Cyber Campaign
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customization, allows users to tailor and/or screen out online information for their purpose,
whereas information in newspapers and on television is fixed. The third feature is the
Internet’s interactivity, which makes it possible for voters to participate actively in political
life by signing up to volunteer, to contribute money online to a candidate and to interact with
those who share common interests.
In the light of these features, this study will examine factors that determine voters’
use of online campaigning and the Web’s possible effects on voting behavior in the
Presidential Election 2000 by applying the selective exposure theory. Selective exposure
refers to a tendency toward supportive messages in order to increase confidence about thought
and behavior. The presidential election 2000 offered a special opportunity to investigate
voters’ use and possible effects of the Internet. The specific purpose of this paper is two-fold;
this study (1) tests whether voters are more likely to log on to a preferred candidate’s site, and
(2) judges whether Web site use enhances voting turnout.
This study accomplishes these objectives by conducting a two-wave panel survey of
college students. Survey questionnaires were administered to 461 college students at Time 1
(September 2000) and 366 at Time 2 (November 2000). The panel survey explores the
relationship between voters’ preference and exposure to online campaigning over time, as
well as the possible effects of online campaigning on voting behavior. This study expects to
find distinct roles of Web sites in the election campaigning because of the unique features of
the Internet. Understanding the selection of voters will provide more insight into the study
of online election campaigning and cast light on new and growing voters’ digital roles in
democracy in the 21st century.
THEORETICAL FRAMEWORK
Selective Exposure
The classic political communication study of Erie Country by Lazarsfeld, Berelsen
Convention