Copyright by the American Political Science Association. Candidates primarily desire to shape Internet presentation along a more traditional campaign model because that model still applies to the mass public even when in cyberspace. This implies that revolutionary changes that some envision the Internet bringing to political campaigning at best will meet realization beyond the immediate future. The special nature of 1999 elections, separated from national office campaign forces among other things, brings more confirmation to the uses and gratifications theory proposed by Sadow and James when used as part of a longitudinal investigation that produces results consistent with the evolution of such a theory. Theory Several corollaries attach themselves to the theory presented, conclusions about potential voters and candidates.
Most potential voters have little incentive to use the Internet to gather candidate information.
Sites optimally will satisfy the needs of any onlooker, but they primarily gear themselves to the committed partisan while striving to prevent alienating more casual viewers. Other considerations endemic to the political environment effect site construction within the boundaries of the theory. The passage of time also should affect site construction. As technology advances, increased sophistication becomes possible and at less cost. However, candidates should not indiscriminately place content and capabilities of their sites.