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American Behavioral Scientist
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Candidate Campaign E-Mail Messages in the Presidential Election 2004

Andrew Paul Williams

Virginia Tech University

Kaye D. Trammell

Louisiana State University

Candidate e-mail messages play an increasing role in online, candidate-controlled media. E-mail messages allow candidates to directly contact voters, serving as political marketing tools. This study content analyzed the universe of campaign e-mail messages (N = 78) from the Bush and Kerry campaigns during the general cycle of the 2004 presidential election. Results indicate that as key election events drew near, candidates increased the number of e-mail messages they sent. Direct address (using you) in the e-mail messages occurred at a statistically significant higher level than expected. Candidates used e-mail messages for promotion more often than opponent attacks. The study also investigated issue coverage, message strategy, and interactivity. The findings indicate that e-mail messages are potent instruments because they can be forwarded to myriad nonsubscribers. As such, candidate e-mail messages can be considered a form of viral marketing that offers a unique way to overcome the problem of selective exposure.

Key Words: e-mail • candidate-controlled media • election • Internet • computer-mediated communication

American Behavioral Scientist, Vol. 49, No. 4, 560-574 (2005)
DOI: 10.1177/0002764205279438
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