The Use and Abuse of Digital Democracy: Case Study of Mybarackobama.com

The field of technoethics explores the ethical challenges that technology poses to the different spheres of society. Recently, scholars have begun to explore the ethical implications of new digital technologies and social media, particularly in the realms of society and politics. A qualitative case study was conducted on Barack Obama’s campaign social networking site, my.barackobama.com, in order to investigate the ways in which the website uses or misuses digital technology to create a healthy participatory democracy. For an analysis of ethical and non-ethical ways to promote participatory democracy online, the study included theoretical perspectives such as the role of the public sphere in a participatory democracy and the effects of political marketing on the public sphere. The case study included a content analysis of the website and interviews with members of groups on the site. The study’s results can be found further in the article. DOI: 10.4018/jte.2012070104 International Journal of Technoethics, 3(3), 50-68, July-September 2012 51 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Obama, this study explores the use and abuse of digital media in promoting participatory democracy. More specifically, the study examines the ways in which Obama’s social networking site, my.barackobama.com, influences participatory democracy. The study draws on interviews with members of my.barackobama.com, as well as the text of the website itself.