New research from the Institute for Politics, Democracy & the Internet illuminates the characteristics, media consumption habits and online activities of the people most likely to volunteer, donate and promote candidates and causes in the 2008 election. Using questionnaires completed by almost 10,000 registered voters, Poli-fluentials: The New Political Kingmakers sheds new light on the American adults who will play – and, indeed, are already playing – an outsized role in the upcoming campaigns.

Authors: Carol Darr (GWU and Harvard), Julie Barko Germany (IPDI), Amy Gershkoff and Hal Malchow (MSHC Partners), Alan Rosenblatt (Center for American Progress), Jordan Shlacter (Yahoo! Media Sales Research), and Doris Spielthenner, Neal Gorenflo and Harald Katzmair (FAS.Research).

Download Poli-fluentials: The New Political Kingmakers

PDF format, 2MB, 54Pages.

Introduction:

The purpose of this research is to shed light on the American adults who will be the most active in the 2008 election –the likeliest to volunteer, donate, promote candidates and join causes through both online and word of-mouth advocacy. We call this sought-after group of political activists “Poli-fl uentials™” in recognition of their involvement in politics as well as their influence as outspoken opinion leaders among their families, friends, neighbors and colleagues. This research report explains who these Poli-fluentials are, examines their habits, behaviors and preferences, and describes how to communicate with them as well as how they communicate with each other.

The purpose of this new study is to gain a deeper and more nuanced understanding of these trend setters, who are the most politically active and most influential, and to show candidates and advocacy groups where to find them, how to get their attention, and how to take advantage of their unique characteristics....

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The Institute for Politics Democracy & the Internet
The Graduate School of Political Management
The George Washington University
805 21st St., NW, Suite 401
Washington, DC 20052

The Institute for Politics, Democracy & the Internet (IPDI)  is part of the Graduate School of Political Management of The George Washington University. Its mission is to promote the use of the Internet and new communication technologies in politics to enhance democratic values, encourage citizen participation and improve governance, at home and abroad; in short, to “democratize democracy.”

IPDI conducts research that anticipates and interprets trends; publishes studies and guidelines that that show candidates, public officials and activists how to make the best use of the new communication tools; and holds seminars and conferences that advocate best practices, teach new skills and allow for the national and international exchange of ideas on the democratizing uses of the Internet and other new technologies.

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