Webstyle is a term used to describe a system for analyzing how candidates strategically present themselves to voters through their campaign Web sites. Since the 1996 campaign Web sites have been institutionalized in presidential campaigns. By 1998 close to 90% of U.S. Senate and gubernatorial candidates hosted campaign Web sites. Since that time voters and the media have developed expectations that serious campaigns for national or statewide office will host a campaign site; and expectations are growing for races at lower levels as campaign Web sites become financially reasonable for candidates at all levels.

Similar to political television advertising, campaign Web sites offer candidates a communication forum they can control. This control allows candidates to fine tune both their message and appearance, neither of which are ...

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