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      Campaigning on the Internet: 2008 Presidential General Election Candidate Webpage

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          Abstract

          The Internet is becoming an increasingly important component of political campaigns. This study employed content analysis to apply Functional Theory and Issue Ownership Theory to Obama’s and McCain’s presidential candidate webpages in the 2008 campaign. Acclaims (92%) were more common than attacks (98%); defenses did not occur in this sample. Policy (82%) was addressed more than character (18%). When discussing policy, these candidates addressed future plans most frequently, followed by general goals and then past deeds; on character, candidates discussed ideals, then personal qualities, and then leadership ability. This study shows that as candidates use the Internet to reach voters, their webpages conform to theoretical expectations.

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          A Coefficient of Agreement for Nominal Scales

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            Negative Political Advertising: Some Empirical Findings

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              The Simple Act of Voting

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                Author and article information

                Journal
                KOME: An International Journal of Pure Communication Inquiry
                Hungarian Communication Studies Association
                01 December 2016
                : 4
                : 2
                : 46-58
                1653c37076fe44689aa4eaf28e96f940 10.17646/KOME.2016.24

                This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

                Categories
                Communication. Mass media
                P87-96

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