4. Campaigning Online

In this chapter, I begin by tracing the rise of digital campaigning in Australia, including the use of targeted social media advertising. I describe changes in the macro-political environment, including how voters receive political news and engage politically. I draw heavily on interview data with digital campaigners from the parties, consultants who have worked for the parties as well as other relevant campaigners. I argue that despite the preoccupation with digital in the international scholarship, it remains a secondary channel in Australian election campaigns. The reasons for this include the institutional architecture of Australian democracy, as well as scepticism about how effective digital is at persuading voters, especially in the major parties.