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The Dimensions of a Digitally Networked Campaign

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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:


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

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

Print: Elise Shulman (Oceans)
202.796.9705 or

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

Print: Tanya Arditi (Immigration, Progress 2050, race issues, demographics)
202.741.6258 or

Spanish-language and ethnic media: Jennifer Molina
202.796.9706 or

TV: Rachel Rosen
202.483.2675 or

Radio: Chelsea Kiene
202.478.5328 or