Communication and Technology

The smart media environment and the rise of the network have had principal(prenominal) implications for presidential communication. As the first chief executive directors of the new media era, Presidents measurement Clinton and George W. Bush have established an online presence through the lily-white family Web site, www.whitehouse.gov. As the site has evolved, these administrations have had to fit the communication potential of technological innovations against the requirements of politics and government. Future presidential administrations will embrace new opportunities and confront additional challenges as they seek to integrate new media options of the Web 2.0 era and beyond into their communications strategies. The advent of the Internet has given rise to a challenging new era in presidential communication. digital technology has had profound implications for the ways in which the White hall deals with citizens, elites, journalists, and global actors. The technological revolution in communication comes at a time when presidents have increased their public appearances as well as the scope of their policy initiatives (Kumar 2007). As presidents privation to enlist the media to achieve their policy and governing goals (Cook 2005), the White House has incorporated Internet strategies into its increasingly complex communications plans. The Internet also has implications for the organizational arrangements and structure of communication across the executive branch.



The accountability, task specialization, and jurisdiction of departments and agencies is being reconsidered as the information paper of the bureaucracy becomes increasingly Internet-centric (Fountain 2002). Presidents Bill Clinton and George W. Bush, as the first new media era chief executives, have been pioneers in the development of strategies for governing with digital communication. With no established blueprints, their efforts have combined thrifty planning with trial and error. While Clinton and Bush publicly avow to use...

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