There is no longer a clear boundary between electronic media and the media that have emerged as a result of new technologies. For example, the advent of the Internet has been revolutionary in giving those who own a personal computer access to a range of digital products.
With new technology, it is possible to track individuals’ interests and send them information about those interests. Conversely, new technology enables readers to select the type of information they would like to receive. In short, the Internet has changed the way things are done.
In fact, the term “reader” is inadequate, particularly as computers become more powerful and increasingly available in private homes, public places and community spaces. Internet users can generally read, see static or moving images, and receive and respond to messages placed on the Internet.
With regard to voter education, this means it is now possible to design programmes and tailor messages, even in developing countries (those with generally few resources, less access to computer networks, and a reliance on telephone connections) where few people have access to the Internet. Interestingly, the Web is a medium without borders. For example, once on the Web, a resource created in the United States for voters with low literacy can be accessed by a library patron in South Africa.
The Internet has drastically changed things. Its evolution is constant, and it is difficult to forecast its impact on learning patterns and educational strategies. So far, voter and civic education programmes have made innovative use of the Web, but much more can be done.
Unfortunately, as with all new technology, one fact remains: innovation is often driven by enthusiasm rather than by a professional assessment of outputs, outcomes and impact. When aiming to develop an effective website, the costs can therefore prove high. It may indeed be possible to recover these costs, for example, by selling advertising space. But in order to do so, the site would have to generate enough traffic – and attract the target audience. It may initially be best to rely on tools that will primarily enable the distribution of documents to educators and election officials.
In the same light, it may not be advisable to expend resources so that a student in California can learn how to vote in Bosnia. That being said, countries with high numbers of skilled expatriate voters may be well served by a well-designed website.
This section deals with publishing on the Web as well as the advantages and opportunities offered by advances in digital production.
