With the race coming down to the wire Congressional candidates across the country are emptying all of their campaign money into all forms of advertising. Television, radio, newspapers, direct mailings, and mass telephone calls are all mediums at the disposal of the candidates. Generally these methods of advertising are expensive, labor intensive, or both. However, the Internet serves as a mode of advertising that is neither of these things.
According to Paul Herrnson in Congressional Elections:
“Campaigns save money and effort, and avoid mistakes, when they direct voter, donor, and press inquiries to their website.”
Both Rep. Michael Arcuri and Richard Hanna have campaign websites that state their stance on issues, provide background information about each candidate, and keep website viewers updated on the happenings of the race. Websites are an equalizer in some ways that allow both candidates to clearly articulate their positions better than they could on an expensive thirty second TV advertisement or photo/campaign slogan in a newspaper.
For example as the Utica Observer-Dispatch recently pointed out Hanna released another television ad that smears Arcuri saying he failed at increasing jobs in Upstate New York. A viewer who watches this ad may become curious about Arcuri’s credibility and may want to learn more about him and also Hanna for that matter. By visiting each candidates website a potential voter is able to get a clearer picture of each candidate and make an informed decision come election day.
Both candidates even have Facebook pages which can be seen here:
I feel the internet is a great resource for candidates to reach out to voters. It isn't surprising that the candidates have looked toward social networking sites. Websites like Facebook allow candidates to provide links to their television advertising, newspaper articles, and other media sources. It also allows candidates to update voters on what is going on in the campaign, how they stand on certain issues, and ultimately can use it as a way to promote themselves and their campaign. I will not be surprised if I see more and more candidates using this approach in future elections.
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