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In this article, I analyze the issue through the receive\u2212accept\u2212sample (RAS) theory, which postulates that messages can change attitudes if they are both received and accepted by audiences. Based on qualitative elite interviews with 31 consultants and operatives involved in the 2008 United States presidential election, I argue that campaigns are finding new avenues to improve both reception and acceptance of their messages, and the implications merit close empirical scrutiny. The probability of message reception can be increased by citizens\u2019 propensity to seek out issue positions online and by diffusion through low-threshold activities by supporters; the probability of message acceptance can be augmented by video and the targeting of content; finally, indirect persuasion through interpersonal communication can increase the probability of both reception and acceptance.<\/jats:p>","DOI":"10.1177\/1461444812457336","type":"journal-article","created":{"date-parts":[[2012,10,1]],"date-time":"2012-10-01T23:43:05Z","timestamp":1349134985000},"page":"109-127","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":51,"title":["From echo chamber to persuasive device? Rethinking the role of the Internet in campaigns"],"prefix":"10.1177","volume":"15","author":[{"given":"Cristian","family":"Vaccari","sequence":"first","affiliation":[{"name":"University of Bologna, Italy"}]}],"member":"179","published-online":{"date-parts":[[2012,9,30]]},"reference":[{"key":"bibr1-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1017\/S0003055402004239"},{"key":"bibr2-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-2466.2008.00410.x"},{"key":"bibr3-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1093\/oso\/9780195151558.001.0001"},{"issue":"1","key":"bibr4-1461444812457336","first-page":"9","volume":"5","author":"Chadwick A","year":"2009","journal-title":"I\/S: Journal of Law and Policy for the Information Society"},{"key":"bibr5-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9781139108881.003"},{"key":"bibr6-1461444812457336","first-page":"93","volume-title":"Making a Difference: A Comparative View of the Role of the Internet in Election Politics","author":"Davis R","year":"2008"},{"key":"bibr7-1461444812457336","first-page":"13","volume-title":"The Routledge Handbook of Internet Politics","author":"Davis R","year":"2009"},{"key":"bibr8-1461444812457336","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/7186.001.0001"},{"key":"bibr9-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-2466.2009.01452.x"},{"key":"bibr10-1461444812457336","volume-title":"Nominating Presidents: An Assessment of Voters in Presidential Primaries","author":"Geer JG","year":"1989"},{"issue":"4","key":"bibr11-1461444812457336","first-page":"31","volume":"6","author":"Gibson R","year":"2001","journal-title":"Party Politics"},{"key":"bibr12-1461444812457336","volume-title":"The Discovery of Grounded Theory: Strategies for Qualitative Research","author":"Glasser BG","year":"1967"},{"key":"bibr13-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-2466.1990.tb02275.x"},{"key":"bibr14-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1177\/0002764205279754"},{"key":"bibr15-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1017\/S1049096509090052"},{"key":"bibr16-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1111\/j.1460-2466.2009.01470.x"},{"key":"bibr17-1461444812457336","volume-title":"New Media Campaigns and the Managed Citizen","author":"Howard PN","year":"2006"},{"key":"bibr18-1461444812457336","first-page":"1","volume-title":"The Swing Voter in American Politics","author":"Mayer WG","year":"2008"},{"key":"bibr19-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1515\/9781400840441"},{"key":"bibr20-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1177\/135406880391003"},{"key":"bibr21-1461444812457336","doi-asserted-by":"publisher","DOI":"10.1080\/19331680801975359"},{"key":"bibr22-1461444812457336","unstructured":"Pew Internet & American Life Project (2009) The Internet\u2019s role in campaign 2008. 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