Four Functions of Digital Tools in Election Campaigns : The German Case

Abstract

This article presents a case study of the use of digital tools by campaign organizations in Germany’s 2013 federal election. Based on observations and in-depth interviews with key personnel in the campaigns of six of the parties running for Parliament, I examine whether German campaigns’ use of digital tools follows the usage practices that have been identified in studies of campaigns in the United States. I group how campaigns use digital tools into four categories: organizational structures and work routines, presence in information spaces online, support in resource collection and allocation, and symbolic uses. I show that these categories capture how German parties use digital tools. U.S.-based studies can thus provide helpful interpretive frameworks for studying digital campaigning in other countries. However, I also reveal that there are important differences between German and U.S.-based online campaigning. These differences stem from the different levels of intensity with which digital tools are deployed in each country.