| The growth of the Internet and the World Wide Web as a means of mass communication has not been overlooked by politicians. Candidates have used campaign Web sites since the 1994 congressional elections in the hope of enhancing overall political persuasion. Over the last ten years, technological advances in hardware and software combined with the explosion of personal computers in the home and workplace have significantly advanced the art and science of political campaigning on the Internet. Human-Computer Interaction research is used to develop better methods of designing Web sites to make them more usable. The advantages of usable Web sites include an increase in time spent at the site by users, enhanced cognitive engagement by the user, and positive Web surfing experiences for the user. Persuasion theory and research has shown that increased exposure to a stimulus can lead to positive reactions from respondents. People who are actively engaged in an activity or message stimulus are more likely to be favorable toward the activity or message. When communicating through a Web site, usability increases exposure and increases user engagement; therefore, it increases the likelihood of creating a positive attitude toward the communicator or his or her message. It should follow that Web sites produced by politicians would be designed with maximum usability for an enhanced user experience with the potential for increasing persuasion. A content analysis of campaign Web sites during the fall 2002 election found the level of usability of US Senatorial, Congressional, and state campaign sites was moderate to poor. Web sites were compared to standard usability guidelines established prior through research. The analysis found a significant correlation between increased usability and an increase in a candidate's percentage of the vote. Few differences were found between groups based on party, gender, or level of office. Some differences in usability were found based on region and incumbency. |
