Are digital tools really changing the way that politics and political campaigns work? Maybe not. In this article in the National Journal Nicco Mele commented on the rise of and effectiveness of digital tools in persuading voters.
Even though voters are moving to new patterns of media consumption, campaigns still spend the overwhelming majority of ad money on TV (about 80 percent for Obama and 90 percent for Romney). That’s because television can reach so many people for so few dollars, and it remains a proven plat- form for establishing campaign narratives. “Obama spent a ton of money on TV in May through August to define Romney as one of the big bankers that fire people,” Mele says. “Could they have done that without TV? I’m highly suspicious.”