- 期刊
網際網路為美國總統選舉帶來新紀元－狄恩選戰的啟示
The Internet Ushers in a New Era in US Presidential Elections: What Can Be Learned from Dean's Campaign
摘要
網際網路在1996年美國大選首度成為總統競選的媒介之一，四年之後的大選，幾乎所有總統候選人都設有網站，不過他們並不了解網路互動的特性。直到2003年，前佛蒙特州長狄恩爭取民主黨總統候選人提名，從沒沒無聞迅速攀登九位競爭者中民意支持度之首，尤其是在募款方面，他竟然超過其他幾位知名政治人物，主要的原因就是他善用網際網路，透過網路讓他能夠接觸一些從來沒有參與政治活動的民眾，匯集散佈各地的零星支持者形成一股龐大的力量。不過，狄恩成為媒體注目的焦點後，一再失言，等到提名選戰白熱化以後，雖然他花了很多錢作廣告，卻無法贏得中間選民的支持。在提名選戰第一役的愛阿華州黨團會議大敗，從此一蹶不振，有人認為他就像1990年代末期的許多網路公司一樣，是一場過度誇張的網路泡沫。本文從狄恩的支持者、他使用網路的情形、及狄恩本身和他傳達的訊息分析他這場選戰，發現他的團隊確實能透過網路與支持者保持充分的互動，使得這場選戰成為大家共同參與的團隊行動。然而，狄恩本身經驗不足，經不起嚴格的檢驗，最後還是逃不過失敗的命運。但是他利用網路動員支持者和募款的創意，已將美國總統選戰帶進一個新的紀元。
並列摘要
The internet made its debut in U.S. presidential races in 1996, but, until last year, it was used mainly as a means of selling the candidates and raising funds, not much different from other media such as television or direct mail. Former Vermont Governor Howard Dean's ingenious use of the web; however, had catapulted him from an obscure figure on the national scene into the front-running status by the end of 2003, when he raised record funds at the expense of some of the nationally renowned opponents. But his spectacular rise faded quickly after Iowa and New Hampshire, where Democrats chose John Kerry, a decorated Vietnam veteran, instead of Dean because of his often confusing remarks. That led to comparison between his campaign and the internet bubbles of the 1990s. The study has examined his campaign from three different angles: his supporters, the media (the internet), and the messenger and his message. The findings show that he had, indeed, taken advantage of the interactive nature of the internet and run a decentralized campaign where supporters were free to take the initiative in organizing various activities that attracted many who had never taken part in political activities, not to mention making campaign contributions. Although he failed to win the nomination, his successful use of the powerful new medium has ushered in a new era in US presidential campaigning.