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<title>An evaluation of the web sites of 'third' political parties in the United States of America</title>

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 <h5><A HREF="market.html">Link : An evaluation of the web site marketing of USA Presidential candidates </A></h5>
<H1><center> An evaluation of the web sites of 'third' political parties in the United States of America</h1>

 David Haydn Besag
 Based on the dissertation submitted for the degree of MA in Information and Library Management
 University of Northumbria at Newcastle 

Department of Information and Library Management

 Work originally submitted September 2000 - this version placed on-line August 2001</center>

 Contents

 <A HREF="#Acknow">Acknowledgments</A>

 <A HREF="#Declar">Declaration</A>

 <A HREF="#Abstract">Abstract</A>

 <A HREF="#Intro">Introduction</A>

 <A HREF="#Aims">Aims and Objectives</A>

 <A HREF="#Context">Chapter One : Context</a>

 <A HREF="#Review">Chapter Two : Literature Review</a>

 <A HREF="#Method">Chapter Three : Methodology</a>

 <A HREF="#Auth">Chapter Four : Authority and Credibility</a>

 <A HREF="#Contents">Chapter Five : Contents</a>

 <A HREF="#Design">Chapter Six : Design</a>

 <A HREF="#Acces">Chapter Seven : Access</a>

 <A HREF="#Recomm">Recommendations for political parties</a>

 <A HREF="#Conc">Conclusions and personal comments</a>

 <A HREF="#Further">Further Research</a>

 <A HREF="#Bib">Bibliography</a>

 <A HREF="#Comments">Appendix One: A series of interesting comments (most of the comments in this section were not originally in the dissertation)</a>

 <A HREF="#Over">Appendix Two : Examples of overstatements concerning the Internet and the World Wide Web (not an original part of the dissertation)</a>

 <A HREF="#Market">Appendix Three : Notes about marketing (not an original part of the dissertation)</a>

<H2> <center><A NAME="Acknow">Acknowledgments</a></center></h2>

I wish to acknowledge the support and advice of my dissertation supervisor, Andrew Walker. In

addition, I would to offer my thanks to Alison Pickard for her helpful comments

regarding my research proposal. Finally, I would like to offer thanks to friends and family

who have offered support through this period, and especially my mother.

<H2> <center><A NAME="Declar">Declaration</a></center></h2>

No research quoted within the document has been used before for any previous work.

<H2> <center><A NAME="Abstract">Abstract</a></center></h2>

This study evaluated four political web sites in the United States of America. These web sites belonged to the Constitution Party, the Green Party USA, the Libertarian Party and the Natural Law Party. These web sites were all evaluated by using consistent criteria.
This criteria was produced through an extensive literature review. It was discovered that there was not one specific text which impinged upon the evaluation criteria. Rather, a large combination of texts had to be combined.

The survey was separated into four categories. These were authority and credibility, contents, design and access. The most important two criteria were accuracy and bias. It was discovered that political web sites, although not telling lies, do have a tendency to distort the truth. For example, the Natural Law Party quoted press stories, but removed sections that were critical of themselves. Equally, all four web sites showed signs of significant bias. This ranged from calling people you did not like, "evil' or 'sodomites' to claiming that the death penalty was racist (and not the people who carry it out).

The web sites appear to lack any intention of enacting discussions with the public. Although they contained e-mail addresses, they did not contain bulletin boards or chat groups where people could discuss the views of the party.

Finally, it must be held that this dissertation probably made a false assumption. It assumed
that the Web was the way forward for the smaller political parties. After concluding this dissertation, it has been realised that it is one possible answer, but it is not the only one.

<H2> <center><A NAME="Intro">Introduction</a></center></h2>

This piece of work is based on the MA Dissertation completed in September 2000. There are some differences between this document and the original. These differences have occured for two reasons. Firstly, there was a 20,000 word limit which does not apply to this new document, and secondly, there has been more time to add new material. However, the actual analysis of the web sites has not been altered except where a couple of new notes have been made. This new document has been completed ten months after the original and some points need to be made. The hyperlinks listed in this document were current in September 2000. They are listed as references, but there is no guarantee that they are still relevant. These links may no longer work and in some cases the information may have changed. This dissertation examined issues relating to the web sites of four political parties in the USA, and it is probable that there have been changes within the last ten months. For example, the design of the Green Party web site has substantially changed. Therefore, the comments relate to design of the site in September 2000 and not to any later date. The design of the other three web sites seems relatively consistent.

 Two studies claim that the main factor that resulted in the victory of Reform Party candidate Jesse Ventura was the presence of his World Wide Web site(1-2). These claims made a large number of people wonder whether the World Wide Web was the answer to the traditional problems that face third parties in the United States of America. They do not have access to the resources that the major political parties can rely upon and therefore they need something that they can use to their advantage. The basis of this study is the contention that these political parties can use the World Wide Web to redress some of the problems. An evaluation would be undertaken and it was hoped that a clear answer could be reached. It appeared that there were two options. Either the parties were using the Web, or if they were not, they did not understand its potential. There was a third option which was discovered during the study. This will be quickly discussed in the further research section of the study.

The subject for this study was chosen because of a mixture of interest and relevance. The issue of the quality of information on the World Wide Web is a very critical issue. In addition, there is a personal interest in politics in the United States of America and also in the World Wide Web.

1 Campaigns and Elections URL: http://www.campaignline.com/news/index.cfm?id=4

 2 ZDNet: Inter@active Week: A Second Chance: The Potential of Politics Online URL:
http://www.zdnet.com/intweek/stories/news/0,4164,2598869,00.html

<h2> <center><A NAME="Aims">Aims and Objectives</a></center></h2>

<h3> Aims</h3>

1 To discover whether the political parties have understood the implications of the World Wide Web

2 To see where use could be improved upon

<h3> Objectives</h3>

1 Evaluate the web sites using consistent criteria

2 Discover whether interaction with the public is taking place

3 Illustrate specific improvements that the political parties could make to their web sites

4 Identify further research for other people to develop

5 Provide definitive criteria for evaluating a political web site

6 Discover common threads within the web sites

<h2> <center><A NAME="Context">Chapter 1 : Context</a></center></h2>

Newman writes that Presidential elections depended upon grass-roots effects prior to 1956(1). Adlai Stevenson, the Democrat Candidate for President in 1952 and 1956 was acknowledged as a fine traditional stump speaker. Stump speaking was the traditional method by which a candidate would communicate with electors. They would stand near to (or on) a tree stump and communicate with the local electors in each town. However, by the election of 1956 the communication skills required by candidates had changed. Dwight Eisenhower was able to master a new medium which was projecting the Presidential candidates to the living rooms of a significantly increasing number of electors. That medium was television. Eisenhower could master this medium while Stevenson was not able to do so. Television became even more important by the time of the next Presidential election. Democrat candidate John F. Kennedy appeared more confident in front of the cameras than the Republican Vice-President Richard M. Nixon. It is not an overstatement to say that the better presence of Kennedy in the televised Presidential debates was the contributory factor to his five hundred thousand vote victory. To understand how close the 1960 election result was it must be realised that Bill Clinton won in 1996 by more than eight million votes(2).
Schwartz explains that the movement away from the grass-roots to the mass media continued in the 1960s. He states, "To the Sixties generation, one-on-one base-building was a waste of time. Why take a tortuous route to generating support, when television made it possible to reach "the whole world" at once?" (3) Newman claims that the change away from the traditional forms of mass-televised media to new forms of communication become noticeable in the period between 1989 and 1992(4). He states that the increase in cable television viewers increased the opportunities for voters to see the candidates. Clearly, the increase in available channels of communication allowed candidates more opportunities to appear in front of electors. Newman continues to state that a Republican strategist estimated that half of the television advertising budgets were spent on non-national outlets in 1992, compared to ten percent in 1980. In fact, he also claims that the campaign of Bill Clinton in 1992 spent less on network television than any other presidential campaign in history(5-6). If true, then this would show that the traditional centralised forms of communication were undergoing change.
 The claims made by Newman appear correct. The film 'Feed' shows potential Presidential candidates in 1992 waiting in their campaign offices for successive news channels to speak to them. These candidates included Buchanan, Bush, Clinton, Perot and Tsongas(7). This film also shows campaign of footage of Paul Tsongas. Tsongas had a whiny/nasal voice which sounded slightly strange. Communication techniques such as the Internet can help disguise unusual looks or voice. The Internet could have helped disguise the crippling polio of former USA President Franklin Delano Roosevelt. He would have found it much more diffcult to be elected during the television age. It is interesting that Roosevelt's powerful voice was perfectly adaptable to the radio age, especially via his 'fireside chats.' Television contributed to the image that President Jimmy Carter was unfit for office. It showed him exhausted after a short distance during a charity run. This image was transmitted to millions of television users.
Newman states that H. Ross Perot used other non-traditional mechanisms to communicate with voters in 1992. He explains that Perot sent video cassettes out to voters and that he relied on telemarketin(8-9). However, Professor Stephen Heppell has stated, "But it's something that locks us out [TV]. We have to sit back on the couch. We have to be coach potatoes because we can't be part of the action"(10). Another medium would be required in order for political campaigns and the public to interact on a large scale.

Another significant political communication change occurred at the time at the 1996 Presidential election. This development was use of the World Wide Web. Selnow states that the web site of Republican Presidential candidate Bob Dole allowed users to customise its appearance(11). In addition, he states that users were able to configure their own Bob Dole poster and send electronic postcards from the web site. Davis states that the Dole web site included an online donation form and offered a free 'Dole for President mouse pad for those who gave at least twenty five dollars(12). Davis also states that the Louisiana Democrat Party site offered a chat group during the Presidential campaign and that the web site of former Republican candidate Pat Buchanan included a bulletin board where messages could be posted(13-14). Corrado and Firestone state, "During the 1996 Presidential primary campaign, every one of the major Republican candidates established a web site on the Internet to distribute information and receive feedback from voters"(15).

Bob Dole made the World Wide Web a topic of political interest at the conclusion of the first Presidential Debate in 1996. He stated, "This is important business; this election is important. I ask for your support, I ask for your help. And if you really want to get involved, just tap into my home page: www.dolekemp96org." Unfortunately, Senator Dole missed a crucial dot between the letters 96 and org which caused many inexperienced World Wide Web users to fail to find his web site(16). In addition, Dole seemed rather uneasy and uncertain as he mentioned his web site(17).

However, difficulties remain within the use of the World Wide Web by political parties. These are espoused by Davis and by Ward and Gibson(18-19). Davis says that, "The perception of interactivity candidates created in 1996 gave the illusion of interactivity that is, the candidate wants your input. Yet, it gave the candidate complete control over how or whether she or he responded." Ward and Gibson write when examining the 1997 UK General Election that, "Most party officials reported that their web site was set up in response to external factors, namely other parties' activities on the WWW and a perception of the need to be seen as keeping pace with modern technology." These are important comments. As will be seen, the former statement is especially true with the web sites of the smaller political parties within the United States of America.

1 Newman, B.I. The Marketing of the President : Political marketing as campaign strategy. Sage Publications Inc., 1994, p.1.
 2 1996 POPULAR VOTE SUMMARY URL : http://www.fec.gov/pubrec/summ.htm
 3 Excerpt from NetActivism:How Citizens Use the Internet http://www.ora.com/catalog/netactivism/excerpt/index.html
 4 Newman, B.I. op. cit., p.7.
 5 Ibid. p. 16.
 6 Ibid. p. 114.
 7 Feed. Directed by Kevin Rafferty and James Ridgeway. Editors Ed Sarah Durham and Kevin Rafferty. 1992. (USA. Video Democracy Inc)
 8 Newman, B.I. op. cit., p. 21.
 9 Newman, B.I. op. cit., p. xiv.
 10 Horizon : Television is Dead : Long Live TV : Producer Andrew Chitty : ed. John Lynch 1996 : BBC TV
 11 Selnow, G.W. Electronic whistle-stops : The impact of the Internet on American politics. Praeger Publishers, 1998, p. 99.
 12 Davis, R. The web of politics : The Internet's impact on the American political system. Oxford University Press, 1999, p. 109.
 13 Ibid., p. 85.
 14 Ibid., p.89.
 15 Corrado, A. and Firestone C.M., Elections in cyberspace : Toward a new era in American politics. The Aspen Institute, 1996 p. 4.
 16 PRESIDENTIAL DEBATE OCTOBER 6, 1996 URL : http://lab.pava.purdue.edu/pol101/Exercises/Ex04/debate.html
 17 First Presidential Debate 1996. No director. No editor. BBC TV, 06 October 1996
 18 Davis, R. op. cit., p.92.
 19 Crewe, I., Gosschalk B. and Bartle J. Political communications : why Labour won the general election of 1997. Frank Cass Publishers, 1998, p. 95.

<h2> <center><A NAME="Review">Chapter 2 : Literature Review</a></center></h2>

Literature examining the use of the World Wide Web by political parties in the United States of America only started to appear in 1996. The majority of conference papers and books examining this issue have examined elections in 1998 and a few have examined elections in 1996. This is because of the election system within the United States of America. All elections for the President, Senators, members of the House of Representatives and Governors take place in even years. The extensive studies tend to wait until there are election results to study and so there has not been an extensive study examining American politics and the Web for two years.

The previous extensive publications have usually examined the issue of how many political party web sites exist, what these web sites contain and whether they are interactive. However, these studies evaluate a very large amount of web sites in order to generate quantitative data. This is mentioned by Sadow(1).
 His paper examines 1,077 web sites. He writes that one survey examined 270 campaigns rooms (Campaign & Elections, 1998) and another studied 100 web sites (Davis, 1999). In addition, a separate research study by Sadow examined 246 web sites(2). In addition, Kamarck examined at least 161 web sites and Harpham examined over 100 web sites(3-4).
 There does not appear to have been enough qualitative evaluation of political web sites in the United States of America. This is certainly true regarding third parties. In addition, the research concentrates on web sites and election campaigns. Winning elections is not the only reason why a political party is in existence.

The aforementioned study by Kamarck states, 
"Eventually it is hoped that this paper will turn into the first comprehensive look at campaigns on the Internet in an election cycle (in this case the mid-term elections of 1998), for there are many things we don't know about campaigning on the Internet. For instance, we don't know relatively simple facts such as the extent of political campaigning on the Internet. We don't know what kinds of candidates are likely to use the Internet and which are not."
This is an intriguing quote. Clearly, the above study is not the only paper to examine the extent of the use of the Internet during the 1998 elections. Why did Kamarck make this statement? The probable answer is that she did not know that other research was taking place. This is an important issue. There was not a large amount of research in the general subject prior to the 1998 elections. It appears that a number of authors realised that the research was deficient within the specific area and so produced research to examine this issue. However, it appears that the majority of them have examined the same issue (the quantitative extent, rather a qualitative evaluation.) This shows the need for qualitative investigations as an alternative approach. Investigations which examine the extent of the use of the World Wide Web by political parties do not necessarily examine the issue of the quality of the information and whether it is useful to the general public.

1 Virtual Billboards? Candidate Web Sites and Campaigning in 1998 URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa99.htm
 2 Utilization of the World Wide Web as a Communicator of Campaign Information URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa97.htm
 3 Campaigning on the Internet in the Off Year Elections of 1998 URL: http://www.patriotcampaign.com/web_campaign.html
 4 Going On-Line URL: http://www.utdallas.edu/~harpham/going.htm

There are many guides to evaluating information on the Internet and to evaluating web sites. These tend to be placed on educational web sites as guides to students. The majority of these guides examine issues relating to evaluating information on the Internet and do not consider the other issues that impinge on a web site. These guides are authoritative when examining such issues as authority and credibility. However, they do not examine the design of the web site, the specific information that it contains and whether the information is accessible. One reason for this situation is that a significant number of these guides are designed to precipitate the evaluation of information by students. This means that it is irrelevant to these guides whether the web site on which the information resides is not competently designed or is not accessible. A guide to evaluating information contained within a reference article or within a book would consider issues such as authority and credibility. However, it would not consider issues such as the typography or the cost of the information. Secondly, it must be expected that these evaluation texts will be less useful within the contents section of the evaluation criteria. These guides serve as generic evaluation guides. Many of the issues which are contained within the contents section are specific to political web sites. As will be explained, there is no single evaluation list which is relevant to this dissertation.

 Authority and Credibility

The guides tend to make similar comments as regards authority and credibility. For example, there are eight main reference texts that have been discovered(1-8). There are many other texts which include suggestions and criteria. However, these eight texts appeared to contain the most extensive criteria regarding accuracy, bias, credibility, currency and validity. There appears not to be any contentious issues involving these evaluation criteria. All the evaluation texts in some form or another mention the importance of examining the reliability of the information contained in the web sites. It is interesting to note that half out of the aforementioned eight sources appear very little within the remaining three categories of contents, design and access. This appears to confirm that a large number of evaluation resources only concern themselves with issues relating to information. There are two examples of previous literature which examines the issue of authority and credibility within a political web site(9-10). The Internet World article explains how political web sites can misrepresent phrases. The ZD Net article mentions that political web pages should include documented proof for their claims. Bias and accuracy are probably the most important criteria within a political web site. These two articles are the main examples of previous literature which examine these issues.
 The previous literature appears to have included all obvious evaluation criteria.

1 Analog Models for Reviewing Digital Resources URL: http://www.onlineinc.com/onlinemag/SeptOL/rettig9.html
 2 Critically Analyzing Information URL: http://www.library.cornell.edu/okuref/research/skill26.htm
 3 Evaluating Internet Information URL: http://milton.mse.jhu.edu:8001/research/education/net.html
 4 Evaluating Internet Research Sources URL: http://www.vanguard.edu/rharris/evalu8it.htm
 5 Quality Selection Criteria For an Internet Subject Service - 2 Content Criteria: Evaluating the Information URL: http://www.sosig.ac.uk/desire/qualit02.html
 6 Testing the Surf: Criteria for Evaluating Internet Information Resources URL: http://info.lib.uh.edu/pr/v8/n3/smit8n3.html
 7 Tweddle, S. et al. Towards Criteria for Evaluating Web Sites. British Journal of Educational Technology. 29 (3), Blackwell Publishers 1998, p.267-270.
 8 Wolfgram Memorial Library:Informational Checklist URL: http://study.haifa.ac.il/~elis/lessons/lesson3/checklist.html
 9 Internet World November 1996 - Politics '96 URL: http://www.internetworld.com/print/monthly/1996/11/politics.html
 10 ZDNet: Inter@ctive Week: Credibility Gaining Over 'Dirty Politics' URL: http://www.zdnet.com/intweek/stories/news/0,4164,2598888,00.html

 <h3>Contents</h3>

The contents section is the category that has been influenced by the largest amount of literature, but it is also the section which has been influenced least by specific texts. Why is this the case? The problem is that there is not any generic evaluation criteria for the contents of political web sites (or any web sites). Furthermore, those sites which do include a significant amount of criteria tend not to elaborate on them. For example, it would be possible to answer their criteria with a simple 'yes it does' or 'no it does not'. There is a lack of an explanation as to why these criteria are important and there is nothing within these texts to suggest how to evaluate the specific contents. As will be explained, the majority of literature which have examined the subject of this dissertation used quantitative and not qualitative perspectives. Therefore, the question, 'does the web site contain pictures?', can be answered 'yes' by these studies even if the entire site only contains one picture. The problem can be shown by examining three of the relevant web sites(1-3). All three web sites are very relevant because they suggest content that a political web site should contain (albeit concentrating specifically on an election campaign.) Yet, there is no explanation as to why these issues are important. Equal problems are contained within three further texts. All these three texts contain useful evaluation criteria but do not explain why these criteria are important. There are only two texts which can be considered to include extensive criteria which include explanations, and one of these does not even mention the word politics(7-8).

The study authored by Kamarck includes some details which explain how specific candidates have used the Internet. For example, the web site of Roy Eugene Barnes explained to users the legal requirements involved in making a donation and included a secure server on which to make that donation. Furthermore, she explains that the web site of Senator Mikulski allowed the user to click on a county which would then show what she had done for citizens in that location. Thirdly, she explains that in the 1996 Presidential Election, the web site of Bob Dole allowed users to customise its appearance. Finally she explains the interactive measures that were included in the web site strategy of Doug Ross, a candidate for Michigan.

The study written by Breitenbach and Doren actually explains how the Internet can work for a business rather than for a political party. However, the suggestions contained within this article are very important. For example, it explains that users could be allowed to join an e-mail list. This is something that a political party web site can offer. Secondly, they suggest that the web site can include daily news and press releases. A political party can keep their voters and the media informed through this mechanism. Thirdly, they suggest that users can be informed about local dealers in their locality. The political equivalent is for the party web site to list local contacts and web sites. Fourthly, they explain that users should be able to browse and order goods that the organisation produce. A political party web site can allow users to browse their policy statements and also browse and order merchandise. Finally, it suggests that web sites on offer games and puzzles online. A political party web site can offer this service. It will keep people entertained and interested.

There appears to be a lack in the previous literature of a qualitative analysis of the contents of specific political web sites. Previous studies appear either mainly to be quantitatively based or they are theoretical guidelines. There are only two evaluation criteria that the previous literature have not included is the ability to 'recommend a friend'.

1 Issue Content URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/issuecont.htm
 2 Site Content URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/sitecont.htm
 3 Site Elements URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/siteeleme.htm
 4 Going On-Line URL: http://www.utdallas.edu/~harpham/going.htm
 5 Internet and Political Campaigns URL: http://www.asc.upenn.edu/courses/comm226-cgs/november_30.htm
 6 Virtual Billboards? Candidate Web Sites and Campaigning in 1998
URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa99.htm
 7 Campaigning on the Internet in the Off-Year Elections of 1998
http://www.patriotcampaign.com/web_campaign.html
 8 Breitenbach C.S. and Doren D.C.V. Value-added marketing in the digital domain: enhancing the utility of the Internet. Journal of Consumer Marketing, 10 December 1998. 15 (6), MCB University Press p.558-575.

 Design

There are four main resources which include sections covering design criteria(1-4). Only the study by Tweddle et al. contains any information which explains why design issues are important within a web site. These resources examine such issues as structure of the web site, clarity of the web site and the use of language within the web site. There are no significant differences between the design statements that are made by these four resources. All four resources cover the same issues, but their guidelines are phrased slightly differently.

Design evaluation guidelines are very generic and tend not to be subject specific. Therefore, this dissertation has not discovered any design evaluation guidelines which are only applicable to political web sites. None of the previous literature appears to have overlooked any obvious evaluation criteria.

1 Inf.Quality & Standards Truisms URL: http://www.ciolek.com/WWWVLPages/QltyPages/QltyTruisms.html
 2 Quality Selection Criteria For an Internet Subject Service - 2 Content Criteria: Evaluating the Information URL: http://www.sosig.ac.uk/desire/qualit02.html
 3 Quality Selection Criteria For an Internet Subject Service - 3 Form Criteria: Evaluating the Medium URL: http://www.sosig.ac.uk/desire/qualit03.html
 4 Tweddle, S. et al. Op. cit. p267-270.

 <h3>Access</h3>

Access is the section least discussed by evaluation resources. The obvious explanation for this situation is that it is also the least extensive section within this dissertation. There are six main sources for access criteria, but yet again there is little discussion as to why these criteria are important(1-6). Three sources do include a discussion. However, two of these sources only discuss metadata. The issues within the access section are: cost; required computing environment; accessibility; speed; languages; discovering the web site through search engines; web addresses; location of user; help and registration. None of the evaluation resources examine more than four of these issues in in-depth. None of them examine the issues of search engines and web addresses, although as has been said, some do examine metadata. Only one of these sources is an evaluation of political web sites. "Can you find your candidate?", examined the metadata contained within the web sites of potential presidential candidates (George W. Bush, Bill Bradley, Al Gore and John McCain.) This article is very informative. It examines the issue of the poor use of metadata by George W. Bush. This is important within this dissertation, because some of the evaluated political parties make the same mistake. Equally, it explains that Al Gore and John McCain use potentially unethical keywords within their metadata. This is important because one political party that has been evaluated also does this. However, what is lacking in the previous literature is a discussion examining the appearance of political web sites when the user is using an older browser and how easy it is to find them through search engines. It is hoped that this dissertation will rectify some of these omissions.

1 Can You Find Your Candidate? URL: http://www.searchenginewatch.com/sereport/00/03-president.html [08 September 2000]
 2 Library Selection Criteria for WWW Resources URL: http://www.lclark.edu/~ruggiano/netc/criteria.html
 3 Quality Selection Criteria For an Internet Subject Service - 1. Scope Policy URL: http://www.sosig.ac.uk/desire/q1scop.html
 4 Quality Selection Criteria For an Internet Subject Service - 3 Form Criteria: Evaluating the Medium URL: http://www.sosig.ac.uk/desire/qualit03.html
 5 Testing the Surf: Criteria for Evaluating Internet Information Resources URL: http://info.lib.uh.edu/pr/v8/n3/smit8n3.html
 6 The Web Marketing Checklist: 27 Ways to Promote Your Site URL: http://www.wilsonweb.com/articles/checklist.htm

In conclusion it appears that the majority of current evaluation literature can be separated into two sections. These sections are, firstly, those resources that include a quantitative list of many issues regarding evaluation and those that include a qualitative examination of the issues regarding evaluation. For example, the resources which include the most useful guidelines are also the resources which discuss the subject the least, while those resources that discuss the subject tend to have less evaluation guidelines. There are only three evaluation resources which contain useful guidelines and a discussion as to why these guidelines are important. These three resources are, "Evaluating Internet Information", "Testing the surf" and "Value added marketing". It is interesting to note that none of these resources examine political web sites. It appears that the most relevant previous literature is generic in nature which can then be adapted.

The previous political literature appears to be mainly relevant to the content section of this dissertation. Furthermore, "Evaluating Internet Information" (as its name suggests) is only relevant for the authority and credibility section of the dissertation, while "Value added marketing" is mainly relevant to the contents section. This seems to confirm the view that there is not an obvious previous qualitative evaluation of political web sites (or even any web sites) which examines the four sections that this dissertation will evaluate. This is especially true within the contents section. As has been explained, the other criteria are generic in nature. The contents section is subject specific.

<h2> <A NAME="Method">Chapter 3 : Methodology</a></h2>

The method of investigation followed the Scientific Methodology. Four texts were synthesised to produce the following methodology (1-4).

1 Observe some aspect of the universe
 2 Gather data
 3 Observations studied for patterns 'induction'
 4 Define problem
 5 Select population/sample
 6 Select data gathering techniques
 7 Establish categories for classifying data
 8 Controlled experiments conducted
 9 Describe, analyse and interpret findings
 10 Summarise results
 11 Draw conclusions

The above order appeared to be the most practical manner in which to organise the research. Later, there appeared to be a slightly confusing scenario regarding the research methodology. When does a person start observing the universe and gathering data? Technically, it could be argued that this happens as soon as a person is born. Therefore, it is the contention of this dissertation that the research methodology has probably been in existence for over twenty-eight years. It can be argued that the 'official' dissertation research, i.e. over the last year, started at section four when the problem was defined. It is too simplistic to argue that all the data and knowledge within sections one, two and three have suddenly appeared within the last year.

The decision was made that this dissertation would examine political parties who had a strong national presence. This was decided because these political parties would be expected to have a substantial presence on the World Wide Web and it would be more possible to confirm any information contained on the web sites.

Purposive sampling was selected as the most practical method to select the specific web sites. Patton (1990) writes, "The logic and the power of purposive sampling lies in selecting information-rich cases for study in-depth. Information-rich cases are those from which one can learn a great deal about issues of central importance to the purpose of the research, thus the purposive sampling"(5). It was felt that each of the web sites would constitute an information-rich case. This would be the situation even if the web site did not contain large amounts of data. In that instance, the lack of information would be an important issue. Random sampling would have been ineffective. The purpose of this dissertation was not to examine every political party in the United States of America. The purpose was to examine specific political parties against in-depth evaluation criteria. To this end, it was decided that the dissertation would evaluate either four or five political. It was believed that evaluating less than four political parties would probably produce too little data, and that evaluating more than five political parties would probably produce too much data, especially for a qualitative analysis.

A specific sampling frame had to be produced. Patton lists different types of purposive sampling. The most practical approach appeared to be criterion sampling. Patton writes, "Criterion sampling : The logic of criterion sampling is to review and study all cases that meet some predetermined criterion of importance. This approach is common in quality assurance efforts"(6). It was decided that the criteria would be political parties in the United States of America who gained at least a specific number of votes in the 1996 Presidential Election. It was expected that this amount would be between one hundred and two hundred thousand votes. This satisfies the requirement for the political parties to have a strong national presence. Furthermore, this dissertation is a study which is evaluating quality. From personal knowledge it was expected that three political parties would definitely qualify. These political parties were the Constitution Party, the Green Party USA and the Libertarian Party. It was felt that one or two further political parties would probably qualify. To finalise the sample of political parties, the specific section of the 1996 Presidential Election report of the Federal Election Commission was examined(7). The clear dividing line was the vote of the Natural Law Party. This study ignored those parties with a lower vote than the Natural Law Party. None of the parties who are not included have a strong national presence.

The Democrat and Republican parties were ignored because this dissertation concentrates on how third parties use the World Wide Web in the United States of America. A very contentious issue is the situation regarding the Reform Party. This party has been ignored by this study. Why was this stance taken? The Reform Party have been ignored because they are spilt into two factions. This was already known to be the case when the dissertation research was begun. Furthermore, the two Reform Party factions have in August both nominated a different candidate for President. In addition, there are two Reform Party web sites(8-9). Each faction controls one of the web sites. For all intents and purposes the Reform Party has disintegrated and analysis is very difficult until one faction gains control.

Miles and Huberman suggest six tests for a sampling frame(10). It must be relevant; likely to generate sufficient information; enhance the generalisability of findings; likely to produce believable results; be feasible and be ethical. It appeared that the suggested sampling frame satisfied all these requirements. The selected political parties were relevant; they did have web sites that be could be analysed; findings could be transferred to other studies, especially those concerning political parties; it was likely to produce believable results; it appeared to be feasible and the study appeared to be ethical.

The data gathering techniques were decided in advance. The researcher would conduct the evaluation themselves. This was because it allowed instant clarification if a criterion had been phrased badly. This situation could be compensated for because the researcher would know exactly why a specific criterion had been included. In addition, a significant section of this dissertation examines authority and credibility which required in-depth analysis. It was decided that each of the web sites would be evaluated in turn against consistent criteria. This necessitated the construction of an evaluation survey rationale

Girden writes that the two most important aspects affecting the success of a survey are a reliable questionnaire and the selection of the sample(11). This is important because the findings from the survey would be extrapolated to the general population under consideration and therefore the sample has to be representative.

It was decided that the evaluation would consist of open questions. This would allow more data to be evaluated than if the questions were closed. This would be critical if the findings were to be analysed qualitatively. It would have been very difficult to use quantitative methods for the research unless there was a substantial increase in the sample base. It would not have been practical to draw quantitative conclusions from only four samples.

It was decided that it would be beneficial to receive input from the relevant political parties. Two questionnaires were sent to each of the parties. This questionnaire included the current findings of the survey affecting the relevant political parties and requested feedback. Unfortunately, there were no replies.

Data categories were selected after careful examination of the previous literature and through personal judgement. Sources used included books, journal articles, conference papers, web site evaluation criteria and political web sites themselves. The data categories were organised into four sections. These sections are called authority and credibility; contents; design and access. The most relevant reasons why these categories have been included are contained below.

Authority and credibility was considered to be the most important category. This category was included because it is very difficult to confirm on the World Wide Web that information is accurate and reliable. An investigation must confirm whether the information that is stated on the web site is in fact accurate; that it is not misleading and that it has not been taken out of context. The web sites must be studied to examine whether bias exists. This bias may be obvious, or it may not, but the information has been placed on the web site to influence political views. The currency of the information must be examined. This helps to explain how regularly the site is updated and whether the information contained in the web site is still relevant.

The contents of the web site are the means by which political parties convince members of the public to visit the site. For example, do the web sites include mechanisms by which the public can communicate with party; by which the party can communicate with the public and by which the public can communicate with each other? Examples of each of these three scenarios are e-mail contacts; a mailing list and a discussion list. Web sites offer many opportunities to political parties. These include fundraising, disseminating targeted information; presenting their policy initiatives and displaying regional contact information. The web sites need to be evaluated in order ascertain what is contained within.

The design of the web site is important if it is to attract people. If the web site contains the content that the user requires, but it is difficult to read and browse then the user will not be encouraged to return. The information must be accessible to the user. Therefore, the quality of multimedia within the web site must be examined. Font types and sizes will need to be examined to see if they enhance or subtract from the appearance of the web site. The grammar and spelling within sections of the web sites will need to be examined. Problems with these issues would show a lack of professionalism. Finally, the internal organisation of the web site will need to be examined. This will show how easy it is for users to browse and navigate the web site.

The web site must be accessible to the user. The access section examines this issue. It is important to examine whether the user needs an up-to-date computing environment in which to access the information. The web site will need to be examined while using various web browsers. This will show whether the web site is accessible to those people using different computing software. The web site needs to be examined to see if features are accessible to those users with disabilities.

Web search engines will need to be examined in order to see where the web sites are returned. A related issue is to examine the use and quality of the metadata contained within the web site. A lack of metadata can result in problems for those users searching for the web site. Finally, generic web addresses will need to be checked. The user might not know the exact web address for the political party. Often, serendipity is employed, and the user will try a web address that they feel may be relevant.

Furthermore, these criteria were divided into related sub-sections. The criteria evolved over the course of the investigation. Some were removed because they were not seen as being relevant, some were added because new information had been gained from the web sites. However, the majority of evaluation criteria remained constant over the course of the study.

The experiments had to be carefully controlled. It was critical that each web site was evaluated using consistent criteria. Personal views could not be allowed to interfere with the objective evaluations. Margot Ely (1991) quotes Joanna Landau as saying, "I knew I was biased and had to learn to observe, understand, and not make judgements"(1).
To this end, it became necessary to understand where these problems could occur and take action.

The majority of the criteria were evaluated by the use of personal judgement. Some criteria were evaluated slightly differently. Accuracy was evaluated by examining the web sites for referenced statements and claims. These references were examined for accuracy by examining other sources. Currency was evaluated by examining the most recently dated information within such sections as articles and press releases. Finally, links were tested within the web site to see if they were working. The web sites were examined under a variety of web browsers to examine whether the appearance was significantly affected if the user did not have access to up-to-date technology. Search engines were examined to see in which position the relevant web sites were returned. Finally, some generic web addresses were examined to see if the political parties had used them.

Usually each category was examined in turn. Furthermore, each criterion within the categories was examined in turn for all four web sites. The results for all four of the web sites were noted separately. This technique was undertaken for all of the criteria. Field notes were written within a notebook. These served as guidelines for fuller description at a later date. This system is explained by Ely(14). Furthermore, this notebook included insights and speculation which were arrived at while data was being gathered.

Criteria were combined within sub-sections of each category. These enabled relevant concepts to be evaluated at the same time. It was decided that the data for each party would be combined within each sub-section unless there was a specific reason for them being separate. For example, accuracy and bias were not combined because of the extent of the data retrieved. Finally, this data was analysed to examine issues that have been raised and conclusions that could be reached.

1 Hobson, A. and Jenkins, N. Modern Humanism : Living without religion. Third ed. North East Humanists, 2000, p.13-15.
 2 Leedy, P.D. Practical research : Planning and design. 6th Ed. Prentice Hall, 1997, p.96.
 3 What is the ``scientific method''? URL: http://phyun5.ucr.edu/~wudka/Physics7/Notes_www/node6.html#SECTION02121000000000000000
 4 EXPERIMENTAL SCIENCE PROJECTS: An Intermediate Level Guide URL; http://www.isd77.k12.mn.us/resources/cf/SciProjInter.html
 5 Patton, M.Q., Qualitative evaluation and research methods. 2nd ed. Sage Publications, Inc., 1990, p.169.
 6 Ibid., p. 176.
 7 1996 POPULAR VOTE SUMMARY URL: http://www.fec.gov/pubrec/summ.htm
 8 Reform Party of the USA http://www.reformparty.org/
 9 Reform Party of the USA http://www.reform-party-usa.org/
 10 Miles, M.B. and Huberman, A.M. Qualitative data analysis. Sage Publications, Inc., 1994, p.34.
 11 Girden, E.R. Evaluating research articles : From start to finish. Sage Publications, Inc., 1996, p.60.
 12 Yin, R.K. Applications of case study research. Sage Publications. 1993, p.59.
 13 Ely, M. Doing qualitative research : Circles within circles. The Falmer Press, 1991, p.53.
 14 Ibid., p. 51.

<h2><center> <A NAME="Auth">Chapter 4 : Authority and Credibility</a></center></h2>

<h4> 1 Is it clear who authored and created the pages? Is the author's full name displayed? Have you heard of the author before?</h4>

There is not a name claiming responsibility on any of the web sites and especially on the index page. All four sites have links to contact information (1-4) but there is not a name claiming responsibility.

1 Libertarian Party: About this WWW Site. URL: http://www.lp.org/about.html
 2 Contact the Constitution Party URL: http://www.constitutionparty.com/contact_us.htm
 3 The Greens/Green Party USA. URL: http://www.greenparty.org
 4 Contact Us. URL: http://www.natural-law.org/contact.html

<h4> 2 Do you know the occupational background of the author?
 Are authors' credentials provided and are they appropriate? i.e. educational background, past writings, associations and experience--in this area? Does the Web document you are reading gives biographical information, including the author's position, institutional affiliation and address; There is an address and telephone number as well as an e-mail address for the author in order to request further information on his or her work and professional background. An e-mail address alone gives you no more information than you already have.</h4>

Same answer as question 1.

<h4> 3 Does the authors/editors have standing in the field? What else have they written? What are the qualifications of the editor(s) Are they experienced, acknowledged experts in their field? Have you seen the author's name cited in other sources or bibliographies? Respected authors are cited frequently by other scholars.</h4>

Same answer as question 1.

<h4> 4 Is the author associated with an institution or organization? What are the basic values or goals of the organization or institution?</h4>

Same answer as question 1.

<h4> 5 Type of publisher?
Does the resource have some reputable organization or expert behind it? Organizational authorship from a known and respected organization (corporate, governmental, or non-profit). Reputation of the publisher? What else has he/she produced? Is this organization recognized in the field in which you are studying? Is this organization suitable to address the topic at hand? (can check elsewhere on web for other occurrences of authors and publishers)
Does the site have an identifiable, respectable sponsor?</h4>

All four web sites are published by political organisations. These political parties are reputable even the user does not necessarily agree with their views. The Libertarian Party has been in existence since 1971; the Green Party USA since 1989; the Natural Law Party since 1992 and The Constitution Party since 1992(1-4). The latter web site mentions that this political party were formally called the US Taxpayers Party. The Libertarian Party web site has been in existence since May 12 1994(5). It is not known how long the other three web sites have been in existence.

The political parties are recognised in their respective field. The sponsors of the web site appear to be the political parties themselves(6-9). The probable Green Party USA sponsor appears in the left-hand frame of the main page. There is no proof that the Natural Law Party sponsors their web page but it is a reasonable assumption.

1 The Libertarian Party: Historical Overview URL: http://www.lp.org/organization/history
 2 the Greens/Green Party USA-History URL: http://www.greenparty.org/intro.html
 3 Introduction URL: http://www.natural-law.org/introduction/index.html
 4 U.S. Taxpayers Party Changes Name URL: http://www.constitutionparty.com/pr03.htm
 5 Libertarian Party: About this WWW Site URL: http://www.lp.org/about.html
 6 Libertarian Party: WWW.LP.ORG Site Map URL: http://www.lp.org/legal.html
 7 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com
 8 The Greens/Green Party USA URL: http://www.greenparty.org
 9 Contact Us URL: http://www.natural-law.org/contact.html

<h4> 6 Can publisher/sponsor be contacted inc. e-mail? E-mail link to webmaster? Has the material been disseminated by a trade publisher?</h4>

There is an e-mail link for the publisher of the web site within all four web sites(1-4). The publisher link for the Libertarian Party appears on their form. There is a webmaster link for all four political parties(5-8). The webmaster link for the Libertarian Party and the Natural Law Party appear on their respective forms. It is reasonable to classify the political parties as "trade publishers."

1 Libertarian Party: Contacting the LP URL: http://www.lp.org/contact.html
 2 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com
 3 The Greens/Green Party USA URL: http://www.greenparty.org/
 4 Contact Us URL: http://www.natural-law.org/contact.html
 5 Libertarian Party: Contacting the LP URL: http://www.lp.org/contact.html
 6 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com
 7 The Greens/Green Party USA URL: http://www.greenparty.org/contacts.html
 8 Contact Us URL: http://www.natural-law.org/contact.html

<h4> 7 Are there clear guidelines for submitting materials or comments to the pages</h4>

All the web sites expect for the Green Party USA actively encourage the user to send in comments (1-3). The Libertarian Party web site suggests that the user should use their contact form if they have comments or questions relating to the web site(4). It does not appear that any of the web sites actively encourage users to send materials.

1 Libertarian Party: Contacting the LP URL: http://www.lp.org/contact.html
 2 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com
 3 Contact Us URL: http://www.natural-law.org/contact.html
 4 Libertarian Party: About this WWW Site URL: http://www.lp.org/about

<h4> 8 Is the information in the resource accurate? A resource may be checked against other resources or against information that the evaluator has. Is the information presented as fact accurate?
 Are sources of information and factual data listed, and available for cross-checking?
Does the page cite a bibliography or provide references to confirm the accuracy of the information? The author alludes to or displays knowledge of related sources, with proper attribution? Combine SME with useful reference sources.
 How reputable is origin of any data or information?
 Is the information verifiable through trusted source? Is the content credible?</h4>

 Constitution Party

The Party Platform sections mentions the Constitution of the United States and it includes the interpretation of that document by the Constitution Party(1). The articles section of the web site contains very few references(2). Articles tend to include quotes which are difficult to confirm. There are no direct links with which to verify accuracy.

An article quotes the 4th, 9th and 10th Amendments to the US Constitution(3). It can be confirmed that the Amendments have been quoted correctly(4). An article quotes James Madison(5). This quote can be confirmed as accurate(6).

Part of the Party Platform section is potentially misleading(7). The Constitution Party state that, "We affirm the principles of inherent individual rights upon which these United States of America were founded:
 "That each individual is endowed by his Creator with certain unalienable rights; that among these are the rights to Life, Liberty, Property and the Pursuit of the individual's personal interest;" This quote can be traced directly to the Declaration of Independence. However, there are four other paragraphs directly below. It is not clear from where these paragraphs have origniated. They do not appear in that form within the Declaration of Independence, The Constitution of the United States of America or within the Amendments to The Constitution(8-10).

The Constitution Party tend to quote sources such as The Constitution, The Bible, and historical references.

1 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html
 2 The Constitution Zone - Constitution Party Articles and Essays URL: http://www.constitutionparty.com/thezone.htm
 3 The Buck Stops With Congress URL: http://www.constitutionparty.com/the_buck_stops_with_congress.htm
 4 Amendments to the Constitution URL: http://www.house.gov/Constitution/Amend.html
 5 A Republic, Not a Democracy URL: http://www.constitutionparty.com/a_republic_not_a_democracy.htm
 6 Federalist No. 10 URL: http://lcweb2.loc.gov/const/fed/fed_10.html
 7 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html
 8 The Declaration of Independence: Transcription URL: http://www.nara.gov/exhall/charters/declaration/declaration.html
 9 The Constitution of the United States of America URL: http://www.access.gpo.gov/congress/senate/constitution/conart.html
 10 The Constitution of the United States of America URL: http://www.access.gpo.gov/congress/senate/constitution/conamt.html

 Green Party USA

The web site claims that Greens started winning elections immediately in New England when the predecessor of the party was formed in 1984(1). There is no proof provided for this claim. Furthermore, the relevant New England State Green Party web sites contain no proof(2-7). The same page claims that Greens have stopped incinerators, planted trees, served on civic advisory commissions and protected their watersheds(8). Again there is no proof provided for this statement. In addition, the page states that local Greens are organising in forty-six out of fifty States. However, there are only links to contact information for forty-four States and for the District of Colombia(8-9). There is not any contact information for Alabama, Idaho, North and South Dakota, South Carolina and West Virginia.

The old Green Party USA political program is available on the web site(10). It does not contain any references.

There is also a draft new program available(11). This contains a number of claims. Firstly, it mentions a Fortune magazine article which states the financial position of Bill Gates. Secondly it mentions H.R. 40 sponsored by Representative John Conyers. This bill would examine the historical effects of slavery. Thirdly, it mentions a white racist riot in Tulsa, Oklahoma in the 1920s. Fourthly, it claims that a "Jonny Gammage" law was one of four demands of the National Emergency March for Justice Against Police Brutality in Washington DC on April 3 1999. The document claims that the march was endorsed by Amnesty International, Asian American Legal Defense and Education Fund, Jews for Racial and Economic Justice, National Black Police Association, National Congress for Puerto Rican rights, Southern Organizing Committee for Social and Economic Justice, Women for Justice and many others. Finally, it mentions the 1999 UN Development Report.
 All the above statements can be confirmed as accurate.(12-17).

However, there are a number of claims that cannot be confirmed. The document mentions the 1992 Census of Government. The figures for local government contained in the official report differ from the figures contained within the official document(18). The document mentions the Landrum-Griffith Act of 1959 and the Taft-Hartley Act of 1947. The accuracy of the claims made by the Green Party USA regarding these bills cannot be confirmed because it not been possible to find the text of the bills. Furthermore, the document mentions economic discrimination caused because of Jim Crow segregation. It has not been possible to confirm that this is the case.

The document lacks direct links in order to verify the information. It become necessary to search sources such as the World Wide Web to discover any relevant proof.

1 the Greens/Green Party USA-History URL: http://www.greenparty.org/intro.html
 2 The Connecticut Green Party URL: http://www.greens.org/ctgreens/
 3 The Maine Greens Archive URL: http://www.mainegreens.org/
 4 Massachusetts Green Party URL: http://www.massgreens.org/
 5 New Hampshire Greens URL: http://www.mv.com/ipusers/rizzio/
 6 green party of rhode island URL: http://www.greens.org/ri/
 7 Vermont Green Caucus homepage URL: http://www.middlebury.edu/~holzapfe/greenvermont.html
 8 G/GPUSA - Affiliates URL: http://www.greenparty.org/affiliates.html
 9 Green Parties of North America URL: http://www.greens.org/na.html
 10 GPUSA National Green Program URL: http://www.greenparty.org/programold.html
 11 URL: http://www.greenparty.org/program.rtf URL: http://www.greenparty.org/program.rtf
 12 BILL GATES: RICHEST AMERICAN EVER
URL: http://library.northernlight.com/SG19990714110006525.html?c6=13&sc=0#doc
 13 THOMAS -- U.S. Congress on the Internet URL: http://thomas.loc.gov/
 14 The Tulsa Race Riot - June 1, 1921 URL: http://www.tulsahistory.org/riot.html
 15 CNN - Archaeologists to search for mass graves from 1921 Tulsa riot - January 20, 2000
URL: http://www.cnn.com/2000/US/01/20/tulsa.riot/index.html
 16 National Emergency March for Justice URL: http://www.themarcusgarveybbs.com/wwwboard/messages/6.html
 17 HDR99: The Report URL: http://www.undp.org/hdro/report.html
 18 Index of /prod/2/gov/gc/ URL: http://www.census.gov/prod/2/gov/gc/

 Libertarian Party

The Libertarian Party contains a story on Ron Crickenberger being named a "Rising Star" by the May 2000 edition of Campaigns and Elections magazine (1). This magazine is published by Congressional Quarterly who claim 95% readership from Members of Congress (2). However, the web site published by the magazine shows that Crickenberger is only one among sixty people named in the article as "Rising Stars" (3). The Libertarian Party story claims that it is a first for any third party. No direct link is provided although the story is online. The story is accurate but it appears that it is less of an achievement than might be believed from reading the story.

The web site mentions that three Presidential opinion polls place Libertarian Candidate, Harry Browne, on at least one percent of the vote(4). There are no direct links to verify. It is not possible to verify the Zogby and Gallup results via their respective web sites(5-6). The Rasmussen poll results are correct(7). These polls places Harry Browne on 1.1 percent on June 5 and July 18.

The Libertarian web site mentions that the Advocates for Self-Government bestowed Lights of Liberty Awards on 180 libertarians. The web site mentions that the aforementioned organisation are "a non-profit, non-partisan libertarian educational organization"(8). People must act like libertarians and promote libertarianism to get the award. It is difficult to understand how a libertarian organisation can be classified as non-partisan. A conservative educational organization would not be classified as non-partisan.

It is stated that Harry Browne had thirty-four percent name recognition in an opinion poll (9). However, the relevant Gallup poll shows that when people were asked for their opinions of Harry Browne the result was a name recognition of eighteen percent(10). It was only when the statement was changed to "Libertarian Candidate Harry Browne" it became thirty-four percent. The web site article can be viewed as misleading because it gives the impression that the first question had resulted in the thirty-four percent answer rather than the second question.

The web site contains the quote, "I no longer believe that the two parties are going to fix our [nation's] problems, because they are both too corrupt. Both parties are caught in the politics of the past, intellectually bankrupt, and morally bankrupt as well. -- Gary Hart, Talk Magazine, February 2000" (11) This person is the former 1984 and 1988 Democrat Presidential Candidate Gary Hart(12). However, it is claimed that he supports liberal Democrat Warren Beatty as a Presidential Candidate(13). There are two likely alternative reasons for the printing of this quote. Firstly, the quote has been taken out of context and gives the impression that Gary Hart is sympathetic to libertarianism. Secondly, that the web site expects that anybody who is not supporting the main two parties is automatically supporting libertarianism. These alternative reasons produce an article that is misleading or arrogant respectively.

The web site reviews a book written by Harry Browne(14). This book review cannot be objective it is very unlikely that the web site would criticise the party's Presidential Candidate. This is especially true because the review is written by the LP News Editor.

The web site contains a selection of press quotes(15-16). The picnic story cannot be found within the Washington Times archives(17). The fire station story cannot be found within the specific web site(18). Furthermore, this does not appear to be a very authoritative source.
The supermodels story does appear on Washington Times web site(19). The gun control story does appear in the LA Times archives (20).

The national platform at contains no references to enable facts to be checked(21). The only exception is the environmental section(22).

The Protection of Privacy section is repeated twice(23).

1 LP News Online: July 2000: LP Political Director Ron Crickenberger URL: http://www.lp.org/lpnews/0007/crickenberger.html
 2 Congressional Quarterly, Inc.; About CQ URL: http://www.cq.com/aboutcq/about.html
 3 Campaigns and Elections URL: http://www.campaignline.com/news/index.cfm?id=16
 4 LP News Online: July 2000: Harry Browne surpasses 1% mark in three national opinion polls URL: http://www.lp.org/lpnews/0007/browne.html
 5 Welcome to the Home of Zogby International URL: http://www.zogby.com/
 6 The Gallup Organization URL: http://www.gallup.com/
 7 Portrait of America | Presidential Tracking Poll URL: http://www.portraitofamerica.com/html/poll-804.html
 8 LP News Online: July 2000: The Advocates for Self-Government honors '99 Lights of Liberty winners URL: http://www.lp.org/lpnews/0007/lightsofliberty.html
 9 LP News Online: July 2000: Politics 2000 URL: http://www.lp.org/lpnews/0007/politics2000.html
 10 Gallup Poll Surveys - CNN/USA TODAY/GALLUP POLL - June 6-7, 2000
URL: http://www.gallup.com/poll/surveys/2000/Topline000606/Topline000606.asp
 11 Libertarian Party: Media Quote URL: http://www.lp.org/press/quotes.php
 12 Newsletter URL: http://www.writers.com/newslett.htm
 13 Daily Brief URL: http://primarydiner.com/daily_dish/daily_brief_archive/daily_brief_88.htm
 14 LP News Online: August 2000: Book Review: "The Great Libertarian Offer"
URL: http://www.lp.org/lpnews/0008/bookreview.html
 15 LP News Online: July 2000: Talking Points (1/2) URL: http://www.lp.org/lpnews/0007/talkingpoints.html
 16 LP News Online: July 2000: Talking Points (2/2) URL: http://www.lp.org/lpnews/0007/talkingpoints2.html
 17 Archives - The Washington Times URL: http://www.washtimes.com/archives.htm
 18 NEWS of the WEIRD URL: http://www.newsoftheweird.com/
 19 Archives - The Washington Times URL: http://www.washtimes.com/archives.htm
 20 Los Angeles Times Archives URL: http://www.latimes.com/archives/
 21 Libertarian Party: 2000 National Campaign Platform URL: http://www.lp.org/issues/campplat/
 22 Libertarian Party: Issues & Positions: Environment URL: http://www.lp.org/issues/environment.html
 23 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html

<pr>Natural Law Party

The Candidates section of the web site mentions that the 2000 elections were only 12 months away(1). However, this was stated in August when in fact the November elections were only three months away. The statement was probably true when it was originally placed on the web site.

The web site claims that the Natural Law Party is the fastest growing new political party in America(2). No base is stated for this claim. For example, is it the percentage increase in membership, votes, elected officials or total increase in membership, votes, elected officials, or through another calculation base?. For example, an increase from one to four is an increase of three hundred percent.

The above page also states that the Natural Law Party gained two and a half million votes in 1996. It is not possible to confirm these figures because of the extent of elections nationwide at all levels of government and because not all the election results are available online. The page states that the Natural Law Party had one hundred and forty-two candidates in twenty four States in 1998. However, their web site only supplies one hundred and thirty nine results from twenty-three States(3).
 The Natural Law Party supplies election results from 1998. However, their site almost always understates the votes gained by their candidates compared with the official election results contained on State Government web sites. There are also some contradictions between the information supplied by the party and that supplied by the State Government.
 The information on the California State web site mentions that there were twenty-six Natural Law candidates in 1998(4). The Natural Law Party site only mentions twenty-four candidates(5). Karen Blasdell-Wilkinson in District 29 and Annie Wallack in District 43 were the two candidates not mentioned. Karen Blasdell-Wilkinson and Annie Wallack are listed as the current contacts for Congressional District 38 and State Assembly seat 64 respectively in California(6). Therefore, there appears no logical reason for their omission from the election results.
 A candidate is described as Walter Rhuelig in Natural Law Party site and as Walter Ruehlig in the California site. The latter is correct as proved through the California contacts web page(7). This mistake is incredibly careless. If a political party cannot name its own candidates correctly then the general public will not be impressed with that party. In addition, he is classified as standing in District 7 in the Natural Law Party site and in District 9 in the California site. Julia F. Simon is classified as standing in District 59 on the Natural Law Party site and in District 49 in the California site. The California State site claims that there are only fifty-two districts.
 The Natural Law Party web site states that George J. Mansfeld gained 10,443 vote (3%), in an Idaho election while the respective State Government site claims that he gained 7,833 votes (2.1%)(8-9). The results claimed for the House of Representatives election seem to have no obvious problems. It is impossible to check the other results.
 The web site claims that a Natural Law Candidate for Governor of Oregon was called Patti Stewart and gained 3,941 votes while the Oregon State Government site claims that they were called Patti Steurer and gained 7,823 votes(10-11). The Oregon contacts web site proves the Natural Law Party have again named their own candidate inaccurately(12).
 The Colorado State Government web site mentions that a Natural Law Candidate gained fourteen percent of the vote in a Board of Education election but the percentage vote and total vote are not mentioned on the Natural Law Party site.(13-14).
 The vote that the Natural Law Party claim for their candidate in Louisiana is greater than that stated within the relevant State Government web site(15-16).
 The election results seem accurate for Delaware, Hawaii, Kentucky, Massachusetts, Michigan, Nevada, New Jersey, South Carolina and Utah(17-34). It is not possible to confirm the results for Connecticut, Iowa, Maryland, Mississippi, Montana, Ohio, Pennsylvania, Rhode Island and Tennessee(35-52).

The Natural Law Party claims that their candidates received up to 30% of the vote in some races(53). Yet, their own election results show that the largest percentage was Montana at 28.5%. Others results with a vote in excess of 20% were Montana 24% and California 23%. Results in excess of 10% were Utah 14% and 11%, California 13% and 10%, Massachusetts 13% and Idaho 12%.

The Natural Law Party Platform section continuously mentions proven solutions. For example, the summary section of their proposals states, "Proven developmental technologies such as the Transcendental Meditation program, to directly increase intelligence and boost educational outcomes." It also states, "Train as few as 1D2% of military personnel, comprising one or several groups of 5,000D10,000, in the proven peace-promoting technology of the TM-Sidhi program"(54). The word 1D2% appeared in that manner on their web site and is not a personal typographic mistake.

References and notes are included in certain sections but there are no direct links.

There are not any references for the following sections: Abortion; Foreign Policy; Gun Control; Capital Punishment; Drug Abuse; Family Values; Revitalizing Our Inner Cities; Upholding the Rights of Minorities and Additional Issues (Gay Rights/Same-Sex Marriage, Legalization of Drugs, Welfare, Affirmative Action, Right-to-Work/Unions, Trade Issues)

A press release claims John Hagelin assumed the leadership of the Reform Party with a 7-0 vote(55). This vote would not have affected who was the leader of the party because it was only a vote examining the issue of the Presidential candidate.
 The web site of Pat Buchanan contradicts the 7-0 claim(56). It claims that the Party Chair (Gerald Moan) and Treasurer (Tom McLaughlin) have ruled the action illegitimate.
There was no mention of a disqualification of Pat Buchanan on the official Reform Party web site(57). However, this web site now endorses John Hagelin. The problem with this endorsement is that the Reform Party has become totally split. It is probable that web site is under the control of supporters of John Hagelin.
 Note : The last sentence was proved to be correct after the dissertation was completed. A competing Reform Party web site was created during the Presidential Election. That site endorsed Pat Buchanan.

The above press release claims John Hagelin has been endorsed by leaders of the New York Reform Party. However, the New York link on the official Reform Party web site leads to an Independence Party web site which claims that they have not endorsed a candidate yet and will not until late September(58-59).

There appears to be differences between press articles appearing in the Natural Law site and the versions of these articles appearing on the relevant newspaper web sites. The press releases on the Natural Law Party web site includes three dots to indicate where sections of the press articles have been removed. The inclusion of three dots within the press articles is insufficient to justify removing content. The user of the web site would not necessarily realise that sections of the press articles had been removed. It is interesting to note that the paragraphs which have been removed include comments from the campaign of Pat Buchanan, comments which are not beneficial to the Natural Law Presidential candidate John Hagelin and comments which are not beneficial to the Reform Party. John Hagelin is also attempting to stand as the Reform Party Presidential candidate. The comparative press releases are listed as references 60-70.

There are two press articles which appears exactly the same on the Natural Law Party web site as they appear on the respective newspaper web sites. These articles appeared in the Washington Times and on the worldnetdaily.com web site(71-74).

The web site claims that the US is 24th in a World Health Organisation report classification(75). This is proved by examining the relevant report(76).

A section of the Natural Law Party platform mentions a table which does not appear to exist(77).

The platform section of the web site contains many claims about proven scientific solutions. However, the main proof provided is a web site which has a vested interest and cannot be viewed as objective(78).

The government supported by natural law section mentions the law of nature(79). However, this is not the same as natural law. There are no objective references within this section. The platform section does not contain enough proof from reputable and objective sources.

1 Become a Candidate URL: http://www.natural-law.org/candidate/index.html
 2 Introduction URL: http://www.natural-law.org/introduction/index.html
 3 Previous Election Results URL: http://www.natural-law.org/archives/index.html
 4 CA Secretary of State - Vote98 - United States Congress - All Districts - District-wide
URL: http://vote98.ss.ca.gov/Returns/usrep/all.htm
 5 1998 Election Results - California URL: http://www.natural-law.org/archives/98_results/california.html
 6 States - California URL: http://www.natural-law.org/states/California.html
 7 States - California URL: http://www.natural-law.org/states/California.html
 8 1998 Election Results - Idaho URL: http://www.natural-law.org/archives/98_results/idaho.html
 9 98 General - US Senator Race URL: http://www.idsos.state.id.us/elect/98result/98gnussn.htm
 10 1998 Election Results - Oregon URL: http://www.natural-law.org/archives/98_results/oregon.html
 11 Official Results, 1998 General Election: Governor
URL: http://www.sos.state.or.us/elections/nov398/other.info/gov.htm
 12 States - Oregon URL: http://www.natural-law.org/states/Oregon.html
 13 Colorado Department of State - Election Information URL: http://www.sos.state.co.us/elections/electioninfo.html
 14 1998 Election Results - Colorado URL: http://www.natural-law.org/archives/98_results/colorado.html
 15 1998 Election Results - Louisiana URL: http://www.natural-law.org/archives/98_results/louisiana.html
 16 Louisiana Secretary of State--Multi-Parish Elections Inquiry URL: http://www.sec.state.la.us/cgibin/?rqstyp=ELCMR&rqsdta=110398&ID=14012601
 17 1998 Election Results - Delaware URL: http://www.natural-law.org/archives/98_results/delaware.html
 18 Welcome from the Commissioner of Elections URL: http://www.state.de.us/election/index.htm
 19 1998 Election Results - Hawaii URL: http://www.natural-law.org/archives/98_results/hawaii.html
 20 Election Results 1998 ELECTION URL: http://www.hawaii.gov/elections/reslt98/index.htm
 21 1998 Election Results - Kentucky URL: http://www.natural-law.org/archives/98_results/kentucky.html
 22 URL: http://www.sos.state.ky.us/ELECFIL/PAST%20RESULTS/98usrep.txt URL: http://www.sos.state.ky.us/ELECFIL/PAST%20RESULTS/98usrep.txt
 23 1998 Election Results - Massachusetts URL: http://www.natural-law.org/archives/98_results/massachusetts.html
 24 1998 Massachusetts State Election Return of Votes: State Representative
URL: http://www.magnet.state.ma.us/sec/ele/eleres/98return9.htm
 25 1998 Election Results - Michigan URL: http://www.natural-law.org/archives/98_results/michigan.html
 26 1998 Election Information URL: http://www.sos.state.mi.us/election/elecadmin/1998web/98elect.html
 27 1998 Election Results - Nevada URL: http://www.natural-law.org/archives/98_results/nevada.html
 28 Nevada Secretary of State - Official 1998 General Election Results
URL: http://sos.state.nv.us/nvelection/1998General/o_g1998elect.html
 29 1998 Election Results - New Jersey URL: http://www.natural-law.org/archives/98_results/new_jersey.html
 30 URL: http://www.state.nj.us/lps/elections/elec98/results/house_tally.html URL: http://www.state.nj.us/lps/elections/elec98/results/house_tally.html
 31 1998 Election Results - South Carolina URL: http://www.natural-law.org/archives/98_results/south_carolina.html
 32 South Carolina Election Results URL: http://www.state.sc.us/cgi-bin/scsec/r0?election=gen98p
 33 1998 Election Results - Utah URL: http://www.natural-law.org/archives/98_results/utah.html
 34 98GenQuickview URL: http://governor.state.ut.us/lt_gover/98GenQuickview.htm
 35 1998 Election Results - Connecticut URL: http://www.natural-law.org/archives/98_results/connecticut.html
 36 CT Secretary of the State - Main URL: http://www.sots.state.ct.us/ElectionsDivision/Electionindex.html
 37 1998 Election Results - Iowa URL: http://www.natural-law.org/archives/98_results/iowa.html
 38 Iowa Secretary of State | Home URL: http://www.sos.state.ia.us/
 39 1998 Election Results - Maryland URL: http://www.natural-law.org/archives/98_results/maryland.html
 40 Past Elections - Maryland State Board of Elections
URL: http://www.elections.state.md.us/past_elections/index.html
 41 1998 Election Results - Mississippi URL: http://www.natural-law.org/archives/98_results/mississippi.html
 42 Mississippi Secretary of State - Elections Home Page URL: http://www.sos.state.ms.us/elections/elections.html
 43 1998 Election Results - Montana URL: http://www.natural-law.org/archives/98_results/montana.html
 44 Elections: Election Results URL: http://www.state.mt.us/sos/Elections/Election_Results/election_results.html
 45 1998 Election Results - Ohio URL: http://www.natural-law.org/archives/98_results/ohio.html
 46 Elections and Information for Candidates URL: http://www.state.oh.us/sos/elecpage.html
 47 1998 Election Results - Pennsylvania URL: http://www.natural-law.org/archives/98_results/pennsylvania.html
 48 Pennsylvania Department of State - Commissions, Elections, and Legislation URL: http://www.dos.state.pa.us/bcel/elections/elections.html
 49 1998 Election Results - Rhode Island URL: http://www.natural-law.org/archives/98_results/rhode_island.html
 50 RI Elections URL: http://www.state.ri.us/submenus/rielclnk.htm
 51 1998 Election Results - Tennessee URL: http://www.natural-law.org/archives/98_results/tennessee.html
 52 Tennessee Division of Elections URL: http://www.state.tn.us/sos/election.htm
 53 Introduction URL: http://www.natural-law.org/introduction/index.html
 54 Platform - 50 Pt Action Plan to Revitalize America URL: http://www.natural-law.org/platform/50_point_summary.html
 55 News Flash: Buchanan Ousted: Hagelin Assumes Reform Party Leadership URL: http://www.natural-law.org/news/news_flash/2000_07_30.html
 56 Buchanan Reform URL: http://www.buchananreform.com/new/statements/longmarch_longbeach.htm
 57 Campaign 2000 in the News URL: http://www.reformparty.org/campaign2000/
 58 Independence Party of New York URL: http://newyork.reformparty.org/
 59 Independence Party of New York URL: http://ipny.org/
 60 Press Articles --San Francisco Chronicle July 12, 2000 URL: http://www.natural-law.org/news/press_articles/2000_07_12b.html
 61 Buchanan's Unlikely Rival Lashes Out/Natural Law nominee wants Reform nod, too URL: http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2000/07/13/MN63640.DTL
 62 Press Articles --CNN July 12, 2000 URL: http://www.natural-law.org/news/press_articles/2000_07_12a.html
 63 Reform party candidate challenges Buchanan to open voter lists - July 12, 2000 URL: http://www.cnn.com/2000/ALLPOLITICS/stories/07/12/reform.challenge/index.html
 64 Press Articles --The Washington Post July 3, 2000 URL: http://www.natural-law.org/news/press_articles/2000_07_03a.html
 65 Buchanan, Hagelin on Reform Party Ballot (washingtonpost.com) URL: http://www.washingtonpost.com/wp-dyn/articles/A37080-2000Jul2.html
 66 Press Articles -- Baltimore Sun June 17, 2000 URL: http://www.natural-law.org/news/press_articles/2000_06_17b.html
 67 SunSpot - Jack W. Germond & Jules Witcover URL: http://www.sunspot.net/content/archive/story?section=archive&pagename=story&storyid=1150340226722
>br>68 Press Articles -- Salon.com June 7, 2000 URL: http://www.natural-law.org/news/press_articles/2000_06_07.html
 69 Salon.com politics | Reform Party rumble URL: http://www.salon.com/politics/feature/2000/06/07/mangia/index.html
 70 Salon.com politics | Reform Party rumble URL: http://www.salon.com/politics/feature/2000/06/07/mangia/index1.html
 71 Press Articles --The Washington Post July 31, 2000 URL: http://www.natural-law.org/news/press_articles/2000_07_31.html
 72 Hagelin claims Reform spot from embattled Buchanan -- The Washington Times URL: http://www.washtimes.com/national/default-2000731221252.htm
 73 Press Articles -- WorldNetDaily.com June 29, 2000 URL: http://www.natural-law.org/news/press_articles/2000_06_29b.html
 74 Fulani to back John Hagelin URL: http://www.worldnetdaily.com/bluesky_exnews/20000629_xex_fulani_to_ba.shtml
 75 News Flash: Dismal W.H.O. Health Report Reveals Sickness of U.S. Health Care System, Hagelin Says URL: http://www.natural-law.org/news/news_flash/2000_06_08.html
 76 URL: http://www.who.int/whr/2000/en/pdf/StatisticalAnnex.pdf URL: http://www.who.int/whr/2000/en/pdf/StatisticalAnnex.pdf
 77 Platform -- Economy URL: http://www.natural-law.org/economy.html
 78 Transcendental Meditation (TM) Program - Official U.S. website URL: http://www.tm.org
 79 Platform -- Government Supported by Natural Law: A New Approach to National Administration URL: http://www.natural-law.org/platform/naturallawgov.html

<h4> Are the web sites Subject Matter Experts (SME)? Are the web sites a preferred starting point for party supporters?</h4>

The Libertarian Party web site and the Natural Law Party are SMEs on their specific subjects. They are both starting points for the supporters of their parties. The Constitution Party web site is a starting point for party supporters. However, it is not that they are definitely an SME despite their knowledge of the Constitution. The Green Party USA site is an SME on green issues.

<h4> What data sources have been used?</h4>

The Libertarian Party, the Green Party USA and the Natural Law Party have all used online sources. The Green Party USA and the Natural Law Party have both secondary documents. The Libertarian Party, the Natural Law Party and the Constitution Party have all used press sources. The Constitution Party have used historical documents.

<h4> If there are charts and/or graphs containing statistical data, are the charts and/or graphs clearly labeled and easy to read? If material is presented in graphs and/or charts, is it clearly stated when the data was gathered?</h4>

None of the web sites contain any graphs or charts.

<h4> The URL - Does the URL support the claim of authorship? Is the URL extension .edu, .com, .gov or .org?</h4>

The URL used by the web sites supports the claim of authorship. Three of the web sites use .org as the official address of the web site. The Constitution Party uses .com which is an unusual decision for a political party.

<h4> 9 Check all Altavista link for homepages of the parties</h4>

This was re-examined on the 9th of September. It is possible to examine how many web sites link to a specific by using Altavista. The Libertarian Party home page had 12,430 links, the Natural Law Party web site had 1,631 links, the Green Party USA had 709 and the Constitution Party home page had 233 links. It must be noted that the number of links the web address of the old name of the Constitution Party was 1049. Although this web address is directly linked to the Constitution Party web site, it shows that many sites do not realise that there has been a change of name within the party.

<h4> 10 Has the information been externally refereed?</h4>

None of the web sites has information that has been externally refereed.

<h4> Has the information been filtered?
 How reputable are the 'filters'?</h4>

All the web sites contain information that has been filtered. However, these filters are internal and are probably biased.

<h4> 11 Are the processes for the development of the site and its material made clear?</h4>

This is not the case within any of the web sites.

<h4> 12 Are issues of copyright and intellectual property clear?</h4>

The Libertarian Party web site contains the following statement at the foot of their main page, "Copyright c 1994-2000, the Libertarian Party except where otherwise noted.(1)" This is the only obvious copyright notice. The Constitution Party web site contains the statement "c 2000 Constitution Party National Committee(2)." The Green Party USA web site and the Natural Law Party web site appear not to contain any copyright notices. All four web sites reference their sources in some form. The Natural Law Party might have problems regarding the differences between their versions of newspaper articles and the versions which appear on the newspaper web sites.

1 Libertarian Party: Home Page URL: http://www.lp.org/
 2 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com/

<h4> Are disclaimers and cautions provided?</h4>

None of the web sites contain any disclaimers and cautions.

<h4> 13 Is the information fact or opinion?</h4>

All the four sites contain information that is a mixture of facts and opinions. The majority of the information within the web sites appears to be opinions.

<h4> Are biases and opinions clearly identified? Does the information claim to be unbiased (when in fact it's biased?) Is there any conflict of interest?</h4>

The opinions within the web sites are clearly identified and the biases are obvious. The web sites do not claim to be biased or unbiased and they make no real effort to hide bias within the web site. There is a conflict of interest in that the web sites are controlled by the political parties that they are covering.

<h4> Fair, balanced, objective, reasoned, no conflict of interest, absence of fallacies or slanted tone?
<brAre the sites objective and balanced?
 Is the language free of emotion-rousing words and bias?</h4>

In many sections none of the political parties are either fair or objective

 Constitution Party

A number of examples of biased words or phrases follow.

"sodomite rights"(1).

"Federal Gestapo"(2).

"Gestapo-like"(3).

"abortuary (4)."

"The women who file into abortion clinics are rarely mature, independent women (5)."

"The Democrats say that every unborn child is a candidate for the butcher's knife. The Republicans manifest their 'compassionate conservatism' by saying that only the children they call "exceptions" shall be sliced, diced, burned, and beheaded"(6).

"...whose religion is abortion, whose religion is sodomy, whose religion is environmentalism, whose religion is humanism, whose religion is the overthrow of Western Christian civilization"(7).

"Under no circumstances should the federal government continue to subsidize activities which have the effect of encouraging perverted or promiscuous sexual conduct"(8).

"... radical feminization of the military"(9).

The use of such words and phrases as sodomite, Gestapo, rarely mature and radical feminization are almost certainly counter-productive. This is a definite attempt to castigate the opponents of the Constitution Party. The communication that the Constitution Party is sending by the use of these phrases is certainly not the communication they are intending to send. For example, the word 'Gestapo' is totally unnecessary. It is remarkable that the party has compared agencies such as the CIA and FBI with the German World War Two secret police. It very unlikely that people in the United States of America will feel that there is any connection, even if they do despise the relevant agencies. The use of the word will not endear the Constitution Party to the Jewish community within the USA. In addition, the misuse of the word 'Gestapo' was a contributory factor to the defeat of Winston Churchill in the 1945 UK General Election. It is possible that the Constitution Party do not understand that the word 'sodomite' is no longer an acceptable term. This may have been the case one hundred or even fifty years ago. However, if this type of word is used in the present time it suggests that the Constitution Party cannot use moderate or acceptable words when explaining concepts with which they do not agree. Furthermore, the Platform section states, "That each individual is endowed by his Creator ."(10). The Constitutional Party comments are based on a historical document, which states, "We hold these truths to be self-evident, that all men are created equal"(11). However, that document was written over two hundred years ago when the words 'men' and 'his' had a more generic meaning. It appears that the Constitutional Party have not realised that the meanings have changed. They appear to believe that nothing contained within the Constitution can be changed even if meaning of the words contained within the document have changed.

Note : Eleven months after this dissertation was completed, it appears that the Constitution Party still do not understand the image that is created by some of their comments. Mel Carnahan was a Senate candidate for Missouri when in October 2000 he was killed, along with his son and Chief of Staff in a plane crash. However, due to electoral law his name had to remain on the ballot paper as the Democrat candidate for the November 2000 Senate election. His widow stated that she would wish to be the Senator if Mel Carnahan was elected posthumously. This situation was agreed by the Governor of Missouri. In a tight battle, Mel Carnahan was indeed elected posthumously, defeating the incumbent Republican John Ascroft. The handling of the situation reflected positively upon Jean Carnahan and John Ascroft. Jean Carnahan became a member of the US Senate, a situation agreed upon by the defeated John Ascroft. Mr Ashcroft was appointed the US Attorney General by President Bush.
 The Constitution Party did showed poor judgement when they commented on this above situation. Their Presidential Candidate, Howard Phillips, started his Post Presidential Election Press Conference with the following statement.
"There are certain things that I would like to review today.
Election in Missouri
First of all, concerning the election in Missouri, we are, after all, the Constitution Party and the Constitution of the United States makes clear that, in order to win election to the United States Senate a person has to meet certain qualifications. Among other things, he must be at least 30 years of age and must be an inhabitant of the state from which he is elected.

Accordingly, I have been in touch with leaders of the Constitution Party of Missouri and it is their intention to take legal action challenging the certification of the former Mel Carnahan to be a member of the United States Senate.
Now we know that the Senate is an ancient body which honors the hoary head, but there are limits to this. We know there are senators of advanced years still walking in those hallowed halls, but at last word they were at least still breathing and there is no evidence that that can be said of Governor Carnahan.(12)"
The statements made by Howard Phillips are astonishingly tactless. The last paragraph is remarkable. The final sentence appears to be making less than serious comments concerning a fatal plane crash. The final paragraph adds nothing to the argument of Phillips and removes much of his credibility. Constitutional problems did arise from the Missouri election, but his statements appear nasty, callous and unnecessary.
1 The Republican Dilemma URL: http://www.constitutionparty.com/the_republican_dilemma.htm
 2 The Buck Stops With Congress URL: http://www.constitutionparty.com/the_buck_stops_with_congress.htm
 3 The Buck Stops With Congress URL: http://www.constitutionparty.com/the_buck_stops_with_congress.htm
 4 Pro-Life Americans Betrayed URL: http://www.constitutionparty.com/pro-life_betrayed.htm
 5 Arbiters of Abortion URL: http://www.constitutionparty.com/arbiters_of_abortion.htm (link no longer works)
 6 Constitution Party 2000 Presidential Acceptance Speech URL: http://www.constitutionparty.com/pres_accept_2000.htm
 7 Constitution Party 2000 Presidential Acceptance Speech URL: http://www.constitutionparty.com/pres_accept_2000.htm
 8 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.htm
 9 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.htm
 10 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html
 11 The Declaration of Independence: Transcription URL: http://www.nara.gov/exhall/charters/declaration/declaration.html
12 Post 2000 Election Press Conference With Howard Phillips - URL http://www.constitutionparty.com/post_2000_election_pc_with_phillips.html

 Green Party USA

A number of examples of biased words or phrases follow.

"The death penalty is racist"(1).

"... an unbiased 'herstory." (2)."

The quotes below are contained in the draft Green Party USA program (3).

"The system has been rigged from the start when the slave owners and slave traders who drafted the US Constitution designed it to protect the wealthy oligarchy from the common people."

"The mechanistic world view of Newtonian science has led to an engineering approach to nature in industrial societies..."

"...social Darwinism".

"The destructive contemporary society we must change is a social system with a name. We must name it, analyze it, and understand it in order to change it. This social system is called capitalism."

The use of the phrase, 'The death penalty is racist' is rather curious. It is actually impossible for the death penalty to be racist. The use of the death penalty may be racist and the people who are involved in the judicial process may be racist, but it is not physically possible for the death penalty itself to be racist. The use of this word communicates the view that either the Green Party USA do not understand the issue or that they have problems writing coherent sentences. This is certainly not the communication that they intended to send. The use of the word 'herstory' is contentious. It is a reasonable to state that traditional accounts of history overstate the role of the male gender. However, to compensate for this situation by changing a word, which actually Greek in original, on the spurious grounds that it contains the letters 'his' is not the answer.

1 GPUSA National Green Program - Food and Agriculture URL: http://www.greenparty.org/program/oldprogram/p_crim.html
 2 GPUSA National Green Program - Food and Agriculture URL: http://www.greenparty.org/program/oldprogram/p_edu.html
 3 URL: http://www.greenparty.org/program.rtf URL: http://www.greenparty.org/program.rtf

 Libertarian Party

A number of examples of biased words or phrases follow.

"Last month, I saw the face of evil"(1).

"Vendors hawked 'Million Mom March' tee-shirts"(2).

"Small children - mobile human propaganda billboards for their parents - carried signs that said 'Keep Me Safe."(3)

"scam" (4)

"No wonder so many Americans are so outraged at profiteering politicians' annual pickpocketing of the public treasury." (5)

"Watch these professionally-produced 60-second TV ads, Harry Browne's first four commercials, then help us put them on the air." (6)

"In the presidential race only Harry Browne, the Libertarian presidential candidate, believes in your ability to take care of yourself." (7)

"Republicans and Democrats alike think your child should be cannon fodder in their plans to police the world." (8)

"There are Republican and Democratic politicians who claim to oppose Internet taxation and censorship. But they are unreliable friends because they have no principled opposition to taxation and censorship. And so they will support your freedom only so long as it is to their advantage." (9)

"blackmails".(10)

"thought control'"(11)

"secret police,." (12)

"Government schools lead to the indoctrination of children and interfere with the free choice of individuals. We condemn compulsory education laws, which spawn prison-like schools with many of the problems associated with prisons, and we call for an immediate repeal of such laws." (13)

"despotic." (14)

The use of such words as 'blackmails', 'thought control' and 'indoctrination' is potentially counter-productive. The use of these words is unlikely to appeal to those people who are not already supporters of the Libertarian Party. The communication that is being sent by the use of these words is probably not the communication that is intended to be sent. It appears that the Libertarian Party web site demonises and denigrates those people and ideas that it does not agree with.

1 LP News Online: July 2000: From the Editor URL: http://www.lp.org/lpnews/0007/fromtheeditor.html
 2 LP News Online: July 2000: From the Editor URL: http://www.lp.org/lpnews/0007/fromtheeditor.html
 3 LP News Online: July 2000: From the Editor URL: http://www.lp.org/lpnews/0007/fromtheeditor.html
 4 Libertarian Party: Legislative Program: Political Corruption URL: http://www.lp.org/issues/program/pcorrupt.html
 5 LP Press Release: Pickpocket politicians vote themselves yet another whopping $3,800 pay raise (July 28, 2000) URL: http://www.lp.org/press/archive.php?function=view&record=87
 6 Libertarian Party: Campaign 2000: Presidential Campaign: Advertising URL: http://www.lp.org/campaigns/pres/ads/
 7 Libertarian Party: 2000 National Campaign Platform URL: http://www.lp.org/issues/campplat/
 8 Libertarian Party: 2000 National Campaign Platform URL: http://www.lp.org/issues/campplat/
 9 Libertarian Party: 2000 National Campaign Platform URL: http://www.lp.org/issues/campplat/
 10 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html
 11 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html
 12 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html
 13 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html
 14 Libertarian Party: Platform (Printable) URL: http://www.lp.org/issues/platform/platform_print.html

 Natural Law Party

A number of examples of biased words or phrases follow.

"Whereas the Natural Law Party promotes the scientifically verified knowledge of natural law..."(1).

"world-renowned quantum physicist, Dr. Hagelin..."(2).

"These candidates are bringing a wave of hope and inspiration to citizens around the country with the message of forward-looking, prevention-oriented solutions to the nation's problems"(3).

The following four paragraphs are contained within the Introduction section(4).

"The Natural Law Party built powerful coalitions with other national organizations to promote its programs nationwide; educated the public about preventive health care; united all third parties in promoting election reform; and supported federal legislators in establishing a prevention coalition in the U.S. Congress."

"These results confirm that the Party has taken a highly visible, powerful leadership role in U.S. politics."

"Its candidates will lead America confidently into the 21st century."

"In 1998, Jesse Ventura's victory in the race for Governor of Minnesota confirmed that Americans were ready to vote third party candidates into office; indeed, the big news of the election for many newspapers was not the Republican electoral "defeat" but rather that third parties, especially the Natural Law Party, had done so well."

The following three paragraphs are contained within the '50 point action plan' section(5).

"Support systematic, scientifically proven programs to reduce stress in the individual and throughout society -- thus eliminating the root cause of crime."

"Target individuals who are at highest risk for crime -- the current prison inmate population -- through proven rehabilitation programs and advanced scientific methods to assess rehabilitation and eligibility for parole."

"Train as few as 1D2% of military personnel, comprising one or several groups of 5,000D10,000, in the proven peace-promoting technology of the TM-Sidhi program. As well as "inoculating" participating troops against the debilitating effects of combat stress, this prevention wing would help relieve stress in the nation as a whole, prevent incoherence within the government, and protect the nation from negative influences both inside and outside the country -- including terrorism and war."

The Natural Law Party are in danger of communicating the view that they are very arrogant or naive. Statements such as those listed above appear to show that the Natural Law Party cannot believe that their views may be inaccurate. Equally, to state "These candidates are bringing a wave of hope and inspiration to citizens around the country with the message of forward-looking, prevention-oriented solutions to the nation's problems." and "These results confirm that the Party has taken a highly visible, powerful leadership role in U.S. politics.", will not encourage to the public to take seriously comments made by the party. Those comments are clear overstatements and have no factual basis.

1 Become a Candidate URL: http://www.natural-law.org/candidate/resolution_of_party.html
 2 John Hagelin, Ph.D. Presidential Candidate of the Natural Law Party URL: http://www.natural-law.org/introduction/hagelin.html
 3 Kingsley Brooks URL: http://www.natural-law.org/introduction/brooks.html
 4 Introduction URL: http://www.natural-law.org/introduction/
 5 Platform - 50 Pt Action Plan to Revitalize America URL: http://www.natural-law.org/platform/50_point_summary.html

The four web sites were not expected to be objective, but the lack of moderate and objective comments is disappointing.

<h4> Does the author state his/her stand on the issue?</h4>

The views of all four political parties are made totally clear within the web sites.

<h4> 14 Why have the sites have been published? What is actual motivation?
 To what audience is the author writing?
 Does the material inform? explain? persuade?
 Does the resource fulfill the stated purpose?
 Association sites are designed to recruit and provide information to current members.
 Does the site satisfies the information needs of the visitor.?</h4>

It appears the main motivations for all the web sites and sharing information and advocacy. The extent of bias within in the web sites makes it appear that the main motivation is reinforcing the support of existing party supporters. The parties appear to be successful at this task. Relevant news stories and information are supplied to party supporters. It is not very likely that the information would not persuade anybody who was not already very sympathetic to the views of the relevant political parties. They are too biased and lacking objectivity in order to satisfy the information of users who are not party supporters. None of the web sites contain an actual stated purpose and so therefore they cannot fulfill one.

<h4> 15 Is the material primary or secondary in nature? Is there any original work available at the site?</h4>

The large majority of information available from the four web sites is primary in nature. Almost all of the available information is original.

<h4> 16 Is the user brought aware of new resources?</h4>

New resources contained on the Libertarian Party web site include e-mail newsletters and campaigning guides for Libertarians. Resources contained on the other three web sites include State web site links and news letters.

<h4> 17 The web site needs to be different, unique and superior to conventional media
Superior content, scope, graphic design, or some combination of these elements can generate a resource's noteworthy uniqueness.</h4>

All four web sites hold advantages over traditional media. For example, the Libertarian Party and Natural Law Party web sites include a large variety of information which is easily accessible. The Constitution Party and The Green Party web sites include information accessible an economical manner. The search engines contained on the Libertarian Party and Natural Law Party web site would not be available through traditional media. Equally, the menu systems which are included within all four of the web sites enhance the web site.

<h4> 18 Are there inexplicable omissions?</h4>

The only inexplicable omission within the Libertarian Party web site is the lack of a named person who is responsible for the web site. The same situation applies to the Natural Law Party and the Green Party USA web sites. The Constitution Party web site also does not contain this information, and in addition it does not include any information explaining how to actually join the party. This comment presupposes that the Constitution Party actually has members rather than just having donators. Finally, there is an astonishing omission which has only recently been rectified. For at least two months, the Constitution Party web site did not include a link to the web site of their Presidential Candidate, Howard Phillips! To be frank, this omission was absurd. It must be wondered how nobody from within the party (or even supporters from outside the party) noticed this fact and pressed for its correction. A web link is now located on the home page.

<h4> 19 Is there an indication that the page has been completed, and is not still under construction? Avoid 'under construction'. Wouldn't put that on print sources.</h4>

The student section of the Natural Law Party web site appears not to be completed(1).

1 SNLPC: Introducing The Student Natural Law Party Club URL: http://www.natural-law.org/students/index.html

<h4> 20 Does the information have a date and is it current What is the date of the document or article? Is the "edition" current? Do you have the latest version? (Is this important?) How do you know? Is the content up-to-date?</h4>

Currency, in theory, should be where Internet sources have an advantage over print sources. However, several authors (e.g., Grassian) point out that it can be difficult to determine the date of update of Internet resources. While many sites explicitly include a date of last revision, many do not.

<h4> Is the resource updated or static? If it is updated, how frequently does this occur? Are dates of update stated, and do these correspond to the information in the resource? Does the organization or person hosting the resource appear to have a commitment to its ongoing maintenance and stability?</h4>

All four web sites were examined on the 25th of August. The list below shows the last dated item within various sections.

 Constitution Party

Interview: Howard Phillips, on the Chuck Baldwin Live radio show URL: http://www.constitutionparty.com/interview_howard_phillips&chuck_baldwin.htm (28/06/00)
 Untitled Document URL: http://www.constitutionparty.com/news.htm (15/06/00)
 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html (2000)
 Untitled Document URL: http://www.constitutionparty.com/audio_archive.htm (11/05/00)
 Upcoming Constitution Party Events URL: http://www.constitutionparty.com/Upcoming_events.htm (12/08/00 - last event)
 Foreign Policy and American Independence Part 2 URL: http://www.constitutionparty.com/phillips/foreign_policy_&_american_independence_p2.htm (June 2000)

 Green Party USA

the Greens/Green Party USA- National Green Gathering URL: http://www.greenparty.org/gathering.html
Took place on May 26-29 2000.
 the Greens/Green Party USA- URL: http://www.greenparty.org/caucus.html New caucuses had been added at about 16/08/00
 the Greens/Green Party USA URL: http://www.greenparty.org/media.html has been updated with new press releases. Last press release dated 16/08/00
 Index page was updated on 31/07/00 (checked on 01/08/00). The difference was probably the addition of a new press release dated 30/07/00.
 The index page was claimed to have been updated on 09/08/00 when the date was only 07/08/00

 Libertarian Party

Libertarian Party: LP News Online, August 2000 URL: http://www.lp.org/lpnews/ (22/08/00)
 LP Press Releases: Browse by date: Last 30 days URL: http://www.lp.org/press/archive.php (23/08/00)
 Libertarian Party - Calendar for 08/2000 URL: http://www.lp.org/calendar (20/08/00 - last event)
 Libertarian Party: Platform: Preamble and Table of Contents
URL: http://www.lp.org/issues/platform (agreed July 2000)

 Natural Law Party

News Flash: John Hagelin at Reform Party Conventions and Debates URL: http://www.natural-law.org/news/reform.html 25/07/00
 News URL: http://www.natural-law.org/news/news_flash/index.html 19/08/00
 News URL: http://www.natural-law.org/news/press_articles/index.html 31/07/00

<h4> 21 Where links are made, are they accompanied by statements about the nature of the sources and content. Users can be frustrated by lists of resources which look promising, but turn out to simply contain more links. Is it obvious when you move to a new site, or does an outside link appear internal? Are the links made in such a way that it is clear that an external site is being referred to? Are out-of-date links promptly corrected?</h4>

 Constitution Party

Constitution Party State Affiliate Party Sites URL: http://www.constitutionparty.com/state_party_sites.htm (sort of statements)
 Howard Phillips Candidate Profile URL: http://www.constitutionparty.com/howard_phillips_candidate_profile.htm (sort of statements)
 The links appear relevant
 It obvious when there is an external link.
 Lack of external links except for news stories.

 Green Party USA

Some links have statements, but some do not.
 The links appear relevant.

Some links appear within frames (when entering the site through the index page). These are : the Greens/Green Party USA URL: http://www.greenparty.org/candidates.html : SF Bay article, Nation article, Indian Country link.
 the Greens/Green Party USA: URL: http://www.greenparty.org/index.html : register to vote link and GREENS/GREEN PARTY USA-CLEARINGHOUSE URL: http://www.greenparty.org/endorse.html : d2kla link and unity 2000 link.

It is therefore, not necessarily obvious when an external link is made.

GREENS/GREEN PARTY USA-CLEARINGHOUSE URL: http://www.greenparty.org/debates.html used to link to the Corona Police Department rather than the Commission for Presidential Debates (it can only be assumed that nobody within the web site organisation actually bothered to check that it was not the correct link and just assumed that the acronym CPD meant the Commission for Presidential Debates.)

G/GPUSA - Affiliates URL: http://www.greenparty.org/affiliates.html : Wisconsin and Virginia links does not work

THE GREENS/GREEN PARTY USA-LINKS URL: http://www.greenparty.org/links.html : The link to Big Noise Films is incorrectly written.

 Libertarian Party

LP.ORG: Information By State URL: http://www.lp.org/organization/states.html (sort of statements)
 LP.ORG: Campus Organizations URL: http://www.lp.org/organization/campus.html (sort of statements)
 Libertarian Party: Home Page URL: http://www.lp.org/ Link to C-Span gives information.

The links appear relevant.
 It is obvious when there is an external link.
 Links are working (internal and external) except for University of Auburn and Texas Tech University (in Campus section)
 There is a lack of external links

 Natural Law Party

There are not many external links but the links appear relevant.
It is obvious when there is an external link.

All internal and external links work apart from the internal link from : Kingsley Brooks URL: http://www.naturallaw.org/introduction/brooks.html to A Brief History.

<h4> 22 Where advertising or sponsorship is a source of funding is this clearly stated, the terms of the funding made clear and advertising material differentiated from the substantive content of the site? If there is advertising, what is its relevance and proportion to the rest of the site? Are there any forms of advertising which will be censored?</h4>

None of the web sites contain advertising.

<h4> 23 When it is necessary for users to send confidential information out over the Internet, will the provision of a secure coding system or encryption affect the selection?
 Are interactions secured if they involve private information?
 Security issues involving money.
 Security and confidentiality
 Privacy policy</h4>

All four web sites are able to process secure online transactions. Only the Libertarian Party web site mentions a security policy(1).

1 Libertarian Party: WWW.LP.ORG Site Map URL: http://www.lp.org/legal.html

<h2> <A NAME="Contents">Chapter 5 : Contents</a></h2>

<h4> 1 Solicit feedback/contributions (not money)? Allow users to offer comments, suggestions and complaints via e-mail? List of e-mail contact points?
 Contact details?
 "Do you want to help?"</h4>

The Libertarian Party and the Natural Law Party web sites both contain forms which allows the user to send comments(1-2). The user is able to select which section of the Natural Law Party organisation that the message will be sent to. There are twelve sections. These are accounting, fundraising, general information, genetic engineering information, getting on the ballot, ideas for expansion, NLP events information, platform & policy issues, publications, media, volunteering/organizing and website. These two political parties appear to make it clear to users that feedback is encouraged. Three of the web sites include an general "contact" e-mail address(3-5). The only exception is the Green Party USA web site. There is an e-mail address contained within the left-hand section of the main frame but the specific purpose is not explained(6). Therefore, it is difficult for the user to understand what messages should be sent to this address.

The Green Party USA and Libertarian Party web sites both include a list of e-mail contact points (7-8). The Green Party USA e-mail contact list appears very comprehensive. The Natural Law Party web site contains a telephone number extension list for the staff within their headquarters(9).

In addition, the contact information for the sites include a postal address, a fax number and a phone number(10-13).

1 Libertarian Party: Contacting the LP URL: http://www.lp.org/contact.html
 2 Contact Us URL: http://www.natural-law.org/contact.html
 3 Contact Us URL: http://www.constitutionparty.com/contact_us.htm
 4 The Libertarian Party: National Headquarters URL: http://www.lp.org/organization/hq/
 5 Contact Us URL: http://www.natural-law.org/contact.html
 6 The Greens/Green Party USA URL: http://www.greenparty.org/
 7 The Libertarian Party: National E-mail Directory URL: http://www.lp.org/organization/edir.php
 8 the Greens/Green Party USA-Contacts URL: http://www.greenparty.org/contacts.html
 9 Directory URL: http://www.natural-law.org/directory/index.html
 10 Contact Us URL: http://www.constitutionparty.com/contact_us.htm
 11 The Greens/Green Party USA URL: http://www.greenparty.org/
 12 The Libertarian Party: National Headquarters URL: http://www.lp.org/organization/hq/
 13 Contact Us URL: http://www.natural-law.org/contact.html

<h4> 2 Surveys and polls, inc. results</h4>

None of the web sites have any internal polls.

<h4> 3 Bulletin Boards?
 Chat Spaces
 Forum or threaded discussion with party?
 Forum or threaded discussion with other members of the public?
 E-mail based discussion groups.
 Guest book?
 Allow users to communicate with company representative while online (typing back and forth, audio media or video conferencing)?</h4>

The Constitution Party, the Green Party USA and the Natural Law Party web sites do not contain any of the above interactive measures. The Libertarian Party web site does to a small extent. The Pulse section contains a variety of views from Libertarian Party supporters. Supporters were able to contact the web site to send messages to the web site concerning the question of whether the Libertarian Party was too doctrinarian (1). Views in support and against the question were aired. Currently, this section allows users to send one piece of advice that they would put to the Libertarian Presidential Candidate, Harry Browne(2). There is also a Mailbox section which includes a variety of messages that have been sent in by users(3). However, it is not clear how users can actually send messages. These measures are not truly interactive because the Libertarian Party has total control over what messages are screened. However, this situation is much more interactive than the other three web sites.

1 LP News Online: July 2000: The Pulse URL: http://www.lp.org/lpnews/0007/pulse.html
 2 LP News Online: July 2000: The Pulse, September Question URL: http://www.lp.org/lpnews/0007/pulse_september
 3 LP News Online: July 2000: The Mailbox (1/3) URL: http://www.lp.org/lpnews/0007/mailbox.html

<h4> 4 Fundraising</h4>

The index pages of all four web sites contain a link to a contribution section(1-4). The Libertarian Party web site has a link within the top-right of the index page. The Green Party USA web site contains a link within the text of the main section of the index page. The Constitution Party and the Natural Law Party web sites include a contribution link within their menu bar systems.

The Libertarian Party web site contribution sections offers three options to users(5). Users can give a general donation; they can pledge a specific amount per month, and they can give a contribution which will be spent exclusively on ballot access attempts for 2000 Presidential Election. The first and second method of contribution are also possible within the Constitution Party and the Natural Law Party web sites(6-7). The Green Party USA web site only allows the user to give a specific single donation.

The Constitution Party web site contains a secure sections which allow the user to make a general contribution or a monthly contribution respectively(8-9). Both these web pages mention that, "Federal law requires political committees to report the name, mailing address, occupation and name of employer for each individual whose contributions aggregate in excess of $200 in a calendar year. Contributions are not tax deductible. Federal law prohibits corporate gifts. Maximum contributions of $20,000 per person per year, are allowed." The monthly donation section mentions that a minimum donation of $35 is required(10). Furthermore, the contribution section includes a telephone number through which users can donate. This will enable users to contribute to the party if they are unsure about the security aspects of online donations. Users are able to donate through American Express, MasterCard or Visa. In addition, the main contribution form can printed using Adobe Acrobat.

The Libertarian Party web site mentions that "Federal law requires political committees to report the name, address, and occupation and employer for each individual whose contributions aggregate in excess of $200 in a calendar year. Political contributions are not tax-deductible"(11). However, it does not mention that the maximum contribution per year is œ20,000. The limit of $20,000 can confirmed by viewing the specific of the Federal Election Commission web site(12). The Libertarian Party web site accepts donations from American Express, MasterCard and Visa. The user can select what level of donation they wish to give within the monthly pledge program.

The Green Party USA web site mentions that the user is able to give a secure online donation, give a donation by telephone or send a cheque or money order by post. These last two options enable users to contribute to the party if they are unsure about the security aspects of online donations(13). It is possible to use five different credit cards in order to donate(14). The web site also mentions Federal election law requires political committees to use best efforts to report the name, mailing address, occupation, and name of employer of individuals whose contributions exceed $200 in a calendar year." It also mentions that "An individual may not contribute more than a total of $1000 to the committee."

The Natural Law Party web site mentions that donation can be sent through a secure server, by telephone or by post. It also mentions that the earlier legal requirements(15).
Users have an option of donating a specific amount or giving at least $25 per month. There does not appear to be an option to donate any less than $250.

1 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com
 2 The Greens/Green Party USA URL: http://www.greenparty.org
 3 Libertarian Party: Home Page URL: http://www.lp.org
 4 The Natural Law Party of the United States of America URL: http://www.natural-law.org/
 5 Libertarian Party: Contribute to the LP URL: http://www.lp.org/action/contribute.html
 6 Untitled Document URL: http://www.constitutionparty.com/contribute.htm
 7 Natural Law Party Contributions URL: http://www.natural-law.org/contribute/index.html
 8 Constitution Party Contribution Form URL: http://constitutionparty.safeserver.com/contribution_form.htm
 9 Become a Constitution Party Club 2000 "member" URL: https://constitutionparty.safeserver.com/club_2000_form.htm
 10 Untitled Document URL: http://www.constitutionparty.com/iclub_2000.htm
 11 Libertarian Party Online Payment URL: https://secure.us.com/cgi-bin/jwd3-cgi-bin/secure/lp-payment
 12 The FEC and the Federal Campaign Finance Law URL: http://www.fec.gov/pages/fecfeca.htm
 13 GREENS/GREEN PARTY USA-MEMBERSHIP URL: http://www.greenparty.org/donate.html
 14 Contributor Information URL: https://www.campaigncontribution.com/contribution.asp?id=1658&jid=&r=URL: http://www.greenparty.org/donate.html
 15 Natural Law Party Contribution Form -- Membership URL: https://www52.rapidsite.net/nat181/contribute/contribution.cgi

<h4> 5 Able to join party? Membership</h4>

The Libertarian Party allows people to join the party online(1). The cost of the joining the party is $25. The web address includes statements concerning the Federal Law that was mentioned earlier. The only payment options appear to be $25, $100, $250, $500 and $1000. The user is able to choose to print out the documentation. However, if that option is chosen then the only payment option is $25.
 The Natural Law Party can be joined online(3). The minimum contribution appears to be $25 although that is not stated.
 It is possible to join the Green Party USA by sending money by post or by telephoning the party(4). The amounts allowed are $15, $40 and $75. The web page has recently been undated to mention that the ability to join online will occur in the near future.
 There appears to no information on the Constitution Party web site explaining how to join.

1 Libertarian Party: Join Us! URL: http://www.lp.org/action/join.html
 2 Libertarian Party: Join Us! URL: http://www.lp.org/action/joinprint
 3 Natural Law Party Contribution Form -- Membership URL: https://www52.rapidsite.net/nat181/contribute/contribution.cgi
 4 the Greens/Green Party USA- membership URL: http://www.greenparty.org/member.html

<h4> 6 Allow users to order and pay online (would inc. memberships/donations)</h4>

The Libertarian Party allows users to pay online for donations, membership and goods(1-3). The Green Party USA allows users to pay online for donations and has recently updated its web site to allow payment for goods online(4-5). The Natural Law Party allows users to pay online for donations and for membership(6). The Constitution Party allows users to pay online for donations(7).

1 Libertarian Party: Contribute to the LP URL: http://www.lp.org/action/contribute.html
 2 Libertarian Party: Join Us! URL: http://www.lp.org/action/join.html
 3 Libertarian Party: Liberty Store URL: http://www.lp.org/services/store/
 4 GREENS/GREEN PARTY USA-MEMBERSHIP URL: http://www.greenparty.org/donate.html
 5 The Greens/Green Party USA URL: https://www.campaigncontribution.com/merchandise/m1698
 6 Natural Law Party Contributions URL: http://www.natural-law.org/contribute/index.html
 7 Untitled Document URL: http://www.constitutionparty.com/contribute.htm

<h4> 7 Official merchandise, inc. books (onsite)? Official merchandise, inc. books (linked)</h4>

The Libertarian Party web site contains a section where official merchandise can be purchased(1). The Constitution Party and the Green Party USA provide an external link to a web site where official merchandise can be purchased(2-3). The Natural Law Party web site only contains links to two books which can both be purchased at Amazon.com(4). None of the web sites appear to have a list of official publications although the Libertarian Party web site does contain official volunteer resources.

1 Libertarian Party: Liberty Store URL: http://www.lp.org/services/store/
 2 Live Free or Die ! Campaign Supply - Your source for all Constitution Party promotional items and memorabilia URL: http://www.lfod.com/poll.htm
 3 The Greens / Green Party USA - Merchandise URL: http://www.greenparty.org/merchandise.html
 4 Books URL: http://www.natural-law.org/books/index.html

<h4> 8 Volunteer recruitment (including forms)</h4>

The Constitution Party, Libertarian Party and Natural Law Party web sites all contain online forms which potential activists can use to mark tick boxes and enter their contact details(1-3). In addition, the Natural Law Party web site includes a section which encourages people to become candidates for the party. This section includes a form that users can complete(4). The volunteer sections within the Green Party USA web site do not contain forms. However, their web site offers greater opportunities for users to become activists(5-7).

1 Volunteer to help the Constitution Party! URL: http://www.constitutionparty.com/your_time.htm
 2 Libertarian Party: Volunteer URL: http://www.lp.org/action/volunteer.html
 3 Natural Law Party Participation SIgn Up form URL: http://www.natural-law.org/get_involved.html
 4 Become a Candidate URL: http://www.natural-law.org/candidate/index.html
 5 The Greens/Green Party USA URL: http://www.greenparty.org/program2.html
 6 the Greens/Green Party USA- URL: http://www.greenparty.org/working.html
 7 the Greens/Green Party USA- URL: http://www.greenparty.org/caucus.html

<h4> 9 Online Internship Application.
 Job opportunities</h4>

None of the web sites offer this information.

<h4> 10 Party information? Party symbols? Party clearly identifiable?</h4>

The Libertarian Party web site contains information on their structure, issues and positions, and philosophy(1-3). Their party symbol appears to be the Statue of Liberty in front of the flag which is located at the top of their home page(4). Some Libertarian Party State web sites also contain the Statue of Liberty5-8). This is not necessarily exactly the same image, but it is clearly the Statue of Liberty. The Libertarian Party name is clearly identifiable throughout the web site.
 The Constitution Party web site includes information on their philosophy, their political views and local State parties(9-11). Their party symbol appears to be the eagle in the top left section of their home page(12). Some Constitution Party State web sites also contain an image of an eagle. The name of the Constitution Party is mentioned throughout the web site.
 The Green Party USA web site contains information on their history, their values and their political manifesto(17-19). The party symbol appears to be a green and yellow flower in the top-left section of their home page(20). This flower appears as a symbol within the political parties section of the Politics1 web site(21). The name of the political party is repeated throughout the Green Party USA web site.
 The Natural Law Party web site contains information covering their history, believes and political manifesto(22-24). The globe on their home page appears to be their party symbol(25). It also appears on the web site of their Presidential Candidate, John Hagelin(26). The name of the party is repeated throughout the web site.

1 The Libertarian Party Online: Organization URL: http://www.lp.org/organization/
 2 Libertarian Party: Issues and Positions URL: http://www.lp.org/issues/
 3 LP.ORG: Introduction URL: http://www.lp.org/intro/
 4 Libertarian Party: Home Page URL: http://www.lp.org
 5 Libertarian Party of Colorado URL: http://www.lpcolorado.org/
 6 Libertarian Party of Indiana URL: http://www.lpin.org/
 7 Maryland Libertarian Party URL: http://www.md.lp.org/
 8 Oklahoma Libertarian Party 1 800 ELECT US URL: http://www.oklp.org/
 9 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html
 10 Constitution Party 2000 Platform URL: http://www.constitutionparty.com/ustp-99p1.html
 11 Constitution Party State Affiliate Party Sites URL: http://www.constitutionparty.com/state_party_sites.htm
 12 Welcome to the Constitution Party National Internet Headquarters URL: http://www.constitutionparty.com/
 13 Constitution Party of Florida URL: http://www.gate.net/~fcp/
 14 U.S. Taxpayers Party of Michigan URL: http://www.arrowweb.com/MichUSTP/
 15 Constitution Party of Minnesota URL: http://www.cpmn.org/
 16 American Constitution Party of Texas, U.S. Taxpayers Party URL: http://www.acp-tx.org/
 17 the Greens/Green Party USA-History URL: http://www.greenparty.org/intro.html
 18 the Greens/Green Party USA-Ten Key Values URL: http://www.greenparty.org/values.html
 19 GPUSA National Green Program URL: http://www.greenparty.org/program.html
 20 The Greens/Green Party USA URL: http://www.greenparty.org
 21 Politics1: Directory of U.S. Political Parties URL: http://www.politics1.com/parties.htm
 22 Introduction URL: http://www.natural-law.org/introduction/index.html
 23 Creating Ideal Administration: Harnessing Natural Law to Achieve a Self-Governing Nation URL: http://www.natural-law.org/ideal_administration/index.html
 24 Platform -- Contents URL: http://www.natural-law.org/platform/index.html
 25 The Natural Law Party of the United States of America URL: http://www.natural-law.org/
 26 John Hagelin, Ph.D., Third Party Coalition Candidate URL: http://www.hagelin.org

<h4> 11 Issues and positions</h4>

The web sites have been examined for the inclusion of official party views on the following political issues.

Abortion, Agriculture, Affirmative action, Arts, Budget, Campaign finance, Children & youth, Civil rights, Computers, Consumer, affairs, Crime, Defense, Drugs, Economy, Education, Energy, Environment, Family values, Faith-based organizations, Foreign affairs, Government reform, Gun control, Health care, Homosexuality, Housing, Human rights, Immigration, Labor & unions, Legal reforms, Medicare, Military, Race relations, Regulation, Religion. Senior citizens' issues, Social Security, States' rights, Tax reform, Technology, Term limits, Tobacco, Trade, Unemployment, Urban areas, Values, Veterans, Violence, Women's issues

Issues are listed below where the political party does not include articulate any substantial views on that issue.

 Constitution Party

agriculture, affirmative action, arts, campaign finance, computers, consumer affairs, homosexuality, housing, labor unions, legal reforms, race relations, senior citizens' issues, term limits, tobacco, unemployment, urban areas, violence, women's issues

 Green Party USA

abortion, family values (not necessarily an issue in which they believe), gun control, medicare, senior citizens' issues, States' rights, term limits, tobacco, veterans
 Arts was included in the old Green Party USA Program but it is not in the new program.

 Libertarian Party

affirmative action, arts, family values (not necessarily an issue in which they believe), housing, legal reforms, race relations, senior citizens' issues, states' rights, term limits, tobacco, urban areas, veterans

 Natural Law Party

arts, civil rights, consumer affairs, housing, human rights, legal reforms, regulation, States' rights, term limits, tobacco, veterans.

<h4> 12 Accomplishments or record in office
 Reporting success is encouraging for people
 Endorsements?</h4>

The only party which mentions any accomplishments or record in office is the Libertarian Party. However, they only mention a small story concerning Hardy Macia of Vermont(1). It must be taken into account that a substantial reason for this situation is that the four political parties probably lack elected officials.

The Libertarian Party and the Natural Law Party both report accomplishments. The accomplishments claimed in the Natural Law Party web site were stated earlier. The Libertarian Party claims an accomplishment with the alternation of a political bill(1). However, the story on their web site only mentions quotes from their own party. They do not include quotes from other people saying that they were instrumental in changing the bill.

The web site of the Natural Law Party includes endorsements for their Presidential Candidate, John Hagelin(2). There is also a story claiming that Rick Jore is supporting the Constitution Party. However, this story dates from February.

1 LP News Online: September 2000: Libertarians help kill "worst" MAPA language URL: http://www.lp.org/lpnews/0009/sneakpeek.html
 2 News Flash: Hagelin On National Television July 6 and 7 URL: http://www.natural-law.org/news/news_flash/2000_07_05b.html
 3 Montana Legislator Abandons GOP URL: http://www.constitutionparty.com/pr02_23_2000a.htm

<h4> 13 Voter registration information</h4>

All the parties, excluding the Constitution Party include this information(1-3). This information has been very recently added to the Libertarian Party web site.

1 The Greens/Green Party USA URL: http://www.greenparty.org
 2 Libertarian Party: Register to Vote! URL: http://www.lp.org/register-vote.html
 3 Register to Vote URL: http://www.natural-law.org/register/index.html

<h4> 14 Members only section</h4>

Only the Libertarian Party web site includes any section which is only relevant to party members, although this section is not strictly members only(1).

1 Libertarian Party: Member Center URL: http://www.lp.org/members/

<h4> 15 Schedule or calendar of events</h4>

All four parties have a calendar of events section(1-4). However, the Green Party USA web site only contains a small amount of information. It appears that this section only appears within the Natural Law Party web site due to a design mistake. It only appears on the menu bar after a search result has been retrieved.

1 Upcoming Constitution Party Events URL: http://www.constitutionparty.com/Upcoming_events.htm
 2 The Greens/Green Party USA URL: http://www.greenparty.org/
 3 Libertarian Party - Calendar for 09/2000 URL: http://www.lp.org/calendar/
 4 Calendar of Events URL: http://www.natural-law.org/events/index.html

<h4> 16 Media</h4>

 Photo gallery of campaign events

None of the web sites contain this feature.

 Audio

The Constitution Party and the Natural Law Party web sites contain links to audio files(1-2). The Green Party USA recently included a link to a song which had been written about their Presidential Candidate, Ralph Nader. However, the link did not work and has now disappeared.

1 Constitution Party Audio Archives URL: http://www.constitutionparty.com/audio_archive.htm
 2 The Natural Law Party of the United States of America URL: http://www.natural-law.org/

 Video

The Libertarian Party and the Natural Law Party web sites contain links to video files(1-3).

1 Libertarian Party: Home Page URL: http://www.lp.org/
 2 Libertarian Party: Campaign 2000: Presidential Campaign: Advertising URL: http://www.lp.org/campaigns/pres/ads/
 3 The Natural Law Party of the United States of America URL: http://www.natural-law.org/

 Graphics

Most of the web sites do not use enough graphics. The only exception is the Libertarian Party web site.

 Animation

None of the web sites contain animation.

 Photographs : colour and black & white

The Libertarian Party web site includes some photographs. These are mainly pictures of the person involved in a story. The Constitution Party web site include photographs within the index page and within the articles section. The Green Party USA web site has photographs within a large number of sections. The Natural Law Party web site includes photographs of principal candidates.

<h4> 17 Speeches (text, audio and video)</h4>

The Constitution Party web site includes some audio in the articles section and in the audio section. The Natural Law Party links to audio speeches.

1 The Constitution Zone - Constitution Party Articles and Essays URL: http://www.constitutionparty.com/thezone.htm
 2 Constitution Party Audio Archives URL: http://www.constitutionparty.com/audio_archive.htm
 3 The Natural Law Party of the United States of America URL: http://www.natural-law.org/index.html

<h4> 18 Display election results?</h4>

Only the Natural Law Party displays election results(1).

1 Previous Election Results URL: http://www.natural-law.org/archives/index.html

<h4> 19 E-Mail Newsletter. (Provide users opportunity to receive free info about company)
 Allow users to provide their e-mail addresses as well as other information so that they may receive electronic updates from company</h4>

All four political parties have an e-mail list(1-4).

1 LP.ORG: Request Information & E-mail URL: http://www.lp.org/action/email.html
 2 Constitution Party Mailing Lists URL: http://www.constitutionparty.com/mail_lists.htm
 3 the Greens/Green Party USA- Green News URL: http://www.greenparty.org/email.html
 4 Natural Law Party Mailing List Information Form URL: http://www.natural-law.org/signup.html

<h4> 20 Say what going on locally
 State campaign news, contacts.</h4>

All four web sites include a section containing information on local State parties(1-4).

1 LP.ORG: Information By State URL: http://www.lp.org/organization/states.html
 2 Constitution Party State Affiliate Party Sites http://www.constitutionparty.com/state_party_sites.htm
 3 G/GPUSA - Affiliates http://www.greenparty.org/affiliates.html
 4 States URL: http://www.natural-law.org/states/index.html

<h4> 21 Recommend a friend</h4>

Only the Libertarian Party web site includes this information(1).

1 Libertarian Party: Member Center URL: http://www.lp.org/members/inquiry.php

<h4> 22 Downloadables? Virtual bumper stickers? Interactive games, puzzles and activities? Ask Visitors to Bookmark Your Site? Offer free giveaways, i.e. screensavers, screen backgrounds and sound files? To reconnect voters with the party, the DNC established FreeDem.com, a free Internet dial-up service. FreeDem's launch came six months after the Republican Party entered the ISP market with GOPnet.com</h4>

The Libertarian Party web site includes a Bill of Rights screensaver and Virtual Bumper Stickers(1-2). The Constitution Party web site includes the ability to download computer wallpaper and to play a quiz(3-4).

1 Libertarian Party: Volunteer Resources URL: http://www.lp.org/services/libvolunteer.html
 2 Libertarian Party: Volunteer Resources: Link back to the LP! URL: http://www.lp.org/services/lp-link.html
 3 Constitution Party Computer Desktop "Wallpaper" URL: http://www.constitutionparty.com/wallpaper.htm
 4 Constitution Party Quiz URL: http://www.constitutionparty.com/quiz/quiz.cgi

<h4> 23 Site map</h4>

The Libertarian Party web site is the only one with a site map(1). It is very well designed for uncompressing. However, if the user leaves the page it becomes compressed again when they return.

1 Libertarian Party: WWW.LP.ORG Site Map http://www.lp.org/sitemap.php

<h4> 24 Extent to which users can participate in modifying form and content in real time. Option for personalized page? Narrowcasting (eventually narrowed down so each customer gets an individual message?</h4>

Only the Libertarian Party web site allows users to alter content. This is done through the regionalisation section of the index page. The regionalisation is very limited.

<h4> 25 Is a useful search engine provided? Does the search engine index the whole resource? Boolean? Phrase? String? Truncation?</h4>

The Libertarian Party and the Natural Law Party both provide a search engine. The search engine appears to index the whole resource. Both search engines allow Boolean searching but they do not allow truncation.

<h2> <A NAME="Design">Chapter 6 : Design</a></h2>

<h4> 1 Are well formatted & edited
 are legible, well spaced and well balanced across the page
 Does the screen use sufficient white space
 Is the font size appropriate for the anticipated mode of reading?
 have a light, crisp, professional, understated appearance
 make healthy use of both Upper and Lower case characters
 do not overuse underlines, bolds, italics and hypertext links</h4>

 Constitution Party

There is too much information on the index page. It looks too compressed and confusing. In addition, the links section at the bottom of the index page is very compressed. There is not enough white space in sections of the web site. The text lines are too close together in sections of the web site. The font size is fine, but it the choice of font type has not the web site particularly readable. Upper and lower case characters have both been used. There does not appear to have been an overuse of underlining, bold, italic or hyperlinks.

 Green Party USA

There is too little white space on the index page and the text is too close together. This makes it very difficult to read. Other sections of the web site are also very difficult to read. There does not appear to have been a consistent choice of font size and type. Different font types and sizes can make it very off-putting for a user who is trying to read the information. The Program uses too much italic within the main section and it is almost impossible to read comfortably. Upper and lower characters both appear to have been used. There are too many hyperlinks on the index page and they are too compressed.

 Libertarian Party

It can be difficult to read the text against the background. It is possible that wrong font type or size has been chosen.
 The columns on the left and right hand sides result in the centre section appearing compressed. Sections of the web site contain large amounts of white space but these are not necessarily near to the text. Therefore, the text is not spilt up by the white text and still looks compressed. Sections of the web site have a lot of white space, but not necessarily near the bulk of the text.
 Upper and lower case characters are both used. There is a large amount of hypertext links within the site because of its size but there is no problem. The editing appears reasonable.

 Natural Law Party

The front page could be wider. There does not appear to be any reason for the large strip of white space on the right hand side. It does not aid the comprehension of the text. The index page contains a gap within the middle right section for no obvious reason. The form within the 'Get Involved' section is well designed. However, the contribution and candidate sections include a font which is slightly difficult to read. The register to vote section appears too be too compressed. The health section of the party platform has a strange symbol of a apostrophe. There is also a similar problem within the defence section. Upper and lower case characters have both been used. There does not appear to have been an obvious overuse of underlining, bold, italic or hyperlinks.

<h4> 2 Is the content clearly described?
 Are the headings clear and descriptive?
 Are sub-titles used to structure and signal the flow of ideas
 Is the information broken down into logical and digestible parts?</h4>

All four web sites are very clear and well laid out in sections with clear and descriptive headings. There are not enough sub-headings within the Constitution Party and Libertarian Party web sites. The information is broken down in an effective manner in all of the web sites.

<h4> 3 Do you find the text easy to read, or is it stilted or choppy?
 Does the text follow basic rules of grammar, spelling and literary composition?
 do not contain unfamiliar abbreviations and acronyms
 do not contain computerese, 'in' expressions and jargon
 (Can end up using unrealistic language)
 Is the information within a resource phrased unambiguously?
 Readability that enables person who is not necessarily specialist in the field to understand the material is extremely important. Make sure that specialised terms are comprehensible.</h4>

None of the text contained within any of the web sites are particularly difficult to read and appears easily understandable. The Green Party USA uses the acronyms NATO and NSA at the end of the Program.rtf file without explaining the acronyms to a user who might not understand their meaning. The Natural Law Party web site uses the acronyms NATO, NAFTA and TM-Sidhi without explanation within the platform section of their web site.

<h4> 4 Is the information within a resource arranged logically and consistently?
have a consistent look and 'feel'
 Is there evidence of internal standardisation (e.g. use of a 'style sheet'?)</h4>

All four web sites appear standardised. The Libertarian Party web site constantly includes three columns. In addition, there is a consistent menus at the top and bottom of the web sites. The Constitution Party and the Natural Law Party web sites constantly include two menus, one at the top of the web site and one at the left-hand side. The Green Party USA web site constantly includes a menu on the left-hand side.

<h4> 5 What is the quality of multimedia files?</h4>

The Green Party USA does not have any multimedia files. The quality of files on the other three web sites is perfectly fine.

<h4> 6 Does the page highlight the section that you are currently viewing
 Do pages have appropriate internal links to aid navigation
 Enable users to use shortcuts
 Can you find your way around and easily locate a particular page from any other page?
 Can you "back" out of the site, or do you get stuck looping between pages?</h4>

The Libertarian Party and the Natural Law Party web sites highlight the specific section that is being viewed. The internal links and shortcuts within the web sites work very well. It is easy to locate any particular page from within the site.

<h4> 7 Prominently display logos and other identifying characteristics. For example animation of logo catches eye (but can be distracting)
 Illustrations--If it is illustrated, what is the quality of the illustrations and how well are they integrated with the text? Do they have explanatory captions?
 Are the graphics clear in intent, relevant and professional looking?
 Do the visual effects enhance the resource, distract from the content, or substitute for content?
 Be sure that the colored text and background colors are compatible.
 Are graphics sound, animation and colour used to convey the tone and meet the purposes of the site
 Is the amount of bandwidth commensurate with the usefulness of the content, or are graphics or multimedia included simply to show off?
 Thumbnail images included so as to improve access speed?
 Are appropriate orientation mechanisms used e.g., colours, page names, symbols, icons
 Size of the images
 Color background</h4>

 Constitution Party, the Green Party USA and the Natural Law Party

The background colour appears to cause no problems within the site.
 There are not many graphics within the site, but those that do exist are of a reasonable quality.
 There are no illustrations within the site.
 The graphics, visual effects and multimedia enhance the resource.
 Multimedia is chosen as optional viewing.
 There are no thumbnail images used, but the image size seems acceptable.

 Libertarian Party

Colour background exists within the site, however, the Cyan lines in the background do not help clarity.
 There are no illustrations within the site.
 The graphics, visual effects and multimedia are clear, relevant and professional. They enhance the resource.
 Multimedia is chosen as optional viewing.
 There are no thumbnail images used, but the image size seems acceptable.

<h2> <A NAME="Acces">Chapter 7 : Access</a></h2>

 <h4>1 Currently, Internet information resources are perceived as being free. However, costs do exist, and they are likely to become more important. Costs can include costs of connecting to the resource. This could include cyber-cafes and libraries.
 For example, they may favor text-based rather than image-intensive sites, if the information content is the same.
 Pricing to the consumer can include opportunity costs, membership costs, donation costs and privacy.
 Is it open to everyone on the Internet, or do parts require membership and/or fees?</h4>

There is no monetary cost involved in any accessing sections of the web sites. There does not appear to be any other problems with other types of cost, although the cost of using and believing biased information may have to be taken into account.

<h4> 2 Can the resource be accessed with standard equipment and software, or are there special software, password, or network requirements?
 Must you download software to use it?
 Has the resource been designed to work well with one software and user interface (for example, the latest Netscape release on a T1 connection)?
 Is it difficult to use with others (for example, Lynx at 2400 bits per second?
 Images and other multimedia may create problems if users have not installed the correct helper application.
 While the extent to which older browsers are currently used is a source of argument, there are still Lynx-only, frames-challenged, and visually impaired users, and sites should attempt to meet their needs.
 Does the site work with the lowest specification of computer and/or web browser (i.e. inc earlier versions and Netscape and IE)?</h4>

 Constitution Party

No specific software is required to use the web site except Adobe Acrobat Reader which is required if the user wishes to print a form in the contribution sections.

Using Opera 4.02 causes no problems for using the web site.

Mosaic 3.0

The text does not look very clear and readable when viewed using this web browser. There is a very large gap between the menu at the top of the screen and the main text of each page. The main text is so far down the page that it cannot be viewed without the user scrolling down the page. Previously, the normal left-hand menu became the top menu but it did not include the audio, candidates and fun stuff sections. This is no longer the case since the web site was re-designed.

Lynx 2.8.3

It appears that the volunteer form works satisfactorily when using the Lynx web browser. This is very helpful for somebody using this browser.
 Previously, there were three frames mentioned at the top of the page instead of the normal menu system. The changes that the web site has undergone have not helped the accessibility when using Lynx. Lynx claims that the two menu bars are images and therefore they cannot be displayed because of the limitations within Lynx. However, they do work very well if the user clicks on the 'image button', but they would not know this was the situation.

Netscape 2.02

There is a very large gap between the menu at the top of the screen and the main text of each page. The main text is so far down the page that it cannot be viewed without the user scrolling down the page.

 Green Party USA

No specific software is required to use the web site

Using Opera 4.02 causes no problems for using the web site.

Mosaic 3.0

This web browser returns a completely different site(1). This is inexplicable and very strange. It becomes impossible to access the web site using this browser. The site that actually appears when typing in the web address does contain a link to the normal site. However, this only will only bring the user back to the new site mentioned earlier in the paragraph. The Mosaic web browser produces a loop from which it is impossible to access the correct web site.
 NOTE : It is possible that HTML code was used to transfer the user to a new web site, and that the code fails under Mosaic. Ten months after the dissertation was completed, this situation stills remains perplexing.

Lynx 2.8.3.

If using the Lynx web browser the web site mentions that a frames-enabled browser is required. However, it is possible to navigate through the site using two mentioned frames that the web site mentions. There is no justifiable reason for the Green Party USA web site to not have a non-frames option. This is helping to exclude users with text-only browsers. This is especially annoying because it actually is possible to navigate using Lynx but the web site does not appear to realise that this is the situation.

Netscape 2.02

The web site design stays very constant up very well when using this web browser. The design problems that have been previously mentioned still occur, but it looks very readable and usable.
When using this web browser it was discovered that the web-ring section of the main page looked totally wrong. It was then re-checked and it was discovered that it was totally wrong when using Internet Explorer as well.

1 Green List2 URL : http://www.greens.org/

 Libertarian Party

No specific software is required to use the web site

Using Opera 4.02 causes no problems for using the web site

Mosaic 3.0

Some HTML code appears at top of each page. The Statue of Liberty graphic interferes with the middle section. The middle section is also interfered with rouge graphics. The top menu and sub-menus do not fit onto one line.

Lynx 2.8.3

No obvious problems can be seen. Cannot use the on-line form to join the party, but can use the phone number supplied.

Netscape 2.02

Very many problems occur. The background and the text do not look compatible. The text is difficult to read. The personalisation section does not work. Problems with the JavaScript make the web site almost impossible to use. (almost impossible to use)

 Natural Law Party

No software needed except Adobe Acrobat Reader for part of the web site.

Using Opera 4.02 causes no problems for using the web site

Mosaic 3.0

Very clear appearance except for the recent news section on the right-hand side of the home page which becomes very compressed. The register to vote link brings up HTML at the top of the page. The introduction section appears out of the screen on the right-hand side. when using the Mosaic web browser

Lynx 2.8.3

The appearance looks rather strange. The text appears under both of the two normal menus. This is confusing because it means that the text begins on the second page.

Netscape 2.02

The web site appears to work without any noticeable problems.

<h4> 3 Can information be accessed if user has keyboard-only navigation capabilities?
 Text captioning for audio materials
 Does the design accommodate requirements for accessibility by people who have visual or hearing difficulties.</h4>

It is possible to navigate all four of the web sites if the user does not have access to a mouse. This is possible using the Tab and Enter keys.

None of the web sites have captioning for any of their audio materials. This is unfortunate. It would not be particularly difficult for this service to exist. The result is that those users with hearing difficulties cannot know what is contained within the audio files.

<h4> 4 Is the downloading time of files reasonable
 Do parts of it take too long to load?
 Access from non-ISDN line (time downloads of pages/files)</h4>

The time to download the pages seems perfectly adequate under a 34K modem.

<h4> 5 Different languages, esp Spanish, Mexican</h4>

None of the four web sites currently include any text in a foreign language. It is very surprising that none of the web sites have any sections containing Spanish or Mexican text. The Green Party USA web site did previously have the Ten Key Values in a Spanish text format. They highlighted this by having a link of the top of the normal page which stated 'en Espa¤ol'. Currently, their web site states that the Spanish version is coming soon and that it is being proofread. This is a rather strange comment. The Spanish version already existed and it would normally be assumed that someone in a political party can speak Spanish. There is a danger that they will not be communicating the view that they care about Spanish people and would like them to read the Ten Key Values. Instead, they could be communicating the view, 'we don't know any Spanish people.' In addition, they have replaced 'en Espa¤ol' with text written in English. This appears rather pointless. If the web site is intended to include text for Spanish speakers whose first language is not English then why not tell them in Spanish. Again, it appears that the message which is being communicated is that they do not know many Spanish people.

<h4> 6 A beautifully designed web site, containing reams of interactivity with information perfectly accurate and referenced will not be any use if nobody can easily find it. The following two criteria evaluate how easy it is to find the web site. The first criteria evaluates how easy it is to discover the web site through the common Internet search engines and the second criterion examines whether the political parties have purchased certain relevant web addresses.</h4>

Various relevant words and phrases were examined among a number of leading search engines. The phrases included the name of the Presidential Candidate of the party.

All phrases were searched as phrases with quotation marks included. These search engines were checked for the final time on the 11th of September 2000.

The web addresses were typed in to see whether the relevant political parties had purchased them.
<h4> Constitution Party</h4>
<table width=100%>
<tr>
<td width=25%></td>
<td width=25%>Constitution</td>
<td width=25%>Constitution Party</td>
<td width=25%>US Taxpayers Party</td>
</tr>
<tr><td width=25%>All The Web</td> <td width=25%>2</td> <td width=25%>1</td> <td width=25%>9</td></tr>
<tr><td width=25%>Altavista</td> <td width=25%>23</td> <td width=25%>2</td> <td width=25%>2</td></tr>
<tr><td width=25% valign=top>AOL</td> <td width=25% valign=top>Not in top 25 (easy to find in
specific section)</td> <td width=25% valign=top>5</td> <td width=25% valign=top>5</td></tr>
<tr><td width=25%>Excite</td> <td width=25%>13</td> <td width=25%>1</td> <td width=25%>1</td></tr>
<tr><td width=25%>Google</td> <td width=25%>20</td> <td width=25%>1</td> <td width=25%>1</td></tr>
<tr><td width=25%>Hotbot</td> <td width=25%>8</td> <td width=25%>1</td> <td width=25%>1</td></tr>
<tr><td width=25%>Lycos</td> <td width=25%>Not in top 25</td> <td width=25%>3</td> <td width=25%>No results</td></tr>
<tr><td width=25% valign=top>Northern Light</td> <td width=25% valign=top>Not in top 25 (can find on left hand menu)</td> <td width=25% valign=top>4</td> <td width=25% valign=top>11</td></tr>
<tr><td width=25%>Yahoo : Categories/Sites</td> <td width=25%>3</td> <td width=25%>1</td> <td width=25%>1</td></tr>
<tr><td width=25%>Yahoo : Web pages</td> <td width=25%>Not in top 25</td> <td width=25%>1</td> <td width=25%>1</td></tr>
</table>

Howard Phillips

<table width="100%">
<tr><td width="25%">All The Web</td> <td width="75"%>2</td></tr>
<tr><td width="25%">Altavista</td> <td width="75%">5</td></tr>
<td width="25%">AOL</td> <td width="75%">Not in top 25 (easy to find in specific section)</td></tr>
<tr><td width="25%">Excite</td> <td width="75%">1</td></tr>
<tr><td width="25%">Google</td> <td width="75%">1</td></tr>
<tr><td width="25%">Hotbot</td> <td width="75%">2</td></tr>
<tr><td width="25%">Lycos</td> <td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Northern Light</td> <td width="75%">4</td></tr>
<tr> <td width="25%">Yahoo : Categories/Sites</td> <td width="75%">none</td></tr>
<tr> <td width="25%">Yahoo : Web pages</td> <td width="75%">1</td></tr>
</table>
 
<table width=100%>
<tr><td width="50%">http://www.constitution.com</td> <td width="50%">(belongs to someone else) </td></tr>
<tr><td width="50%">http://www.constitution.org</td> <td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.constitution.net</td> <td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.constitutionparty.com (official site name)</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.constitutionparty.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.constitutionparty.net</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.constitution-party.com</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.constitution-party.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.constitution-party.net</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.cp.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.cp.net</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.cp.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://constitution-party.com</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://constitution-party.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://constitution-party.net</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://constitutionparty.com</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://constitutionparty.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://constitutionparty.net</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.ustaxpayers.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://ustacpayers.org</td> <td width="50%">(yes) : html yes : htm no</td></tr>
<tr><td width="50%">http://www.ustaxpayers.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayers.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayers.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayers.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.ustaxpayersparty.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.ustaxpayersparty.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.ustaxpayersparty.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayersparty.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayersparty.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-taxpayersparty.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usconstitutionparty.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usconstitutionparty.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usconstitutionparty.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usaconstitutionparty.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usaconstitutionparty.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.usaconstitutionparty.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyus.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyus.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyus.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyusa.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyusa.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.constitutionpartyusa.net</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanconstitutionparty.org</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanconstitutionparty.com</td> <td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanconstitutionparty.net</td> <td width="50%">No</td></tr>
</table>
 <h4>Green Party</h4>
<table width="100%">
<tr>
<td width=20%></td>
<td width=20%>Green</td>
<td width=20%>Greens</td>
<td width=20%>Green Party</td>
<td width=20%>Green Party USA</td>
</tr>
<tr><td width="20%">All The Web</td><td width="20%">Not top 25</td><td width="20%">6</td><td width="20%">8</td><td width="20%">1</td></tr>
<tr><td width="20%" valign=top>AOL</td><td width="20%" valign=top>Not top 25 (easy to find in specific section)</td><td width="20%" valign=top>Same as left</td><td width="20%" valign=top>Same as left</td> <td width="20%" valign=top>25</td></tr>
<tr><td width="20%">Excite</td><td width="20%">1</td><td width="20%">2</td><td width="20%">Not top 25</td> <td width="20%">18</td></tr>
<tr><td width="20%">Google</td><td width="20%">Not top 25</td><td width="20%">6</td><td width="20%">10</td> <td width="20%">1</td></tr>
<tr><td width="20%" valign=top>Hotbot</td><td width="20%" valign=top>Not top 25 (easy to find in specific section)</td><td width="20%" valign=top>Not top 25</td><td width="20%" valign=top>7</td> <td width="20%" valign=top>1</td></tr>
<tr><td width="20%">Lycos</td><td width="20%">Not top 25</td><td width="20%">Not top 25</td><td width="20%">Not top 25</td> <td width="20%">2</td></tr>
<tr><td width="20%">Northern Light</td><td width="20%">Not top 25</td><td width="20%">Not top 25</td><td width="20%">1</td> <td width="20%">1</td></tr>
<tr><td width="20%">Yahoo : Categories/Sites</td><td width="20%">1st Category has link</td><td width="20%">1st Category has link</td><td width="20%">1st category has link</td> <td width="20%">2</td></tr>
<tr><td width="20%">Yahoo : Web pages</td><td width="20%">Not top 25</td><td width="20%">Not top 25</td><td width="20%">11</td> <td width="20%">1</td></tr>
</table>

Ralph Nader
<table width="100%">
<tr><td width="25%">All The Web</td> <td width="75"%>Not in top 25</td></tr>
<tr><td width="25%">Altavista</td> <td width="75%">Not in top 25</td></tr>
<td width="25%">AOL</td> <td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Excite</td> <td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Google</td> <td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Hotbot</td> <td width="75%">Not in top 25 (easy to find in specific section) </td></tr>
<tr><td width="25%">Lycos</td> <td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Northern Light</td> <td width="75%">Not in top 25 </td></tr>
<tr> <td width="25%">Yahoo : Categories/Sites</td> <td width="75%">none</td></tr>
<tr> <td width="25%">Yahoo : Web pages</td> <td width="75%">Not in top 25 </td></tr>
</table>

<table width=100%>
<tr> <td width="50%">http://www.gpusa.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.gpusa.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.gpusa.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.green.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.green.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.green.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greens.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.greens.org</td><td width="50%">(includes link)</td></tr>
<tr><td width="50%">http://www.greens.net</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.greenparty.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.greenparty.org (official site name)</td><td width="50%"> (yes) : html - yes : htm - no</td></tr>
<tr><td width="50%">http://www.greenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.green-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.green-party.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.green-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.gp-usa.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.gp-usa.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.gp-usa.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.thegreens.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.thegreens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.thegreens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.the-greens.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.the-greens.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.the-greens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://greenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usgreens</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreens.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreens.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usagreenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americangreenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usgreenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usgreenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usgreenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greens.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greens.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greens.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greens.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greens.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-greenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-greenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greenparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greenparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-greenparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenpartyusa.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenpartyusa.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenpartyusa.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenparty-usa.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenparty-usa.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.greenparty-usa.net</td><td width="50%">No</td></tr>
</table>
<h4>Libertarian Party</h4>
<table width=100%>
<tr><td width="25%"></td><td width="25%">Libertarian</td><td width="25%">Libertarians</td><td width="25%">Libertarian Party</td></tr>
<tr> <td width="25%">All The Web</td><td width="25%">1</td><td width="25%">Not in top 25</td><td width="25%">1</td></tr>
<tr><td width="25%" valign=top>Altavista</td><td width="25%" valign=top>Not in top 25 (easy to find in related searches)</td><td width="25%" valign=top>Not in top 25</td><td width="25%" valign=top>1</td></tr>
<tr><td width="25%" valign=top>AOL</td><td width="25%" valign=top>3</td><td width="25%" valign=top>3</td><td width="25%" valign=top>Not in top 25 (easy to find in specific section)</td></tr>
<tr><td width="25%">Excite</td><td width="25%">1</td><td width="25%">2</td><td width="25%">1</td></tr>
<tr><td width="25%">Google</td><td width="25%">1</td><td width="25%">25</td><td width="25%">1</td></tr>
<tr><td width="25%">Hotbot</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">Lycos</td><td width="25%">Not in top 25</td><td width="25%">Not in top 25</td><td width="25%">Not in top 25</td></tr>
<tr><td width="25%">Northern Light</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">Yahoo : Categories/Sites</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">Yahoo : Web pages</td><td width="25%">1</td><td width="25%">Not in top 25</td><td width="25%">1</td></tr>
</table>

Harry Browne
 
<table width="100%"> 
<tr><td width="25%">All The Web</td><td width="75%">Not in top 25</td></tr>
<tr><td width="25%">AOL</td><td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Excite</td><td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Google</td><td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Hotbot</td><td width="75%">13</td></tr>
<tr><td width="25%">Lycos</td><td width="75%">Not in top 25</td></tr>
<tr><td width="25%">Northern Light</td><td width="75%">25</td></tr>
<tr><td width="25%">Yahoo : Categories/Sites</td><td width="75%">None</td></tr>
<tr><td width="25%">Yahoo : Web pages</td><td width="75%">Not in top 25</td></tr>
</table>

<table width="100%"> 
<tr><td width="50%">http://www.libertarian.org</td><td width="50%">(link to site at bottom of page)</td></tr>
<tr><td width="50%">http://www.libertarian.net</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.libertarian.com</td><td width="50%">(no obvious link)</td></tr>
<tr><td width="50%">http://www.libertarians.org</td><td width="50%">(belongs someone else)</td></tr>
<tr><td width="50%">http://www.libertarian.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.libertarians.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.libertarianparty.org</td><td width="50%">(includes link to site)</td></tr>
<tr><td width="50%">http://www.libertarianparty.net</td><td width="50%">(includes link to site)</td></tr>
<tr><td width="50%">http://www.libertarianparty.com</td><td width="50%">(includes link to site)</td></tr>
<tr><td width="50%">http://www.libertarian-party.org</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.libertarian-party.net</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.libertarian-party.com</td><td width="50%"> (yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.lp.org (official site name)</td><td width="50%"> (yes) html yes : htm no</td></tr>
<tr><td width="50%">http://www.lp.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.lp.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://lp.org</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://lp.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://lp.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://libertarian-party.org</td><td width="50%"> (yes) html yes : htm yes </td></tr>
<tr><td width="50%">http://libertarian-party.net</td><td width="50%"> (yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://libertarian-party.com</td><td width="50%"> (yes) html yes : htm yes </td></tr>
<tr><td width="50%">http://www.uslibertarians.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarians.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarians.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.usalibertarians.com</td><td width="50%">No</td><tr>
<tr><td width="50%">http://www.usalibertarians.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarians.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarianparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarianparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarianparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-libertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-libertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-libertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.uslibertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarianparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarianparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarianparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-libertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-libertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-libertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usalibertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarians.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarians.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarians.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.americanlibertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-libertarian-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-libertarian-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-libertarian-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarianparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarianparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americanlibertarianparty.net</td><td width="50%">No</td></tr>
</table>

LP is not a generic/memorable site name
<h4> Natural Law Party</h4>
<table width="100%">
<tr><td width="25%" valign=top></td><td width="25%" valign=top>Natural Law</td><td width="25%" valign=top>Natural Law Party</td><td width="25%" valign=top>Natural Law Party of the United States</td></tr>

<tr><td width="25%">All The Web</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">Altavista</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">AOL</td><td width="25%">20</td><td width="25%">5</td><td width="25%">1</td></tr>
<tr><td width="25%">Excite</td><td width="25%">1</td><td width="25%">2</td><td width="25%">1</td></tr>
<tr><td width="25%">Google</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<tr><td width="25%">Hotbot</td><td width="25%">2</td><td width="25%">1</td><td width="25%">1</td></tr>
<td width="25%"valign=top>Lycos</td><td width="25%" valign=top>Not top 25 (can find 1996 Presidential Campaign site</td><td width="25%" valign=top>as left</td><td width="25%" valign=top>No results</td></tr>
<tr><td width="25%">Northern Light</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
<td width="25%">Yahoo : Categories/Sites</td><td width="25%">1st Category has link</td><td width="25%">as left</td><td width="25%">as left</td></tr>
<td width="25%">Yahoo : Web pages</td><td width="25%">1</td><td width="25%">1</td><td width="25%">1</td></tr>
</table>

John Hagelin

<table width=100%>
<tr><td width="25%">All The Web</td><td width="75%">15</td></tr>
<tr><td width="25%">Altavista</td><td width="75%">3</td></tr>
<tr><td width="25%">AOL</td><td width="75%">1</td></tr>
<tr><td width="25%">Excite</td><td width="75%">2</td></tr>
<tr><td width="25%">Google</td><td width="75%">8</td></tr>
<tr><td width="25%">Hotbot</td><td width="75%">2</td></tr>
<tr><td width="25%">Lycos</td><td width="75%">7</td></tr>
<tr><td width="25%">Northern Light</td><td width="75%">7</td></tr>
<tr><td width="25%">Yahoo : Categories/Sites</td><td width="75%">None</td></tr>
<tr><td width="25%">Yahoo : Web pages</td><td width="75%">6</td></tr>
</table>

<table width="100%">
<tr><td width="50%">http://www.natural-law.com</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.natural-law.org (official web site)</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.natural-law.net</td><td width="50%">(yes) html yes : htm no</td></tr>
<tr><td width="50%">http://www.natural-law-party.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.natural-law-party.org</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.natural-law-party.net</td><td width="50%">(yes) html yes : htm yes</td><tr>
<tr><td width="50%">http://www.naturallaw.com</td><td width="50%">(belongs to someone else)</td></tr>
<tr><td width="50%">http://www.naturallaw.org</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.naturallaw.net</td><td width="50%">(yes) html no : htm no</td></tr>
<tr><td width="50%">http://www.naturallawparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.naturallawparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.naturallawparty.net</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://www.usanaturallawparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usanaturallawparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usanaturallawparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.naturallawpartyusa.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.naturallawpartyusa.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.naturallawpartyusa.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americannaturallawparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americannaturallawparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.americannaturallawparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-natural-law-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-natural-law-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usa-natural-law-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-us.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-us.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-us.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-usa.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-usa.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-usa.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-natural-law-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-natural-law-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.american-natural-law-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-natural-law-party.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-natural-law-party.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.us-natural-law-party.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usnaturallawparty.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usnaturallawparty.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.usnaturallawparty.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-america.com</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-america.org</td><td width="50%">No</td></tr>
<tr><td width="50%">http://www.natural-law-party-america.net</td><td width="50%">No</td></tr>
<tr><td width="50%">http://natural-law.com</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://natural-law.org</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://natural-law.net</td><td width="50%">(yes) html yes : htm no</td></tr>
<tr><td width="50%">http://natuallaw.org</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://naturallaw.net</td><td width="50%">(yes) html no : htm no</td></tr>
<tr><td width="50%">http://natural-law-party.net</td><td width="50%">(yes) html yes : htm yes</td></tr>
<tr><td width="50%">http://naturallawparty.net</td><td width="50%">(yes) html yes : htm yes</td></tr>
</table>

<h4> 7 Are recognised standards used?
 Is metadata provided?
 Does it use standard multimedia formats? (e.g. MIME)
 Is it written in standard HTML?
 Have proprietary extensions to the HTML been added that some browsers will not recognise?

Write a Page Title.
 List Keywords.
 Write a Page Description.

Does the site use the words the average person would try in a search engine?</h4>

 Constitution Party

Standards and HTML seem fine
 Metadata originally existed on this site. When the page was changed it was removed. It has now been put back.
 Page title is good
 Page description looks reasonable
 Keywords look good and the types of words their likely supporters would search under.

 Green Party USA

Standards and HTML seem fine.
 Metadata exists.
 Page title appears to be clear
 Good choice of key words, but the use of "democrat", "republican" and "libertarian" is not reasonable.
 Page description short but quite useful. Words may be in the wrong order.
 Metadata includes average words. Also includes some specialist words.

 Libertarian Party

Standards and HTML seem fine
 No metadata
 Page title is a good choice of words

 Natural Law Party

Standards and HTML seem fine
 Metadata exists
 Sensible page title but could lose "The" from the start.
 Good keywords, but does not include John Hagelin. Could legitimately use the words Reform Party because John Hagelin is seeking their nomination for President.
 Useful page description.
 Metadata includes average words. Also includes some specialist words.

<h4> 8 Are any geographical restraints appropriate for your audience?
 Will the service cover information produced locally, from particular countries, particular continents or world wide?</h4>

The web sites cover a mixture of national and local issues.

<h4> 9 Include section for problems and questions (inc. FAQs)
 Are there instructions?
 Is there documentation?
 Is there online Help?</h4>

There is no help section within any of the web sites, although the Libertarian Party web site does include a site tour.

<h4> 10 Registration available?
 Registration necessary?</h4>

There is not a registration option within any of the web sites.

<h4> 11 Requirements</h4>

 Constitution Party

People have to supply an e-mail address in order to get involved with the party (this excludes those people without an e-mail address)
 People have to answer the questions about what issue is important and how they heard about the party in order to get involved? (these people would be offering their time for free and there should be as few compulsory questions as possible)

 Natural Law Party

People have to supply an e-mail address in order to get involved with the party (this excludes those people without an e-mail address)
 People have to supply e-mail address in order to get general mailings and information (this excludes those people without an e-mail address)
 People have to supply an e-mail address in order to change the postal address to which information is sent (why? - it can hardly can be because of security - anyone could know their e-mail address)

<h2> <A NAME="Recomm">Recommendations for political parties</a></h2>

1 Do not alter newspaper articles. It makes the web site lack credibility.

2 Make sure you know who your audience is and try not to insult other people by the use of poorly chosen words and phrases.

3 Introduce many-to-many communication techniques, i.e. bulletin boards and chat groups

4 Do not ignore other means of communication. They can be just as effective as the World Wide Web.

<h2> <A NAME="Conc">Conclusions and personal comments</a></h2>

1 The definitive evaluation list did not materialise. In the long run, some less important criteria had to be sacrificed so that the more important criteria, i.e. accuracy and bias could be gone into in-depth.

2 If became very difficult to confirm facts from the web sites. A significant reason for this situation is that living in the UK it can be very difficult to access sources in the United States of America without relying on the fact that they might be available online.

3 It appears that the World Wide Web is not the force that was believed at the beginning of this study.

4 All the parties are biased. Perhaps it was naive to assume that they would be objective.

5 There is not any many-to-many communication on the web sites. Perhaps the political parties do not trust the public to be civil with them.

6 It is very easy to mislead people on the Web. People must make sure that they check, re-check and re-check again before they even consider that something on the Web is accurate.

<h2> <A NAME="Further">Further Research</a></h2>

While assessing whether the political parties had understood the implications of the World Wide Web it became clear that hype had probably influenced the study. It will be an important investigation for somebody to actual examine whether the World Wide Web is the answer to political parties and to people generally. This dissertation was unable to examine this issue because it was not the original aim to do this. However, it is a study that will need to be done. The third option that was mentioned within the Introduction is that the World Wide Web is not as important as originally thought. This may eventually change, but equally future technology may antiquate the World Wide Web.

The criteria needs to be developed and expanded. Further research must examine where this dissertation had made mistakes and act accordingly.

The Web as part of communication within a political party would be an interesting area to examine. This case study approach would allow a more narrow focus than has been possible with this study.

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<h4> Web sites</h4>

 Analog Models for Reviewing Digital Resources URL: http://www.onlineinc.com/onlinemag/SeptOL/rettig9.html

BBC Online - Horizon : http://www.bbc.co.uk/horizon/tvisdeadtran.shtml [08 September 2000]

Campaigning on the Internet in the Off Year Elections of 1998 URL: http://www.patriotcampaign.com/web_campaign.html

Can You Find Your Candidate? URL: http://www.searchenginewatch.com/sereport/00/03-president.html [08 September 2000]

Constitution Party URL: http://www.constitutionparty.com/

Critically Analyzing Information URL: http://www.library.cornell.edu/okuref/research/skill26.htm

Evaluating Internet Information URL: http://milton.mse.jhu.edu:8001/research/education/net.html

Evaluating Internet Research Sources URL: http://www.vanguard.edu/rharris/evalu8it.htm

Excerpt from NetActivism:How Citizens Use the Internet http://www.ora.com/catalog/netactivism/excerpt/index.html

Experimental Science Projects: An Intermediate Level Guide URL : http://www.isd77.k12.mn.us/resources/cf/SciProjInter.html

Five Monkeys http://www.wowzone.com/5monkeys.htm

Getting Political Candidates Online /IW November 2, 1998 : http://www.internetworld.com/print/1998/11/02/intcareers/19981102-getting.html

Going On-Line URL: http://www.utdallas.edu/~harpham/going.htm

Inf.Quality & Standards Truisms URL: http://www.ciolek.com/WWWVLPages/QltyPages/QltyTruisms.html

Internet and Political Campaigns URL: http://www.asc.upenn.edu/courses/comm226-cgs/november_30.htm

Internet World November 1996 - Politics '96 URL: http://www.internetworld.com/print/monthly/1996/11/politics.html

IRISS '98: Politics on the Web http://www.sosig.ac.uk/iriss/papers/paper46.ht

Issue Content URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/issuecont.htm

Libertarian Party URL: http://www.lp.org/

Library Selection Criteria for WWW Resources URL: http://www.lclark.edu/~ruggiano/netc/criteria.html

Natural Law Party URL: http://www.natural-law.org/contact.html

Online Discussion Groups: The Potential for Participation http://pro.harvard.edu/abstracts/040/040004GregsonKim.html (article is no longer available at this web site)

Presidential Debate October 6, 1996 URL - http://lab.pava.purdue.edu/pol101/Exercises/Ex04/debate.html [08 September 2000]

Quality Selection Criteria For an Internet Subject Service - 1. Scope Policy URL: http://www.sosig.ac.uk/desire/q1scop.html

Quality Selection Criteria For an Internet Subject Service - 2 Content Criteria: Evaluating the Information URL: http://www.sosig.ac.uk/desire/qualit02.html

Quality Selection Criteria For an Internet Subject Service - 3 Form Criteria: Evaluating the Medium URL: http://www.sosig.ac.uk/desire/qualit03.html

Reform Party of the USA http://www.reformparty.org/

Reform Party of the USA http://www.reform-party-usa.org/

Resnick: The Normalization of Cyberspace : http://www.urbsoc.org/cyberpol/resnick.shtml

Roper: Marketing & the Public Sphere : http://www.urbsoc.org/cyberpol/roper.shtml

Silver Blaze : http://www.obtuse.com/juniper-docs/misc/silver_blaze.html

Site Content URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/sitecont.htm

Site Elements URL: http://www.manchester.edu/facstaff/lawilliams/fyc99/siteeleme.htm

State: Internet, candidates click : http://www.sptimes.com/State/60898/Internet__candidates_.html

Testing the Surf: Criteria for Evaluating Internet Information Resources URL: http://info.lib.uh.edu/pr/v8/n3/smit8n3.html

The Greens/Green Party USA. URL: http://www.greenparty.org

The Web Marketing Checklist: 27 Ways to Promote Your Site URL: http://www.wilsonweb.com/articles/checklist.htm [08]

Utilization of the World Wide Web as a Communicator of Campaign Information URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa97.htm

Virtual Billboards? Candidate Web Sites and Campaigning in 1998 URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa99.htm

What is the ``scientific method''? URL: http://phyun5.ucr.edu/~wudka/Physics7/Notes_www/node6.html#SECTION02121000000000000000

Wolfgram Memorial Library:Informational Checklist URL: http://study.haifa.ac.il/~elis/lessons/lesson3/checklist.html

ZDNet: Inter@ctive Week: Credibility Gaining Over 'Dirty Politics' URL: http://www.zdnet.com/intweek/stories/news/0,4164,2598888,00.html

<h4> Television programmes and films</h4>

 BBC TV : First Presidential Debate 1996. No director. No editor. 06 October 1996

R.J. Cutler and David Van Taylor (Directors) : A perfect candidate : 1996. (USA, Arpie Films)

Equinox : Virtual Environments. Produced and Directed by George Haggerty. Channel Four, 1994

Horizon : TV is dead - Long live TV. Producer Andrew Chitty. Editor John Lynch, BBC TV : 1996

Kevin Rafferty and James Ridgeway (Directors) : Feed : Editors Ed Sarah Durham and Kevin Rafferty. 1992. (USA. Video Democracy Inc)

Without Walls : J'Accuse Technonerds. Channel Four.

<h2> <center><A NAME="Comments">Appendix One : A series of interesting comments</a></h2></center>

 Equinox. Virtual Environments. Produced and Directed by George Haggerty. Channel Four, 1994
Robert Abel : "People need information to make decisions."

 Martin Goldstein and Inge F. Goldstein : How we know : An exploration of the scientific process : Plenum Press : 1978
p210) "Manny grumbles, 'It must be a woman driver,' whenever he sees an inept maneuver on the road. When, as often happens, it becomes apparent that the offending driver is not in fact a woman, Manny shifts his grumble to, "He drives just like a woman."
 WV Quine and JS Ullian 1970 : The Web of Belief p83

p237) "One does not need an outright lie to mislead."

p347) "A corporation was able to announce that its stock was held by 3,003 persons, who had an average of 660 shares each. This was true. It was also true that of the two million shares of stock in the corporation three men held three-quarters and three thousand persons held the other one-fourth among them."
 David Huff : How to lie with statistics : 1954 : p129

 Without Walls : J'Accuse Technonerds : Channel Four

"But if you have an easily accessible mass-medium in which anyone can publish, that means it is a techno-version of CB radio. No quality control, no filters, no prioritising of the original, the valid or the interesting. To enter this world you just need unlimited time to wade through the choking morass of rubbish to encounter anything worthwhile." Janet Street Porter

"People says there's information out there. There's a huge amount of lies out there too, and there's an amazing selection of drivel; and in there there may well be things that are true, but how do you know. Since there's no test on them, no-one ever has to buy them, there isn't the test of the market and there isn't the test of the law cause it's impossible to get libel working on the Internet, which for some of us seems attractive, but actually on second thoughts it means nothing is believable because nothing is credible." Ian Hislop

 Paul Strathern : Descartes in 90 minutes : Constable and Company Limited : 1996
p66-7) Never accept anything as true if it is not clearly known to be so.

 Nicholas Jones : Soundbites and spin doctors : How politicians manipulate the media - and vice versa : Cassell Group : 1996
p18) "A commonly held opinion was that as politicians could not be trusted there was no point in even watching or listening."

 B.I. Newman : The Marketing of the President - Political marketing as campaign strategy : Sage Publications Inc. : 1994
p49) "For example, not only do states differ in the number of signatures required on petitions [for a candidate to be on the Presidential ballot] but the two-party system that we have was built to keep out third-party candidates."

 Jonathan Lynn and A Jay : The complete yes prime minister : The diaries of the right hon. James Hacker : BBC Books : 1989
p28) "'The truth' in politics means any statement that cannot be proved false."

 Joe Klein : Primary Colors - A novel of politics : Chatto and Windus Limited, 1996
p154 "Thirty-second spots only reinforce the bad shit - that he's just another politician."

 Rachael Pitchford and Tony Greaves : Merger : The inside story : Liberal Renewal : 1989
p12) Sir Russell Johnston, "You don't change the taste of the whisky by changing the shape of the bottle."

 James Joseph Scheurich : Research method in the postmodern : The Falmer Press : 1997, p62.

"The relationship between language and meaning, thus, is 'contextually grounded, unstable, ambiguous, and subject to endless reinterpretation."

 Martin Goldstein and Inge F. Goldstein : How we know : An exploration of the scientific process : Plenum Press : 1978

p198 "The second important criterion of a scientific theory is its generality. To put it simply, the more it can explain, the better."

p203) "Thus, while science concerns itself with the general rather than the particular, it sometimes takes some scientific analysis to decide what is general and what is particular."

 Norman K Denzin and Yvonna S Lincoln eds. : Handbook of qualitative research : 2nd ed : Sage Publications, Inc. : 2000, p157.

Editors : "Methodology focuses on the best means for gaining knowledge about the world."

 Arthur Conan Doyle : The adventures of Sherlock Holmes : Grafton Books, 1987, p13.

Sherlock Holmes : "I have no data yet. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts."

 Campaigning on the Internet in the Off Year Elections of 1998 URL: http://www.patriotcampaign.com/web_campaign.html

"There are candidates out there who made use of the Internet an explicit part of their campaign strategy. Wendell Turner, a West Virginia lawyer, pinned his hopes of upsetting Congressman Bob Wise in the primary on his Internet site - only to end up with 6% of the vote. And Doug Ross, a candidate for the Democratic gubernatorial nomination in Michigan, whose Web site was one of the best reviewed for this paper, came in third place in the recent primary." (The web site of Doug Ross is mentioned earlier in this dissertation.)

"Kevin A. Hill and John E. Hughes, using data from the Pew Research Center for People and the Press found that Internet activists were no more Republican or Democratic than the population at large and that, faced with third party candidates, they were more likely to stick with the major parties than voters in the population at large." (1998)

"One of the potential campaign advantages to candidates who campaign on the Internet is the ability to get their message out "unmediated" by the press."

 Excerpt from NetActivism:How Citizens Use the Internet http://www.ora.com/catalog/netactivism/excerpt/index.html

"No longer do we have to read about Bill Clinton in the New York Times. Now we can read his press releases on the Internet, direct from the White House."

 IRISS '98: Politics on the Web http://www.sosig.ac.uk/iriss/papers/paper46.htm

"The WWW page offers an opportunity for political parties to present themselves directly to voters. Currently, however, this means that WWW sites are being used as little more than a political billboard, both in the UK and the US (Carl, 1995; Giussani, 1997; Browning, 1996)."

 Jack Schofield : Untangling the web : Marketing business : March 1995 : Premier Magazines Ltd, 1995, p11.

Ajaz Ahmed, "The world-wide web demands quality content which has not been the case in the past when there was no graphical element to the Internet. This is essential, because in a reversal of traditional advertising, the consumer has to seek out the advertiser. There has to be something that will actually attract them."

Ajaz Ahmed, "To be effective, a new media application must be easy to use and as friendly as traditional methods of communication such as print. To be successful, a new media application must deliver technological benefits that 'analogue' methods of communication cannot, such as interactivity."

 Alexander Garrett : The Net Value : Marketing Business : June 1996 : Premier Magazines Ltd : 1996, p20.

"Consumption is not passive; people will only visit your site if you make it attractive to do so."

 Resnick: The Normalization of Cyberspace : http://www.urbsoc.org/cyberpol/resnick.shtml

"If we ask which political parties and candidates are likely to provide sophisticated Web sites, the answer is clear: those who command the resources to hire the talent to produce them. A study of campaigning on the Internet during the 1996 American national election confirmed this hypothesis. A comparison of the Web sites of the Democratic and Republican parties and their candidates with those of minor parties and candidates showed that the major parties dominated. They not only had more sites, but the sites were more technically sophisticated and attractive and contained more information, graphics and links to other sites. They were also updated more often. While most minor parties and candidates relied heavily on amateur talent (the leading exception was Ross Perot), the major parties hired professionals."

"To evaluate the effectiveness of the Web as a means for campaigning, at least from the point of view of those who put parties and candidates online, contact persons and Webmasters at the national, state and local level were reached by e-mail or telephone after the campaign. No one claimed that their Web site affected the election outcome, changed public opinion, raised substantial sums of money or turned out numerous activists. A Web journalist who covered the campaign online reached the same conclusion: 'What effect did the Web have on the conduct of the presidential campaign? Answer: non, nada, zip, zilch.' The fact that American politicians had so little to show for their efforts on the Web in the last election does not mean that they will abandon Cyberspace. No doubt, they will simply try harder next time."

I expected that the amount of articles discussing the World Wide Web would greatly increase during the summer of 2000, leading into the Presidential Election campaign. These articles did not materialise. This is in itself very interesting. Perhaps, the media, which had taken an interest in the new use of these technologies in 1996, had decided that they were not very important for the 2000 campaigns.

 Perhaps we can paraphrase a Sherlock Holmes quote:

"Colonel Ross 'Is there any other point to which you would wish to draw my attention?'
 Holmes 'To the curious incident of the articles examining the Web and the 2000 election campaigns.'
 Colonel Ross 'There were no such articles'
 Holmes 'That was the curious incident'
 Altered from Silver Blaze : http://www.obtuse.com/juniper-docs/misc/silver_blaze.html

 Utilization of the World Wide Web as a Communicator of Campaign Information URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa97.htm

"Traditional forms of political advertising are intrusive: television is viewed for program content, not advertising. With radio its the music or talk show that draws listeners; newspapers are read for the articles, rather than the ads. The fundamental difference between advertising via the WWW and in these media is that voters have consciously chosen to visit the web site -- there is no "accidental" exposure while involved in some other task. The corresponding implication is that web site visitors are attentive, interested, and actively seeking information -- in essence a more attractive, qualified, target market."

"Level Playing Field. Compared to more traditional forms of political advertising, the Internet offers a relatively low cost of entry. Web site creation costs may be virtually free when provided by willing and knowledgeable volunteers, to as much as $40,000 for complex sites incorporating video, sound, interactive forums, bulletin boards, forms, real time election returns, search engines and image maps. With web site hosting costing a maximum of $ 500 a month (and often much, much less), a candidate can establish a web site for an entire year for the equivalent cost of a single 30 second prime-time network regional ad (Holdren, 1995). The national exposure made possible by such an investment would seem to be particularly beneficial for small parties such as the Libertarians (Stone, 1996)."

"E-mail allows for precious time and money to be saved by reducing the need for phone banks, postage, and campaign literature."

"An outstanding advantage of the WWW as a political campaigning medium rests on the fact that virtually unlimited information can be disseminated, while the cost of doing so is volume insensitive (Holdren, 1995)."

 Getting Political Candidates Online /IW November 2, 1998 : http://www.internetworld.com/print/1998/11/02/intcareers/19981102-getting.html

"Lynn Reed said Web sites eventually could make the difference between winning and losing, and already have shown their potential in fund-raising and as organizing vehicles. The average Web site donation, about $50, has been higher than the average $25 to $35 contribution off direct mail, she said."

 State: Internet, candidates click : http://www.sptimes.com/State/60898/Internet__candidates_.html

State Sen. Jack Latvala of Palm Harbor, who spent years in the direct-mail business, said the Internet has not replaced pamphlets mailed to a targeted list of particular types of voters in specific geographic areas.
 "I don't think the Internet is anywhere close to replacing direct mail or television," he said. "It's probably going to be another 15 or 20 years before that may happen."

 Ruth Ann Weaver Lariscy and Spencer F. Tinkham : Use and Impact of Direct Mail in the Context of Integrated Marketing Communications: US Congressional Campaigns in 1982 and 1990 : Journal of Business Research : (37) : 1996

"The senitments of many political insiders may be summarized by Jay Schropshire, chief of staff for Virginia Governor Douglas Wilder:
 'You win or lose on that television set. That's unfortunate but how else is a candidate going to reach millions of voters?' (Atlanta Journal/Constitution, 1990 pp. A-1, A-8)."

It is interesting that the statement made by Schropshire was proved to be slightly inaccurate when the controversial but telegenic Oliver North lost in his bid to win a US Senate in 1994. It is fascinating that North's bid was for a seat in Virginia. In fact, part of North's defeat can be attributed to the decision by an Independent candidate to support the incumbent Democrat Charles Robb. Who was this Independent? It was the aforementioned Douglas Wilder!

"Further the rise of the cable industry has fragmented the audience and contributed to the need to advertise on more stations, further complicating both the job of the time buyer and the assessment of the impact of the message itself (Hagstrom, 1992)."

"Finally, the third trend is evidence of a growing sophistication among voters regarding the type of access they want to have with political candidates... Voters, like consumers, want more direct information."

 Brad Stone : Politics '96 : Internet World : November 1996 : Meckelmedia Corp : 1996

"Ostensibly designed to inform voters and help them make the "big decision," the official sites of the candidates and their parties are filled with meaningless rhetoric, irritating propaganda, and silly multimedia gimmicks. Although they contain some interesting data and offer smaller parties the prospect of a higher national profile, information-hungry voters ultimately must turn to the far more content-rich 'news' sites to glimpse the promise that the Internet holds for American politics.

Nowhere is the promise and peril of partisan political Web sites more evident than at Clinton/Gore 96, (clinton96.org was snatched up by a parody-site creator). The site is well-designed, eager to make the President's case, and nearly devoid of objective information for voters looking to educate themselves.

...Neither the Clinton nor Dole site has any real interactivity. Both let you make online donations with credit cards, sign up for mailing lists, and volunteer for their campaigns, but the sites offer no way for voters to communicate with the campaigners, chat with other supporters, or get answers to specific questions.

One of the reasons the sites are so non-interactive, says Evans Witt, executive editor of the PoliticsNow Web site, is that the campaigns don't know who their target audiences are on the Net. 'Are they trying to reach journalists to provide information that is otherwise available only in a press release, party activists, or the average voter?' asks Witt. 'I don't think they have really figured that out yet.'"

 Rachael Gibson and Stephen Ward : UK political parties and the Internet - Prospects for democracy : European Studies Research Institute (ESRI) : 1997

p1-2) The authors state that according to Abraham et al (1988) Internet, along with other new digital information and communication technologies (ICTs) differ from traditional forms of media in six crucial ways.

1) Can transmit far greater volume of information from a wider range of sources to a single access point.
 2) Can transmit information at much greater speed
 3) Allows far greater control of information received. Consumers can collate and print their own news sources.
 4) Allows far greater targeting of audiences by distributors, permitting 'narrow-casting'
 5) Allows for decentralization of information control
 6) Introduces interactivity to media technology"

p12) Writes that UK party questionnaire shows that parties feel that Internet is more a channel for downward provision of information than upwards.

 Gary W. Selnow : Electronic whistle-stops - The impact of the Internet on American politics : Praeger Publishers : 1998

p9) "Voters least likely to be influenced by the media had the greatest media exposure, and voters most likely to be influenced by the media had the least media exposure."

The crux of Selnow's argument was that those electors who sought out political information, i.e., political party web sites, already had political opinions, and were less likely to change. People who were less interested in politics were also the people who had less set views and the web sites could influence these people. However, because they were less interested in politics they were also less likely to view the web sites.

p60) "A news story in the New York Times is seen differently from the same story carried by the National Inquirer."

 Julian White : Politico's guide to politics on the internet : Politico's Publishing : 1999, p16

Mentions that many council web sites are designed by IT people.

The important point to take from White's argument is that what impresses computer scientists may not impress the public.

 Virtual Billboards? Candidate Web Sites and Campaigning in 1998 URL: http://www.lsus.edu/faculty/~jsadow/pages/other/papers/apsa99.htm 

"Paul Jones, a professor who studies and teaches Internet publishing at the University of North Carolina at Chapel Hill, said the key to successful computer campaigning is not just as a signpost for campaign fliers but rather to provide an interactive forum where people can exchange ideas,. 'We know it's pretty effective nationally, because you can stir up some interesting debates,' Jones said. 'The web will progress when it's more than just delivering pamphlets to people. The more interactive, the better' (Eisley, 1995)."

 William Shakespeare : The complete works of William Shakespeare - comprising his plays and poems : Spring Books

King Richard III

"Containing,
 his treacherous Plots against the brother Clarence;
 the pittiefull murther of his iunocent nephewes;
 his tyrannicall vsurpation - with the whole cause
 of his detested life, and most deserved death."

Richard as Duke of Gloucester

p562
"I that am rudely stamp'd, and want love's majesty"

"Deform'd, unfinsih'd, sent before my time"

"I am determined to prove a villan"

"And, if King Edward be as true and just
 As I am subtle, false and treacherous"

"Simple plain Clarence! - I do love thee so
 That I will shortly send thy soul to heaven"

p563
"He cannot live [King Edward IV], I hope; and must not die
 Till George be pack'd with posthorse up to heaven.
 I'll in, to urge his hatred more to Clarence,
 With lies well steel'd with weighty arguments;
 And, if I fail not in my deep intent,
 Clarence hath not another day to live :
 Which done, God take King Edward to his mercy,
 And leave the world for me to bustle in!"

p568
"And this I clothe my naked villany
 With odd old ends stol'n forth of holy writ;
 And seem a saint when most I play the devil."

p584
"Shall I be plain - I wish the bastards [the Princes in the Tower] dead
 And I would have it suddenly performed."

As King Richard III

p585

"Why then, thou hast it : two deep enemies,
 Foes to my rest, and my sweet sleep's disturbers,
 Are they that I would have thee deal upon : -
 Tyrrel, I mean those bastards in the Tower."

p594

"Is there is a murderer here? No; - yes; I am :
 Then fly, what from myself? Great reason why, -
 Lest I revenge. What, - myself upon myself!
 Alack, I love myself. Wherefore? for any good
 That I myself have done unto myself?
 I am a villain : yet I lie, I am not.
 Fool, of thyself speak well : - fool do not flatter.
 My conscience hath a thousand several tongues,
 And every tongue brings in a several tale,
 And every tale condemns me for a villain.
 Perjury, perjury, in the high'st degree;
 Murder, stern murder, in the dir'st degree,
 Throng to the bar, crying all, Guilty!, guilty!
 I shall despair. There is no creature loves me;
 And if I die no soul shall pity me :
 Nay, wherefore should they, - since that I myself.
 Find in myself no pity to myself?
 Methought the souls of all that I had murdered
 Came to my tent; and every one did threat
 To-morrow's vengence on the head of Richard."

 Esmond Wright ed. : History of the World - Prehistory to the Renaissance : Newnes Books, 1985, p494. 

"Richard's short reign revealed his talents for kingship and his love of justice. His acts included the banning of forced loans or 'benevolences' extorted in the reign of his brother and measures to defeat the corruption of justice. His courage was demonstarted by his refusal to flee from the defeat of Bosworth. Moreover, all the evidence available suggests that the Richard III of Tudor propoganda (a misshapen monster from birth, murderer of Henry VI, Edward the Lancastrian prince of Wales and his own brother Clarence) can be totally discounted. It is even possible to have reasonable doubts about the most notorious of his alleged crimes - the killing of the princes in the Tower. However, such judicial murders were commonplace in the fifthteen century and Richard may well have been guilty. Henry Tudor and his son were obliged to kill many more to secure their own position."

The above statements show how an issue can be affected by bias. Why is there a traditional negative image of Richard III? The main culprate is the above image created by William Shakespeare. Henry VII had won the Battle of Bosworth Field just over one hundred years before Shakespeare wrote his play. This battle had brought to an end the Wars of the Roses. Queen Elizabeth was the current monarch and she was the grandchild of Henry VII. It would have been very difficult for Shakespeare to write anything different.

It is possible for fiction to be treated as fact. This does not only happen with the image of Richard III. The USSR used to show news-reels of the November 1917 storming of the Winter Palace. However, they actually used footage from Sergei Eisenstein's film 'October', which was written after the event. Eisenstein's film was not an accurate representation of the event, showing many more people involved than was the reality.

 Aesop's Fables Translated by George Fyler Townsend

"The Man and the Lion

A MAN and a Lion traveled together through the forest. They soon began to boast of their respective superiority to each other in strength and prowess. As they were disputing, they passed a statue carved in stone, which represented "a Lion strangled by a Man." The traveler pointed to it and said: "See there! How strong we are, and how we prevail over even the king of beasts." The Lion replied: "This statue was made by one of you men. If we Lions knew how to erect statues, you would see the Man placed under the paw of the Lion."

One story is good, till another is told."

 Edward de Bono : I am right - you are wrong : Penguin Group : 1990

"There is an apocryphal story about an American ambassador who had a race with a Russian ambassador. The American ambassador won. The race was reported in the local press to the effect that there has been a race and the Russian ambassador had come second and the American ambassador had come just one before the last person in the race. There was no mention that this was a two-person race."

 The following comments relate to the controversial 1915 film 'Birth of a Nation' directed by D.W. Griffith. This film was one of the most technically ground-breaking in history. However, it is also stridently racist in attitude.

D.W. Griffith - www.mdle.com/ClassicFilms/BTC/direct5.htm

"Widely and justly regarded as the American film pioneer, D.W. Griffith stretched the minds of audiences to bring film out of its infancy and launch it as the diverse and fascinating art form that it is today."

"His greatest triumph that still reverberates to this day for its ingenuity and scope, as well as its controversial subject matter and cultural fallout, is the epic Birth of a Nation (David W. Griffith Corp., for Epoch Producing Corp., 1915). All at once, this film made his fame and shattered it. He was forced to recognize that his point of view on Southern history had serious flaws."
 The Birth of a Nation (1915) http://www.filmsite.org/birt.html
A controversial, explicitly racist, but landmark American film masterpiece - these all describe ground-breaking producer/director D. W. Griffith's The Birth of a Nation (1915). The film originally premiered with the title The Clansman, but within one month was retitled with the present title. The film was based on Rev. Thomas Dixon Jr.'s anti-black play, The Clansman, and unbelievably, the film is still used today as a recruitment piece for Klan membership. Film scholars agree, however, that it is the single most important and key film of all time - it contains many new cinematic innovations and refinements, technical effects and artistic advancements, including a color sequence at the end. It became a formative influence on future films and has had a recognized impact on film history and the development of film as art. In addition, at almost three hours in length, it was the longest film to date. However, it still provokes conflicting views about its message.
 Guardian Unlimited Film | Features | D.W.Griffith: The Birth of a Nation http://film.guardian.co.uk/Century_Of_Films/Story/0,4135,107276,00.html

"According to James Agee, The Birth of a Nation is 'equal to Brady's photographs, Lincoln's speeches, and Whitman's war poems'. To John Simon, the film is 'morally objectionable, and artistically and intellectually insufficient'".

 Yahoo! Movies: Birth of a Nation, The - Full Uncut Director's Version (1915) http://movies.yahoo.com/shop?d=hv&id=1800238281&cf=info
"While THE BIRTH OF A NATION was a major step forward in the history of filmmaking, it must be noted that the film supports a racist worldview. But there is no denying that it remains a groundbreaking achievement, setting a high watermark for film as an art form."

 D.W. Griffith's Birth of a Nation & NAACP http://www.file-room.org/FileRoom/documents/Cases/88birthofaNation.html

"The silent film, Birth of a Nation. 'The story fell into two parts: The first is a conventional enough narrative of the Civil War; the second is a view of postwar reconstruction as seen very much from a native Southerner's point of view.The story forsook narrative for controversy when it portrayed every black as animalistic, moronic and lusting after women, while the overtly racist Ku Klux Klan appeared not only saviors of the South but of the North as well.' Jonathon Green, The Encyclopedia of Censorship, Facts on File, pg. 21"

"The film '...was banned in more than a dozen localities ( and furthermore has been the most banned film in American history) because of its white supremacist sympathies, racist stereotypes, and glorification of the Ku Klux Klan...' Sex, Sin, and Blasphemy, Marjorie Heins, pg. 40"
 The Ku Klux Klan, and Birth of a Nation, by Mrs. S.E.F. Rose, 1916, Giles County, TNGenWeb (TNGenNet) http://www.tngenweb.org/giles/afro-amer/history/birth.html
The wonderful photo play entitled “The Birth of a Nation,” which portrays so vividly the KuKlux Klan, has done more in a few months' time to arouse interest in that organization than all the articles written on the subject during the last forty years.
The main coloured characters within a Birth of a Nation were played by white actors who were 'blacked-up.' A photograph of the main coloured character can be seen at http://www.mdle.com/ClassicFilms/FeaturedVideo/birth.htm
 Bias and propaganda were important tools within the Nazi German State. The main propagandist was the Reich Minister for Public Propaganda and Enlightenment, Joseph Goebbels.
 The next few paragraphs show the ability of Goebbels to mislead and distort.

Goebbels on the Jews (1941) http://www.calvin.edu/academic/cas/gpa/goeb1.htm

"The historic responsibility of world Jewry for the outbreak and widening of this war has been proven so clearly that it does not need to be talked about any further. The Jews wanted war, and now they have it. But the Führer's prophecy of 30 January 1939 to the German Reichstag is also being fulfilled: If international finance Jewry should succeed in plunging the world into war once again, the result will be not the Bolshevization of the world and thereby the victory of the Jews, rather the annihilation of the Jewish race in Europe."
"Every Jew is our enemy in this historic struggle, regardless of whether he vegetates in a Polish ghetto or carries on his parasitic existence in Berlin or Hamburg or blows the trumpets of war in New York or Washington. All Jews by virtue of their birth and their race are part of an international conspiracy against National Socialist Germany. They want its defeat and annihilation, and do all in their power to bring it about."
"One of these measures is the institution of the yellow star that each Jew must wear. We wanted to make them visible as Jews, particularly if they made even the least attempt to harm the German community. It is a remarkably humane measure on our part, a hygienic and prophylactic measure to be sure that the Jew cannot infiltrate our ranks unseen to sow discord."
"Everyone suddenly found someone in the neighborhood who seemed like a harmless fellow citizen, who perhaps complained or criticized a bit more than normal, and whom no one had thought to be a Jew. He had concealed himself, mimicked his surroundings, adopting the color of the background, adjusted to the environment, in order to wait for the proper moment."
"When Mr. Bramsig or Mrs. Knöterich feel pity for an old woman wearing the Jewish star, they should also remember that a distant nephew of this old woman by the name of Nathan Kaufmann sits in New York and has prepared a plan by which all Germans under the age of 60 will be sterilized."
"The Jews have no right to claim equality with us. If they wish to speak on the streets, in lines outside shops or in public transportation, they should be ignored, not only because their are simply wrong, but because they are Jews who have no right to a voice in the community."
 Goebbels' 1943 Speech on Total War http://www.calvin.edu/academic/cas/gpa/goeb36.htm
"It was a moving experience for me, and probably also for all of you, to be bound by radio with the last heroic fighters in Stalingrad during our powerful meeting here in the Sports Palace.. They radioed to us that they had heard the Führer's proclamation, and perhaps for the last time in their lives joined us in raising their hands to sing the national anthems."
An extensive collection of propaganda from the regimes of NAZI Germany and the GDR (East Germany) can be viewed at http://www.calvin.edu/academic/cas/gpa/
To be fair, the Nazi state was not the only country to use propaganda in the Second World War. Basil Rathbone played Sherlock Holmes in three films in which he battled the Nazis. This is despite the fact that the original Sherlock Holmes stories took place at the turn of the 20th Century.
Disney cartoons were used as propaganda by both sides during the Second World War. US Army officers appeared in some Disney cartoons alongside characters such as Bugs Bunny and Donald Duck. In addition, the Nazis produced cartoons characterising the American aircrews as Disney characters. They showed Donald Duck not understanding anything about France, dropping bombs anywhere and killing French civilians. These cartoons were shown to the French public.
The First World War caused biased reactions within the UK. Firstly, stories proliferated that the German soliders tied babies to church bells which were then rang. Secondly, German breeds of dog were kicked in the streets.
The English have their examples of bias and progaganda. For example, a rather obscure Welsh leader from about the fifth century appears to have been, with some help from French romanticism, transformed into the legandary King Arthur. This is an example of the most powerful type of propaganda - propaganda which has some (however loose) basis of truth.
Bias can alter perceptions of reality. An Irish friend told me a story about boxer Barry McGuigan. He stated that when McGuigan won he was seen to be British and when he lost he was seen to be Irish.
 Doctor Who - The Wheel in Space : BBC Television : 1968
The Doctor (Patrick Troughton) "Logic, my dear Zoe, merely enables one to be wrong with authority."
I can state that 'All Romanians wear yellow' and that 'everyone who wears yellow owns a baseball bat.' Logically therefore, 'all Romanians own a baseball bat.' Unfortunately, all Romanians own cricket bats and not baseball bats. Why is this the case? Because 'everyone who wears yellow owns a cricket bat.' My statement that 'everyone who wears yellow owns a baseball bat' was a lie. Logic requires accuracy, and accuracy is very difficult to discover.

 Douglas Adams : The Restaurant at the End of the Universe : Pan Books Ltd, 1980. p113-4

"The Universe - some information to help you live in it...

4 : Population - None

It is known that there are an infinite number of worlds simply because there is an infinite amount of space for them to be in. However, not every one of them is inhabited. Therefore, there must be a finite number of inhabited worlds. Any finite number divided by infinity is as near to nothing as makes no odds, so the average population of all the planets in the Universe can be said to be zero. From this it follows that the population of the whole Universe is also zero, and that any people you may meet from time to time are merely the products of a deranged imagination."

This quote has been included to show how easy it is to produce completely misleading information.

 Drayton Bird : Commonsense direct marketing : Revised third ed : Kogan Page Limited : 1998, p151

The benefits of the Internet include that it appeals to those with most money and those younger who are more open than most to new ideas.

Drayton Bird's statement is very important to consider. The Internet appeals to the young, but equally the young are also the least likely to vote. This in essence, is the strength and weakness of the Internet. It can appeal to those you wish to attract, but these people may well be the hardest to engage in party politics.

 http://www.wowzone.com/5monkeys.htm

"Start with a cage containing five monkeys.

In the cage, hang a banana on a string and put stairs under it. Before long, a monkey will go to the stairs and start to climb towards the banana.

As soon as he touches the stairs, spray all of the monkeys with cold water.

After a while, another monkey will make an attempt with the same response - all of the monkeys are sprayed with cold water. Keep this up for several days.

Turn off the cold water.

If, later, another monkey tries to climb the stairs, the other monkeys will try to prevent it even though no water sprays them.

Now, remove one monkey from the cage and replace it with a new one.

The new monkey sees the banana and wants to climb the stairs. To his horror, all of the other monkeys attack him. After another attempt and attack, he knows that if he tries to climb the stairs, he will be assaulted.

Next, remove another of the original five monkeys and replace it with a new one. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment with enthusiasm.

Replace the third original monkey with a new one. The new one makes it to the stairs and is attacked as well. Two of the four monkeys that beat him have no idea why they were not permitted to climb the stairs, or why they are participating in the beating of the newest monkey.

After replacing the fourth and fifth original monkeys, all the monkeys which have been sprayed with cold water have been replaced. Nevertheless, no monkey ever again approaches the stairs.

Why not?

'Because that's the way it's always been done around here.'"

 Douglas Adams : The Hitch-Hikers Guide to the Galaxy : Pan Books Ltd, 1979

"The Universe, as has been observed before, is an unsettlingly big place, a fact which for the sake of a quiet life most people tend to ignore. Many would happily move to somewhere rather smaller of their own devising, and this is what most beings in fact do.

For instance, in one corner of the Eastern Galactic Arm lies the large planet Oglaroon, the entire 'intelligent' population of which lives permanently in one fairly small and crowded nut tree. In which tree they are born, live, fall in love, carve tiny speculative articles in the bark on the meaning of life, the futility of death and the importance of birth control, fight a few extremely minor wars and eventually die strapped to the underside of some of the less accessible outer branches.

In fact the only Oglaroonians who ever leave their tree are those who are hurled out of it for the heinous crime of wondering whether any of the other trees might be capable of supporting life at all, or indeed whether the other trees are anything other than illusions brought on by eating too many Oglanuts.

Exotic though this behavior may seem, there is no life form in the galaxy which is not in some way guilty of the same thing..."

 It is very easy to totally mislead people by selectively quoting information. For example, I can make a comment, "There is an international football team. During the entirity of the 1970s they never once scored a goal in any World Cup qualifying match." This creates the impression of an incredibly poor football team. In fact, they were probably the greatest football team within the 1970s. I have omitted some very important information. The hosts and the reigning champions qualify automatically for the World Cup. West Germany were the hosts and subsequent winners of the competiton in 1974. Therefore, they never had to qualify in 1974 and 1978, subsequently not needing to play any qualifying matches and therefore could not have scored any goals.

Furthermore, it is possible to make someone think that there is one solution to a problem when the answer is completely different. As an example consider this question, "In 1991 and 1993 two different brothers won the Champion Hurdle (horse racing) at the Cheltenham Festival. Why did they never talk to each other after the 1993 race?" There appears to be many possible answers to this question including family arguments, illnesses, death etc. However, the answer is very simple. They couldn't talk to each other before 1993 as well as after - they were both horses.

It is always possible for someone to produce a completely different conclusion when supplied with the same information. It is necessary to be very clear when you are trying to use information to prove an unusual conclusion. To explain this I will present a traditonal 'urban myth.' A boyfriend and girlfriend are driving in Dartmoor late at night when their car break down. The boyfriend says that he will walk back a couple of miles to a farmhouse that they have just passed. Their radio states that a dangerous convict has just escaped from Dartmoor prison and that he must not be approached. The boyfriend leaves the car and twenty minutes later the girlfriend hears some thumping on the roof of the car. Four police cars drive up fifty yards to the front of the car. A loudspeaker tells the girlfriend to get out of the car and walk slowly forwards, but on no account look behind her. Finally she decides must look behind her. What did she see? It was her boyfriend bouncing the head of the convict on the top of the car.
 The traditional conclusion to the story is that it is the convict bouncing the head of the boyfriend on the top of the car.

It is very difficult to use intonation with a web site. A phrase or article may be intended to be viewed as serious, humorous or sarcastic. However, without the advantage of the human voice, it is possible to communicate a different meaning. The following paragraph is taken from a song written at the time of the Silver Jubilee of Queen Elizabeth II.

God save the queen
 we mean it man
 we love our queen
 god saves

The use of the phrases 'God save the queen' and 'we love our queen' would normally suggest that the song is supportive of the monarchy. The line 'we mean it man' gives a slightly less serious image to the song, but it would probably be seen as affectionate. In fact, nothing could be further from the truth. These lyrics were taken from the song 'God Save The Queen' by the Sex Pistols and sung by Johnny Rotten. This song also includes the lyrics 'the fascist regime' and 'she ain't no human being'. The latter lyrics correct suggest the intended image of the song.
Similar mistakes occur with another very well known song. The title of this song has caused some people to completly misunderstand what was intended. It should be very difficult to think that this song is praising the United States of America. It includes lyrics such as, 'Send me off to a foreign land to go and kill the yellow man' and, 'Had a brother at Khe Sahn fighting off the Viet cong. They're still there he's all gone.' Yet, just because the song is called 'Born in the USA', it has used on occasions by Americans to celebrate their country. This was certainly not the intention of Bruce Springsteen when he wrote the song. No blame can be placed with Bruce Springsteen for people misunderstanding his song. People can attribute their own meaning to words and actions and on occasions it can be impossible to overcome.

When a country had the words Democracy or Democratic in its name it tended to be a totalitarian state. Examples include, the German Democratic Republic (East Germany), Democratic People's Republic of Korea (North Korea) and the Lao People's Democratic Republic (Laos). It is a very curious use of language, giving an impression which was far from the truth.

Recently, ITV gained from the BBC rights to show highlights of UK Premiership football. When this happened, the language used by each televison channel gave entirely different impressions. ITV have a lunchtime football show. They used words to the effect of, "I'm sure you're as pleased with this news as we are", while Match of the Day from the BBC, used the words to the effect of, 'I'm sure you're as disappointed with this news as we are'.

It is critical to check facts and not just rely on what is generally held to be true. Many stated facts turn out only to be urban myths. An example is given below showing that legal action can be the result.

Urban Legends Reference Pages: Television (Pugwash!) http://www.snopes2.com/radiotv/tv/pugwash.htm
"In the Young Guardian of September 13 [1991] we stated that the Captain Pugwash cartoon series featured characters called Seaman Staines and Master Bates, and for that reason the series had never been repeated by the BBC. We accept that it is untrue that there ever were any such characters. Furthermore, the series continues to be shown on television and on video. We apologize to Mr. Ryan, the creator, writer and artist of the Captain Pugwash films and books. We have agreed to pay him damages and his legal costs."

It will take longer to judge the language used within a web site than it will with the human voice (as it will with all written texts). Novelists and story writters can use phrases such as 'he said sarcastically' or 'she said with a smile on her face' to denote intonation. However, this is more difficult within a factual web site. Those people responsible for web site material must make sure that their words will be understood in the manner intended.

Issues such as implimentation and correct research are critical if a web site is to fulfil a stated purpose. The Book of Heroic Failures gives examples where this has not been the case. On page 25 it states that the Commonwealth Sentinel newspaper folded after one day because no-one had arranged for the distribution of the 50,000 copies. On page 80 it explains that some men planned to rob a post office, only to find out that it had ceased to be a post office for twelve years. On page 100 it explains that two hundred anglers did not catch any fish for five hours. The fish had been moved to other waters three weeks before. In addition, it is always prudent to check your assumptions. Don't Quote Me states that in 1979 the Penzance and Zennor Sub Aqua Club drove 700 miles and climbed 3000 feet to Loch Buidhe. They then discovered that it was six inches deep.

Language usage is critical. The meaning intended is not always the meaning communicated. Language which is acceptable in one society or culture may not be acceptable in others. Two examples from Don't Quote Me can be used to illustrate this point. On page 120 it quotes the US ambassador to the UN, Warren Austin, calling on the Jews and Arabs in 1948 to settle their differences 'like good Christians.' Secondly, on page 130 it quotes another US ambassador to the UN, Andrew Young, saying that 'Ayatollah Khomeini will one day be viewed as some kind of Saint.'

Edward de Bono writes in I Am Right - You Are Wrong, "In English there are not many gradations in use between 'friend' and 'enemy' and between 'like and dislike'. There are many ways we can describe in-between gradations but that is description after the event. An Innuit language in Northern Canada might have twenty gradations between 'friend' and 'enemy'. There is even one word to convey: 'I like you very much but I would not want to go seal hunting with you.' Such a word allows the observer to perceive another person in that way."

I originally wrote the following paragraph.
 The 'World Series' is the championship of Major League Baseball (MLB) and the web site of the reigning champions (New York Yankees) described the team as the 'World Champions' Yet, this competition consists of 28 USA teams and 2 Canadian teams. These is no representation for strong baseball countries such as Cuba and Japan.
 However, in fact the 'World Series' was originally named after the New York World newspaper, and so 'World Champions' and 'World Series' has a completely different meaning than I had believed.

It must be remembered that the World Wide Web should not take important resources away from other parts of an organisation. A balance needs to be struck. Problems can occur if too many resources are diverted from critical areas. The aforementioned Don't Quote Me mentions that a Nashville bank got their employees to watch a film examining how to react to a hold-up. Unfortunately, they got so many tellers to watch the film that the bank was under-protected and suffered a hold-up.

We live in a world where Christopher Columbus, Francisco Pizarro, Pedro Alvares Cabral and Captain Cook 'discovered' the USA, South America and Oceania. This must have been a great relief for the American Indians, the Central and South American tribes, the aborigines and the Maoris. They lived for many eons in these places and had never managed to 'discover' them!

We have car adverts which appear to have been shot in Sark! (for those who do not understand, Sark is a Channel Island which bans the use of cars). We have adverts for products which suggest that love and compassion is not needed to get the understanding and respect of your children. All you need to do is to buy them the correct soft drink. We have adverts for phone chatlines where people you can talk to appear to be glamour models with some spare time or gay men taking a break from their weight-lifting. We have products mentioning the latest scientific gobbledegook. "Our 'independent' expert [paid of course] states that with its infusion of neutrogenic polymetholene applicants, this product can make your hair can look like Peter Stringfellow's." What about all the experts who promote other similar products, or of course those who promote none?

It can prove surprisingly difficult to discover simple and objective facts. For example, 'who is the heavyweight boxing champion of the world?' This was the situation in August 2001. Quite clearly it is Hasim Rahman. He holds the championship belts from the IBF (International Boxing Federation), the WBC (World Boxing Council) and the IBO (International Boxing Organisation). Or is it John Ruiz the champion of the WBA (World Boxing Association)? How about Vladimir Klitschko the champion of the WBO (World Boxing Organization). We can't discount Corrie Sanders the champion of the WBU (World Boxing Union) or even Brian Nielsen the champion of the IBC (International Boxing Council). It would be rude to overlook Mike Bernado the champion of the WBF (World Boxing Federation). What about Jukka Jarvinen and Dick Wallijn? They will be fighting to be the champion of the IBU (International Boxing Union). Finally, there is the IBA (International Boxing Association). Their championship is currently vacant.

We have a 'Champions League' in European football. Recently, three of the four semi-finalists were not the reigning champions within their country.

Darts has a Skol World Champion (Phil Taylor) and also a Embassy World Champion (Tony David).

Chess has a BGN World Chess Champion (Vladimir Kramnick) and also a FIDE World Chess Champion (Viswanathan Anand).

We have a 'Super League' in UK Rugby League. Promotion and relegation appears to decided on financial ability rather playing ability.

 <h2> <center><A NAME="Over">Appendix Two : Examples of overstatements concerning the Internet and the World Wide Web</a></center></h2>

This section was not included in the originally included because it did not fit directly into the dissertation title and also because of the word limit. It is easy to attack commentators, especially in hindsight, but it is important to understand past statements that have been made about the Internet and the Web.

 Bruce I. Newman : The mass marketing of politics : Democracy in an age of manufactured images : Sage Publications, Inc. : 1999, p54.

"The information highway is slowly moving the American voter from the 'age of emotion' into the 'age of reason.'"

 Campaigning on the Internet in the Off Year Elections of 1998 URL: http://www.patriotcampaign.com/web_campaign.html

"Most political observers don't wonder if the Internet will become an important campaign tool - they wonder when. Many predict that the 2000 presidential election will be the year in which the Internet comes into its own as a political tool. Phil Noble, president of Politics Online, thinks that the 1998 election will be the first one in which a candidate wins or loses on the basis of the Internet1. One day someone will credit their election victory to their Internet strategy, and when that happens in a way that is believed by many others in the political world, the medium of the Internet will come into its own as a major campaign tool in the same way that television achieved political respectability after the 1960 election."

 Going On-Line URL: http://www.utdallas.edu/~harpham/going.htm

"Internet stocks, in particular, were among the highest flyers in the bull market of the late 1990s. Their popularity pointed to the possibility that the technological changes experienced to date were only the first wave of a profound restructuring of economic and social life."

"Exit polling from the 1996 election further confirmed that the Internet was starting to play an important role in the elections: 25% of all voters were on-line and approximately 10% made their voting decisions based on information collected primarily from the Internet. In addition, the Clinton and Dole campaigns reported that almost one-third of the volunteers became involved in their campaign either through the web site or through e-mail. (Cornell ,1998a)

The above paragraph misses out some crucial information. Did any of the 10% of voters actually change their mind about how they would vote? Were the Clinton and Dole volunteers already involved in political campaigns? Were the web sites preaching to the converted? Would these people have become involved if there had not been a web site?

 Roper: Marketing & the Public Sphere : http://www.urbsoc.org/cyberpol/roper.shtml

Claims that B. Mann (1995) says that Senator Edward Kennedy's staff claim that his winning the 1994 US Senate election was due to his being the first US Senator to have a World Wide Web page.

Edward Kennedy's web site has been mentioned many times by commentators. I have yet to see proof examining why this web site affected the result. I am unconvinced that the relatively small number of people on-line, even in Massachusetts, would have changed the result. 1994 was a very poor election year for the Democrats, but Massachusetts is one of the safest seats for the Democrats in the USA. In addition, Edward Kennedy had been elected since 1962(1).

1 http://www.senate.gov/~kennedy/timeline.html

 Wayne Rash Jr. : Politics on the Nets : Wiring the political process : W.H. Freeman and Company : 1997, ix.

"By the presidential election in 2000, it will be difficult, if not impossible to conduct a national or statewide campaign without them (Nets)."

 Kim Gregson."Online Discussion Groups: The Potential for Participation" http://pro.harvard.edu/abstracts/040/040004GregsonKim.html (article is no longer available at this web site)

"New political groups will be able to form and compete on a more level playing field because of the lowered costs of communicating and advertising online."

 Kevin A. Hill and John E. Hughes : Cyberpolitics - Citizen activism in the age of the Internet : Rowman & Littlefield Publishers, Inc. : 1998, p134.

"By the late 1990s it become far cheaper to get your political message to 100,000 people over the Web than it was in 1930 to get that same message to 1,000 people via long distance telephone calling."

This statement misses an important point. The advantage using the telephone (and door knocking) is that it is interaction between human beings, rather than with a computer. In additon, you don't have to rely on voters going to your web site. The web may be cheap but it is not always effective.

 Anthony Corrado and Charles M. Firestone eds. : Elections in cyberspace - Toward a new era in American politics : The Aspen Institute : 1996, p10

The authors mention that information will be unmediated and therefore, "The advent of politics in cyberspace and digital technology will thus create a revitalized arena of free political speech that will help voters develop more informed views."

The most important word in the above statement is INFORMED. To be informed you need information. This dissertation has shown that there is a lack of information on party political web sites. The most likely source of political information is the on-line versions of the current mainstream print media. Sometimes you need data to be mediated.

 Richard Davis : The web of politics - The Internet's impact on the American political system : Oxford University Press : 1999, p95.

Davis mentions that in Utah, Chris Cannon spent $2 million on his campaign and had an extensive site while incumbent Bill Orton could only raise $697,000 and did not have a web site figuring it would be a waste of limited resources. Cannon defeated Orton. However, Davis supplies no proof that the web site was the difference. It was more likely that the extra $1.3 million pounds was mainly spent on adverts and campaign literature. All we can infer from Davis is that a candidate with access to extensive resources defeated a sitting incumbent.

<H2> <center><A NAME="Market">Appendix Three : Notes about marketing</a></center></h2>

 These notes were not part of the original dissertation. They were not included mainly due to the need to keep to a 20,000 word count.

 Direct mail enables user to aim message at precisely defined prospect and place the mailing piece in front of that prospect at the exact time required. Good opportunity to put across argument in full.

Definition of target audience cannot be overstressed. Just as with press advertising, pointless to develop first-class proposition if it is placed in front of non-prospect

 Melody Y. Kiang, T.S. Raghu and Kevin Huei-Min Shang : Marketing on the Internet — who can benefit from an online marketing approach? : Decision Support Systems (27) : Elsevier Publishing, 2000

"Using the Internet as a distribution channel cannot only reduce the delivery cost substantially, but also ensure instant delivery of products and services." Internet access is not limited by any physical boundary and is available 24 h a day.

"Moreover, because the Internet access is not limited by any physical boundary and is available 24 h a day, it allows companies to provide convenient access to a broader customer base."

These advantages [of using the Internet] can be classified into those three channels based on the functions performed:

As a communication channel: information ex-change between sellers and buyers.

 For accessing, organizing, and communicating information.
 To improve interactivity and perceptual experience.
 To gather information about customers via surveys and contests for new product development and introduction, relationship building and personalization.

As a transaction channel: sales activities.

 To improve visibility and reach a much bigger customer base.
 To improve revenues by exploiting cross-selling opportunities.
 To streamline transaction processing, thereby reducing task complexity, paperwork and transaction costs.
 To customize promotion and sales to individual customers and improve flexibility.

As a distribution channel: physical exchange of products/services.

 To eliminate huge inventories, storage costs, utilities, and space rental, etc.
 To shorten supply chain and reduce commission and operating costs."

 Clive Hoey : Maximising the effectiveness of Web-based marketing communications : Marketing Intelligence & Planning : 16/1 [1998] : MCB University Press, 1998

"Businesses, of course, use a wide variety of media to communicate with their customers. The role of marketing communications carried by these media is to 'share the meaning of a company's total product offering with its customers in such a way as to attain their goals and, at the same time, move the company closer toward its own goals' (Delozier, 1976)."

"Hoffman and Novack (1996) observe that this traditionally follows a 'one to many' communication model, whereby 'a firm reaches many current and potential customers, segmented or not, through marketing efforts that allow only limited forms of feedback from the customer'. The Internet, on the other hand, facilitates an interactive multimedia 'many to many' communication network, thus radically altering the way in which firms can do business with customers and suppliers. It allows for immediate response and the opportunity for the recipient (or reader) to add their own 'content' through the relevant medium."

 Craig S. Breitenbach and Doris C. Van Doren: Value-added marketing in the
digital domain: enhancing the utility of the Internet : Journal of Consumer Marketing : 15 (6) MCB University Press, 1998

"The Web visitor

Research into the characteristics of Internet users conducted by Lewis and
Lewis (1997) identified five kinds of Web visitor, each with different needs
and wants. The classifications identified and defined by Lewis and Lewis are
as follows:

(1) Directed information seekers. Desired services for this group include the
availability of timely and relevant information on specific topics or
events.

(2) Undirected information seekers. This group likes to browse, looking for
anything of interest or something unexpected.

(3) Bargain hunters. This group is looking for give-aways such as samples
or prizes. Bargain hunters search for free merchandise in order to justify
their online investment.

(4) Entertainment seekers. These visitors are looking for entertainment.
They like the ability to interact with the Web site, and features that
interest them include the availability of animation, sound clips, online
puzzles, and games.

(5) Directed buyers. The main objective of this group is to buy while on
line; they may be looking for a particular item or gift idea."

A point to note is that a web site user may belong to different categories at different times.

 Mike Elms : Media : Marketing Business : April 1996 : Premier Magazines Ltd : 1996,
p22)

"There's little doubt that we're moving into a world of 'make your own media'. The technology and distribution systems are there for many marketers to create their won universe channels of communication to their customers."

"... a poor experience which wastes time could create a hostile, negative reaction and prove counter-productive."

 Alan Mitchell : Evolution : Marketing business : Oct 1995: Premier Magazines Ltd, 1995, p35.

Al Ries and Jack Trout "Being first in the marketplace is important only to the extent it allows you to get in the mind first."

 Jeffrey Jenkins : Examining the Bonding Effects of Party - A Comparative Analysis of Roll-Call Voting in the U.S. and Confederate Houses : American Journal of Political Science : 43 (4) : Oct 1999 : Michigan State University, 1999, p1146.

States that political party membership is a brand name and a shortcut for voters.

 Richard M.S. Wilson, Colin Gilligan and David J. Pearson : Strategic marketing management - planning, implementation and control : Butterworth-Heinemann Ltd 1992

p220-1) "All too often, however, and despite having identified potentially valuable competitve advantages, organizations fail to signal these advantages sufficiently strongly. This then leads to one of three errors:

1) confused positioning where buyers are unsure of what the organization stands for;

2) over-positioning where consumers perceive the organization's products as being expensive and fail to recognize the full breadth of the range;

3 under-positioning where the message is simply too vague and consumers have little real idea of what the organization stands for.

Recongnition of these dangers has led to the development of six major positioning strategies:

positioning by attribute;
 positioning by price/quality;
 positioning by competitor;
 positioning by application;
 positioning by product user;
 positioning by product class."

p347) Promotional mix

Wilson, Gilligan and Pearson list eight steps. These are:

1) identify target audiences;
 2) determine promotional objectives;
 3) create the messages;
 4) select channels of communication;
 5) decide details of promotional mix;
 6) agree total promotional budget;
 7) measure results;
 8) manage total promotional plan.

p369) Basics publics for PR.

Wilson, Gilligan and Pearson list eight basic publics for PR. These are:

1) The community at large;
 2) Employees;
 3) Customers;
 4) Suppliers of materials and services;
 5) The money market;
 6) Distributors;
 7) Potential employees;
 8) Opinion leaders.

p370) "Kotler (1988, p .658) distinguishes between corporate PR and marketing PR, seeing marketing PR as a means of achieving marketing objectives. He points out that PR contributes strongly to objectives of:

building awareness
 building credibility
 stimulating sales force and dealer enthusiasm
 holding down promotional costs"

 Fifield P and Gilligan C : Strategic Marketing Management 1998-99 : Butterworth - Heienemann, 1998, p84.

Relationship marketing - requirements according to authors:

Focus on customer retention and building customer loyalty;
 Emphasis upon product benefits that are meaningful to customer;
 Long timescales recognising that short-term costs may be higher, but so will long term profits;
 Emphasis upon higher levels of service that are possibly tailored to individual customer;
 High customer commitment;
 High customer contact with each contact being used to gain information and build relationships;
 Quality is concern of all and it is failure to recognise this that creates minor mistakes that lead to major problems.

 Brendon Bruce : Images of Power : p114.

Drayton Bird on direct marketing, "any advertising activity which creates and exploits a direct relationship between you and your prospect (customer) as an individual."

 Bruce I. Newman : The Marketing of the President - Political marketing as campaign strategy : Sage Publications Inc. : 1994, p46.

"Direct mail is used in four key ways: to promote issues, programs, and candidates; to mobilize public pressure on political leaders; to raise money; and to recruit new members for citizen action groups."

 Joseph Chilver : Marketing - An Introduction : Oxford Business Publishing, 1990.

Chilver states that direct marketing uses include explaining about services and supplying information; educating users; encouraging feedback; increasing fundraising and increasing involvement by the users.

 Norman Hart : The Practice of Advertising : Butterworth-Heinemann, 1993.

1) Attention value (9) : Successful ad has high degree of visual magnetism

Need compromise between too boring and too hard to read. Picture, headline, copy are important.

2) Instant message (5) : Success ad selects right audience

Should be something in ad that at first glance enables readers to identify it as source of information relating to their interests prefarbly done with both picture and headline

3) Familiar terminology (2) : Successful ad invites reader into scene

Uses terminology/ideas familiar to intended prospect

4) Promise specific benefit (4) : Successful ad will promise a reward

Give reasons that if read ad will learn something of value. Try to be specific, i.e. amounts

5) Factual back-up - Case History Endorsement (3) : Successful ad backs up the promise

Need hard evidence. Comparisons with competition can be convincing. 'They say' advertising carries more weight than 'we say' advertising

6) Logical progression of argument (2) : Successful ad presents selling proposition in logical sequence

Ad should be organised so that there is an unmistakable entry point. Layout should not call attention to istelff. Layout should be a frame within which carious components are arranged.

7) Simple writing style - short words and sentences (2) : Successful ad talks 'person-to-person'

Copy is more persuasive when it speaks to the reader as an individual - as if it were one friend telling another about a good thing

8) Readability (8) : Successful ad easy to read

Copy must not be too small, squeezed into a corner or printed over part of an illustration

9) Action (7) : Successful ad emphasises the service, not the source

Ad should make readers want to buy - or at least consider buying - before telling them where to buy

10) Corporate benefit (8) : Successful ad reflects the company's character

Company's advertising represents best opportunity it has to portray company's personality

41-50 Outstanding
 36-40 Very good
 26-35 Acceptable
 0-25 Send it back

 Scott Adams : Always postpone meetings with time-wasting morons : United Feature Syndicate, Inc. : 1994, p86.

Boss, "Well this look absolutely brilliant and completely unmarketable."
 Dilbert, "Thanks. I'm technology driven."

 Copyright Dave Besag, 24 Glenthorn Road, Jesmond, Newcastle upon Tyne, UK, NE2 3HN
 e-mail dhb12@hotmail.com
 www.valbesag.co.uk/diss.html
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Saturday, 28 November 2015

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