Main Article Content
This article examines the role of digital media in three recent national election campaigns: Australia in 2007 and Canada and New Zealand in 2008 . Examining the process of technology adoption and strategic use by parties and individual candidates, it explores similarities and differences in the use of these evolving campaigning channels. Against the current literature on variables influencing technology adoption, specific attention is given to the use of different communication channels as tools to target specific audiences, the adoption of a wide variety of technologies to ensure broad (‘mass’) reach, and the co-ordination of messages across different platforms. The analysis aims to identify structural, organisational, technological and cultural determinants of variation in the adoption and deployment of these technologies.
Authors submitting articles to UTSePress publications agree to assign a limited license to UTSePress if and when the manuscript is accepted for publication. This license allows UTSePress to publish a manuscript in a given issue. Articles published by UTSePress are protected by copyright which is retained by the authors who assert their moral rights. Authors control translation and reproduction rights to their works published by UTSePress. UTSePress publications are copyright and all rights are reserved worldwide. Downloads of specific portions of them are permitted for personal use only, not for commercial use or resale. Permissions to reprint or use any materials should be directed to UTSePress.