Digital Campaigning across Space

Abstract

Abstract This chapter examines developments in digital campaigning in comparative perspective. It does so using survey data from Wave 4 of the Comparative Study of Electoral Systems (CSES) to measure the extent of digital voter contact occurring in eighteen countries (2011–2015). Based on the understanding that extensive voter mobilization is a key feature of a country’s entry into phase IV digital campaigning, the authors infer which nations have progressed more rapidly through the four phases, and are thus most advanced in their use of digital campaign tools. Using this measure, they find that the United States is the most advanced nation and Thailand the least. They investigate the rankings more systematically using multilevel modeling techniques, and find that presidential elections and higher internet penetration rates are most predictive of higher rates of digital campaign contact. The results are helpful in building expectations about the digital campaign performance of the four national case studies.