Symbolic Politics in the Information Age: The 1996 Republican Presidential Campaigns in Cyberspace

This paper traces the use of the World Wide Web as a medium of political communication during the 1996 American presidential campaigns. Beginning with the Republican campaigns’ use of the medium during the primary election season, a typology of uses of the web is outlined. While all campaigns felt it necessary to participate in the World Wide Web, different candidates used the medium differently. Furthermore, no campaign made full use of the much-publicized interactive capacity of the web; they used it more as a new means of transmitting traditional mass-media literature (video, graphics, etc.) and as a way of providing access to large volumes of campaign information (voting records, speeches, position papers, etc.).