from the rest of the pack
"Technology happens so quickly. The Internet is a great way to get people involved, to let them enjoy the political process and to gain more supporters. But the big question is, where does it all go from here?"
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