This paper examines the use of new media in the 2007 election. This election is commonly seen as a breakthrough for the use of Internet in electoral campaigning due to the high profile use of Internet channels in the ‘Kevin 07’ campaign and its association with the change of Government. The paper examines the impact of the technology on the presentation of political campaign messages in the campaign. In this election, the Internet played a more visible role in both centralised party and individual candidate campaign strategies. The paper concludes that while some innovation occurred, the overall application of new media was modest, which parties and candidates face unprecedented challenges from a wide variety of alternative online voices. The degree of political engagement with online channels remains limited, however, by the continued dominance of mainstream mass media channels.
- Political competition
- Kevin Rudd