Abstract
The development of the Internet and social platforms was expected to have a profound influence on citizens’ ability to influence politics, transforming traditional methods of political communication. This article examines the digital campaign strategy of the Internet MANA alliance during the 2014 New Zealand General Election. Internet MANA adopted digital strategies that had proven successful overseas and had the potential to radically transform New Zealand politics. The campaign, however, culminated in a disastrous electoral defeat. The article argues that online media strategies alone cannot explain election outcomes. Instead, we need to explore the ways in which digital campaign strategies interact with the electoral system, mainstream media and political ‘brands’. Going beyond the specifics of New Zealand politics, this article raises questions about the role of technology on political communication practices.
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