Computers and Politics: Innovation and the Role of Uncertainty in Political Campaign Organizations

Abstract

It is thought that computers are revolutionizing American political campaigns. But little is known about how computers—as information and communications tools— are being used politically. The present study advances a set of hypotheses about how candidates and proponents of ballot measures use computers in elections. The hypotheses relate computer use to the environmental uncertainties campaigns face and to the resources at their disposal. Data were collected from in-depth interviews with 35 political campaign managers. Findings show that campaign "uncertainty" is central to heavy use of computing. Campaigns that expect to face unpredictable forces make heavier use of computers than campaigns that think themselves in a stable world—regardless of how competitive the race actually is, or how richly endowed the campaigns may be. The study draws implications for how computers contribute to the functioning of political campaign organizations as open systems and for the practical conduct of election campaigns. Keywords: communication, computers, campaigns, innovation, uncertainty, politics, technology, consultants.