Web sites: the next wave of campaigning

Monday, November 4, 1996

INTERNET:

Instant electronic access provides information about the issues,
provides grass roots campaigns with more exposureBy Phillip
Hong

Daily Bruin Staff

Politicians are always talking about change. Change in the
economy, change in the government and change in the electoral
process. Campaigning in the 1996 election has in fact changed,
however, not by the issues or candidates, but by the Internet.

Web sites act as virtual campaign headquarters serving
up-to-date information on issues, and planting the roots for
electronic democracy in the 21st century.

"This is the first year that a line for web addresses was
included in the contact information of the California Ballot
Pamphlet," said Proposition 215 spokesperson Dave Fratello.
"There’s been a flood of visitors to our site ever since."

Campaigns at the grass roots level receive very little
mainstream media coverage. Web sites act as a low-cost solution for
quick and easy information distribution.

"This is campaigning you can do without a million dollars. At
the grass roots campaign we need to get the message out any means
possible," said Adam Ruben, Assistant Media Director of the Yes on
Proposition 212 campaign, located at www.best.com/~myk/fedup/.

Unsure voters logging into web sites like www.prop215.org will
find the text of the proposition, proponents of the bill,
additional ballot materials and up-to-date press releases.

Surfing over to Yes on 217, www.prop217.org, voters discover
county-by-county analysis of Proposition 217 benefits, as well as a
Frequently Asked Questions that clear up some of the more ambiguous
issues surrounding the bill.

Essentially, these types of official web sites listed in the
California Ballot Pamphlet provide users with a substantial
increase of information on issues where coverage is hard to find in
traditional media such as newspapers, radios and television.
Campaigners can also pack more substantial information in their web
site then they can in their campaign brochures.

"It’s a staple nowadays. It’s just as necessary as doing polls,
sending mail, or any other campaign tactic," said Mark Capitolo,
Spokesperson for Yes on 210.

A key in campaigning is to make reporting on the issue as easy
as possible to the press. In this sense, web sites are altering the
underlying mechanisms of the campaign machine by speeding the
process of information distribution between campaigners and
traditional media.

"The whole process of information storage and retrieval has
changed," Fratello said, pointing to the quicker access that
journalists now have to information and press releases.

"I receive lots of letters from patients with cancer using
marijuana for therapy. People I wouldn’t have reached in any other
way without this (the Internet). We hook these people into our
media strategy, connecting them with reporters covering our
proposition, giving first-hand accounts of the importance of this
proposition," Fratello said, pointing out the relationship between
on-line supporters and traditional campaigning.

Capitolo agreed adding that the web as a campaign resource is
crucial. "It goes right through the paperwork," he said."You spend
less time waiting for bureaucrats making copies and filing papers,
a process that could stall documents by days. You get the
information you need the day that it’s done."

Capitolo also notes the importance of virtual campaigning and
gathering information on the opposition.

"I get on the internet everyday, twice. It’s really proven to be
important in this year’s election cycle. Checking out their web
site makes it easy to get at the arguments and strategy
(politicians) are using for their campaign, he said."

A new channel of political discourse has opened in this year’s
election cycle. However, the effects of the Internet on the voting
process is on information distribution alone. Many doubt that a day
will come where citizens will be able to register and vote from
home. Regardless, campaigning on the Internet levels the playing
field by providing a voice in the national media to those who would
otherwise not have one.

A possible scenario for the future of campaigning is described
by Ruben. "When Proposition 212 passes and gets the big money out
of politics this kind of campaigning will only expand."

You can now submit a copy of your ballot on-line at
http://dailybruin.ucla.edu. Results will be posted election
night.