Internet – novo poglavlje predizbornih kampanja
Internet in pre-election campaigns

Summary/Abstract: With the emergence of television, pre-election campaigns in US shifted its focus from the content and the platform to the image of candidates who became well-packaged products. The biggest election turnout in US occurred exactly at the time of the emergence of this media; however, the percentages of voters’ turnout plummeted in the nineties. Enhanced by the attributes of television as a media, the focus on “how” rather than on “what” did not achieve absolute results, and voters responded to the invasion of political image producers with voting abstinence. The latest chapter in pre-election campaigning is the Internet. With its properties and the rapid expansion of the users’ net, the new media offers different conditions of communication with voters and is becoming a powerful – and so far, insufficiently utilised – weapon in the hands of pre-election strategists.

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