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This paper explores the use of interactive communication and dialogic relationship building strategies on political campaign Web sites. In contrast to presidential races that often feature substantially more sophisticated campaign Web sites, congressional candidates' ability and willingness to use the Web as an electioneering tool has varied greatly. The present research sought to address two broad research questions: 1) how candidates from the same electoral districts used their Web sites during the 2006 and 2010 congressional elections; and 2) to what extent could several candidate and district level variables explain the differences in Web utilization. A typology was proposed to examine the first question, while content analysis was performed to collect empirical data that addressed the second question. Results indicate that while the use of interactive Web strategies may be concentrated among candidates with certain characteristics in 2006, the adoption of social media in political campaigns has trickled down from the presidential level, and that interactive tools have become a norm in the 2010 congressional election, with virtually no observable differences emerging among candidates. Theoretical and practical implication for online political public relations is discussed.

Because of their widespread use on the internet, hyperlinks have become a useful tool in information sharing and knowledge distribution in online communication, particularly in the realm of journalism. Their importance has received little scholarly attention, however. Against the backdrop of the sociology of professions, the purpose of this study is to determine how journalists approach hyperlinks and what they perceive to be their functions in online news. A national survey of newspaper editors and TV news directors in the United States shows that American journalists exhibit a sense of jurisdictional protectionism in online news. They appear to privilege US hyperlinks over foreign ones, especially internal links to their own websites. They are also predominantly against linking to foreign news media that cover the same events or issues. Financial consideration seems to be the main reason behind the journalistic preference.