The days of" revolutionary" campaign strategies are gone. Theextraordinary has become ordinary, and campaigns at all levels, from thefederal to the municipal, have realized the necessity of incorporatingdigital media technologies into their communications strategies. Still,little is understood about how these practices have been taken up androutinized on a wide scale, or the ways in which the use of thesetechnologies is tied to new norms and understandings of politicalparticipation and citizenship in the digital age. The vocabulary that wedo possess for speaking about what counts as citizenship in a digitalage is limited. Drawing on ethnographic fieldwork in a federal-levelelection, interviews with communications and digital media consultants,and textual analysis of campaign materials, this book traces theemergence and solidification of campaign strategies that reflect what itmeans to be a citizen in the digital era. It identifies shifting normsand emerging trends to build new theories of citizenship in contemporarydemocracy. Baldwin-Philippi argues that these campaign practices fosterengaged and skeptical citizens. But, rather than assess the quality orlevel of participation and citizenship due to the use of technologies,this book delves into the way that digital strategies depict what" good"citizenship ought to be and the goals and values behind the tactics.