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Given the advanced state of digital technology and social media, one would think that the Democratic and Republican Parties would be reasonably well-matched in terms of their technology uptake and sophistication. But as past presidential campaigns have shown, this is not the case. So what explains this odd disparity? Political scientists have shown that Republicans effectively used the strategy of party building and networking to gain campaign and electoral advantage throughout the twentieth century. In Prototype Politics, Daniel Kreiss argues that contemporary campaigning has entered a new technology-intensive era that the Democratic Party has engaged to not only gain traction against the Republicans, but to shape the new electoral context and define what electoral participation means in the twenty-first century. Prototype Politics provides an analytical framework for understanding why and how campaigns are newly "technology-intensive," and why digital media, data, and analytics are at the forefront of contemporary electoral dynamics. The book discusses the importance of infrastructure, the contexts within which technological innovation happens, and how the collective making of prototypes shapes parties and their technological futures. Drawing on an analysis of the careers of 629 presidential campaign staffers from 2004-2012, as well as interviews with party elites on both sides of the aisle, Prototype Politics details how and why the Democrats invested more in technology, were able to attract staffers with specialized expertise to work in electoral politics, and founded an array of firms to diffuse technological innovations down ballot and across election cycles. Taken together, this book shows how the differences between the major party campaigns on display in 2012 were shaped by their institutional histories since 2004, as well as that of their extended network of allied organizations. In the process, this book argues that scholars need to understand how technological development around politics happens in time and how the dynamics on display during presidential cycles are the outcome of longer processes.

Hardcover:

9780199350247 | Oxford Univ Pr, July 1, 2016, cover price $99.00

Paperback:

9780199350254 | Reprint edition (Oxford Univ Pr, July 1, 2016), cover price $27.95 | About this edition: Given the advanced state of digital technology and social media, one would think that the Democratic and Republican Parties would be reasonably well-matched in terms of their technology uptake and sophistication.

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Product Description: The Impact of YouTube on U.S. Politics provides a historical, descriptive, and conceptual analysis of the broad and evolving political impact of YouTube. It specifically addresses how politicians, campaigns, the media, and the public utilize YouTube for political campaigning, communication, and engagement...read more

Hardcover:

9780739183496 | Lexington Books, August 14, 2014, cover price $85.00 | About this edition: The Impact of YouTube on U.

Paperback:

9781498500012 | Reprint edition (Lexington Books, February 26, 2016), cover price $39.99 | About this edition: The Impact of YouTube on U.

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Product Description: The days of "revolutionary" campaign strategies are gone. The extraordinary has become ordinary, and campaigns at all levels, from the federal to the municipal, have realized the necessity of incorporating digital media technologies into their communications strategies...read more

Hardcover:

9780190231910 | Oxford Univ Pr on Demand, August 12, 2015, cover price $99.00 | About this edition: The days of "revolutionary" campaign strategies are gone.

Paperback:

9780190231927 | Oxford Univ Pr, August 12, 2015, cover price $27.95 | About this edition: The days of "revolutionary" campaign strategies are gone.

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Product Description: UPDATED FOR THE 2016 ELECTIONThe book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order...read more

Hardcover:

9780307954794 | Crown Pub, September 11, 2012, cover price $26.00 | About this edition: The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

Paperback:

9780307954800 | Reprint edition (Broadway Books, September 17, 2013), cover price $15.00 | About this edition: UPDATED FOR THE 2016 ELECTIONThe book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

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Product Description: The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting – to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations...read more

Hardcover:

9780415879781 | Routledge, November 11, 2010, cover price $140.00 | About this edition: The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting – to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations.

Paperback:

9780415879798 | Routledge, November 11, 2010, cover price $45.95 | About this edition: The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting – to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations.

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Product Description: The political campaign is one of the most important organizations in a democracy, and whether issue, or candidate, specific, it is one of the least understood organizations in contemporary political life. With evidence from ethnographic immersion, survey data, and social network analysis, Philip Howard examines the evolving act of political campaigning and the changing organization of political campaigns over the last five election cycles, from 1996 to 2004...read more

Hardcover:

9780521847490 | Cambridge Univ Pr, October 17, 2005, cover price $89.99 | About this edition: The political campaign is one of the most important organizations in a democracy, and whether issue, or candidate, specific, it is one of the least understood organizations in contemporary political life.

Paperback:

9780521612272 | Cambridge Univ Pr, September 30, 2005, cover price $34.99 | About this edition: The political campaign is one of the most important organizations in a democracy, and whether issue, or candidate, specific, it is one of the least understood organizations in contemporary political life.

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A direct-mail marketing insider demonstrates how communications technology is used in American politics today and how the character of politics and politicians is being shaped by communications and high-tech media

Hardcover:

9780688067830 | Beech Tree Books, April 1, 1988, cover price $18.95 | About this edition: A direct-mail marketing insider demonstrates how communications technology is used in American politics today and how the character of politics and politicians is being shaped by communications and high-tech media

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