Advisor

• Dr. Min Liu

Degree

• Masters

Abstract

This report assesses the utilization of the Internet as a political tool for the 2008 presidential candidates, assessing the use of the candidates’ Web campaigns. Through research, review of site structure, and a usability test, the report analyzes sites using established evaluation methods and pulled together an interpretation of the success or failure of the technology from a voter’s perspective. The report investigates how and whether political Website design influences voters. The goal was to determine which types of site designs give the best impression of the candidate. Study participants viewed political Websites of four of the 2008 Presidential Candidates. They completed an online survey designed to elicit their impressions and to find out based on their comparison whether or not this experience has changed the way they view the candidates. The results showed most of the participants of the survey still have not chosen a candidate. The results also suggest that it does not matter, or there is not a connection between highly rated, well-organized sites and voters’ views of the candidates and how they will cast their vote.