Candidates' Web Practices in the 2002 U.S. House, Senate, and Gubernatorial Elections.

This study focuses on the extent to which U.S. campaigns are adapting traditional campaign strategies to the Web and/or developing innovative strategies that employ some of the particular affordances of Web technologies and on how well campaign characteristics, such as incumbency and major party affiliation, and/or race characteristics, such as statewide office and competitiveness, explain the level of a campaign's adaptation of or innovation with Web technologies. Adapting traditional campaigning proved to be far more common than developing innovative strategies. The findings suggest that additional aspects of campaigns' structure and organizational processes need to be studied in order to understand campaigns' Web technology adoption strategies. [ABSTRACT FROM AUTHOR]