From Echo Chamber to Persuasive Device? Rethinking the Role of the Internet in Campaigns

Most of the e-campaigning literature claims that the Internet can reinforce political attitudes, but not change them. In this article, I analyze the issue through the Receive-Accept-Sample (RAS) theory, which postulates that messages can change attitudes if they are both received and accepted by audiences. Based on qualitative elite interviews with thirty-one consultants and operatives involved in the 2008 United States Presidential election, I argue that campaigns are finding new avenues to raise both reception and acceptance of their messages, whose implications merit close empirical scrutiny. The probability of message reception can be increased by citizens’ propensity to seek out issue positions online and by diffusion through low-threshold activities by supporters; the probability of message acceptance can be augmented by video and targeting of content; finally, indirect persuasion through interpersonal communication can increase the probability of both reception and acceptance.