On-Line Interaction and Why Candidates Avoid It

Key Points

• This article examines the reasons candidates choose to avoid on-line interaction, focusing on its impact on communication and engagement.
• Qualitative analysis of candidate communications
• Review of literature on digital interactions
• Interviews and surveys with political candidates
• Candidates report a fear of negative feedback from on-line audiences
• Concerns about misinterpretation of messages lead to avoidance
• Perceived lack of control over digital interactions influences candidate behavior