Internet Campaigning for Grassroots and Astroturf Support

Abstract

This article explores how participation was promoted on the web sites of U.S. Senate candidates in the 2004 election. The research formalizes the concept of plagiarized participation, whereby would-be participators are encouraged to present the words of others as their own in support of a cause. The campaign web site functions of encouraging supporters to write letters to their friends and to newspapers provide an ideal test for the appeal of plagiarized participation. The broader mobilization efforts of candidates are also documented. Providing frequency counts and text examples, this article gives a systematic view of Internet campaigning for grass-roots and astroturf support.