Blog Campaigning: 1.2 Outline of the Study

1.2 Outline of the Study

Before going into a discussion about the findings of the study and the conclusions that can be drawn from them, the paper will present a brief outline of the methodology used to approach the research problems. The paper will further introduce the reader to the world of blogs and the factors that make the blog a valuable electioneering instrument for political campaigns. A brief outline of earlier attempts to measure the impact of web campaigns on voting behaviour will place the potential impact of blogs in a theoretical perspective. A review of the existing academic literature will further examine how blogs have been used by political campaigns to date and discuss the impact they might have had on specific elections. Finally new data will be compared to the previous literature in an attempt to generate new ideas about how we can measure the impact of blogs on a campaign and the outcome of an election.