Description: The capabilities of the Internet have given American politicians a more targeted reach than ever before. With an estimated spend of 160 million dollars in digital marketing for the 2012 American Elections, both the democrats and republicans are relying on the ability to target and persuade specific individuals online.

Source: FastCompany 

Date: October 23, 2012

Horses and bayonets may have become the latest Internet meme to come from the last of the surprisingly comedic presidential debates (see also:binders), but as a metaphor for how candidates–who, as of yesterday, were locked in a dead heat according to some polls–are reaching and mobilizing voters, its archaic inference couldn’t be further from the truth of the campaign. In the final stretch of the presidential race, each camp is employing the most state-of-the-art digital tactics and strategies to target undecided voters in ways Americans have never seen. Read Rest of Story

Questions for discussion:

1. Approximately how many potential voters are no longer consuming mass media? Why?

2. Explain Milward’s view on perspective and national candidacy?