The Megaphone Hosting

According to a report out from the Pew Internet and American Life Project, “A record-breaking 46% of Americans have used the internet, email or cell phone text messaging to get news about the campaign, share their views and mobilize others. And Barack Obama’s backers have an edge in the online political environment.” They go on to say in the summary of their findings:

Furthermore, three online activities have become especially prominent as the presidential primary campaigns have progressed: First, 35% of Americans say they have watched online political videos–a figure that nearly triples the reading the Pew Internet Project got in the 2004 race.

Second, 10% say they have used social networking sites such as Facebook or MySpace to gather information or become involved. This is particularly popular with younger voters: Two-thirds of internet users under the age of 30 have a social networking profile, and half of these use social networking sites to get or share information about politics or the campaigns.

Third, 6% of Americans have made political contributions online, compared with 2% who did that during the entire 2004 campaign.

A significant number of voters are also using the internet to gain access to campaign events and primary documents. Some 39% of online Americans have used the internet to access “unfiltered” campaign materials, which includes video of candidate debates, speeches and announcements, as well as position papers and speech transcripts.

Online activism using social media has also grown substantially since the first time we probed this issue during the 2006 midterm elections. Among the findings in our survey:

• 11% of Americans have contributed to the political conversation by forwarding or posting someone else’s commentary about the race.

• 5% have posted their own original commentary or analysis.

• 6% have gone online to donate money to a candidate or campaign.

• Young voters are helping to define the online political debate; 12% of online 18-29 year olds have posted their own political commentary or writing to an online newsgroup, website or blog.

Led by young voters, Democrats and Obama supporters have taken the lead in their use of online tools for political engagement.

• 74% of wired Obama supporters have gotten political news and information online, compared with 57% of online Clinton supporters.

• In a head-to-head matchup with internet users who support Republican McCain, Obama’s backers are more likely to get political news and information online (65% vs. 56%).

• Obama supporters outpace both Clinton and McCain supporters in their usage of online video, social networking sites and other online campaign activities.

Yet despite the growth in the number of people who are politically engaged online, internet users express some ambivalence about the role of the internet in the campaign. On one hand, 28% of wired Americans say that the internet makes them feel more personally connected to the campaign, and 22% say that they would not be as involved in the campaign if not for the internet. At the same time, however, even larger numbers feel that the internet magnifies the most extreme viewpoints and is a source of misinformation for many voters.

I found the above June 15 report an interesting read. Clearly the internet is a battleground to be considered too at the campaign headquarters this time around, even more so than the last. Apparently communication of your message is not just the province of standard media outlets anymore. Whether that’s a good or bad thing of course, time will tell.

For more information, you can view a full PDF of the Report and PDF of the Questionnaire.

The Pew Internet Project is an initiative of the Pew Research Center, a nonprofit “fact tank” that provides information on the issues, attitudes and trends shaping America and the world. Pew Internet explores the impact of the internet on children, families, communities, the work place, schools, health care and civic/political life. The Project is nonpartisan and takes no position on policy issues. Support for the project is provided by The Pew Charitable Trusts.