Internet overtakes newspapers as main source of campaign news

[Cross-posted on Berkman’s Internet & Democracy blog]

There were many firsts in this 2008 election cycle: amongst them the pivotal role played by the Internet in engaging voters, raising funds and organizing volunteers and party supporters. But the most striking trend to emerge was that the Internet has overtaken newspapers as the main source where people look for campaign news.

A recent poll conducted by the Pew Research Center for People and the Press (full report here) has looked at the different media sources where people look for campaign information between October 2004 and 2008. According to the poll:

–    the percentage of respondents who reports turning to the Internet as their first or second choice for getting campaign information has tripled between 2004 and 2008 from 10% to 33% (a staggering 23 percentage point change).

–    At the same time the percentage of people who mention newspapers as their first or second choice for getting campaign news has remained stable at 29% between 2004 and 2008.

TV remains the most prominent source of campaign information. What is striking, however, is that especially amongst young people the Internet is largely the new place where to go and look for political news. 49% of 18-29 year olds and 37% of 30-49 year olds turned to the Internet compared to 29% of 50-64 year olds and 12% of the over 65. For newspapers we see the exact opposite trend: only 17% of 18-29 year olds and 23% of 30-49 year olds looked for campaign news in newspapers (both percentages below the general population average), compared to 34% of 50-64 year olds and 45% of over 65.

Clearly these data show that it is not only ‘digital natives’ who are turning increasingly to new media to get their political information. The 30-49 age group is also choosing technology over more ‘traditional’ sources of information, suggesting that an important transformation is taking place in news consumption habits. This is certainly aided by the increasing attention paid to new technologies by campaign strategists – but also by the growing bottom-up participation encouraged by blogs, social networking sites and interactive features of online news sites.

About Corinna

Corinna di Gennaro (BSc LSE; MPhil, DPhil, Oxon) is a Fellow at the Berkman Center for Internet & Society, at Harvard Law School.
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