CAP en EspaƱol
Small CAP Banner

The Dimensions of a Digitally Networked Campaign

    PRINT:
  • print icon
  • SHARE:
  • Facebook icon
  • Twitter icon
  • Share on Google+
  • Email icon

Online advocacy and political campaigns can be envisioned in three dimensions (or, if you prefer a computer metaphor, versions 1.0, 2.0, and 3.0). At the core, the dimensions are about the strategic flow-direction of communication (see Table). One-dimensional campaigns are about broadcasting a one-way campaign message, with tight language control, to voters. Two-dimensional campaigns are about building a transactional or two-way relationship with voters—getting them to register to vote, for example. And 3-D campaigns unleash the masses, with communication flowing to and from the campaign, as well as in any direction between and among voters. And in reality, 3-D campaigns have more than three dimensions because, in addition to facilitating omni-directional messaging and organizing, digital networks overcome obstacles of distance and allow for time-shifting.

Read the full series:

Introduction

Campaign Dimensions: 1-D Strategies

Campaign Dimensions: 2-D Strategies

Campaign Dimensions: 3-D Strategies

To speak with our experts on this topic, please contact:

Print: Allison Preiss (economy, education, poverty)
202.478.6331 or apreiss@americanprogress.org

Print: Tom Caiazza (foreign policy, health care, energy and environment, LGBT issues, gun-violence prevention)
202.481.7141 or tcaiazza@americanprogress.org

Print: Chelsea Kiene (women's issues, Legal Progress, Half in Ten Education Fund)
202.478.5328 or ckiene@americanprogress.org

Spanish-language and ethnic media: Tanya Arditi (immigration, race and ethnicity)
202.741.6258 or tarditi@americanprogress.org

TV: Rachel Rosen
202.483.2675 or rrosen@americanprogress.org

Radio: Chelsea Kiene
202.478.5328 or ckiene@americanprogress.org