Truth and consequence in web campaigning: Is there an academic digital divide?

Use of the web by political parties and candidates as well as the general public is expanding. However, so far, little serious systematic analysis has taken place to examine the spread of the practice and particularly its consequences for electoral outcomes and voter attitudes. In this article, we identify some of the key reasons for the lack of attention to the 'cause-and-effect' questions about Web campaigning and highlight the empirical and theoretical reasons why academic study needs to do more to incorporate it into conventional election studies. We conclude by offering some guidelines for developing the tools and data that are needed for more 'joined-up' study of the subject to take place.