Many political players and commentators agree that American political campaigns are currently undergoing a period of change, due to increased use of the internet (which has become a valuable fundraising tool) and the apparently declining effectiveness of television advertising.
However, as modern technology continues to adapt to changes in society, Internet campaigning will never be able to serve as a complete replacement for traditional political campaigning without reducing the significant barriers to entry. Internet political campaigning leaves out entire portions of each population because it only is accessible to a certain portion of the population, leaving those without this access disconnected.
For example, during Obama’s recent presidential campaign, Internet political campaigning was effective at reaching the younger population, as they remain engaged with social websites and new media. Because of the limits of technology, Obama’s Internet campaign failed to reach older generations who didn’t use this new media, as well as significant amounts of the population who didn’t have access.