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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.<\/p>","DOI":"10.4018\/ijep.2013100104","type":"journal-article","created":{"date-parts":[[2014,2,20]],"date-time":"2014-02-20T13:23:32Z","timestamp":1392902612000},"page":"39-55","source":"Crossref","is-referenced-by-count":0,"title":["Mapping Web Interactivity"],"prefix":"10.4018","volume":"4","author":[{"given":"Kevin Y","family":"Wang","sequence":"first","affiliation":[{"name":"College of Communication, Butler University, Indianapolis, IN, USA"}],"role":[{"role":"author","vocab":"crossref"}]},{"given":"Hyung Min","family":"Lee","sequence":"additional","affiliation":[{"name":"Department of Media Communication, Sungshin Women's University, Seoul, South Korea"}],"role":[{"role":"author","vocab":"crossref"}]},{"given":"David","family":"Atkin","sequence":"additional","affiliation":[{"name":"Department of Communication, University of Connecticut, Storrs, CT, USA"}],"role":[{"role":"author","vocab":"crossref"}]},{"given":"Cheonsoo","family":"Kim","sequence":"additional","affiliation":[{"name":"School of Journalism, Indiana University Bloomington, Bloomington, IN, USA"}],"role":[{"role":"author","vocab":"crossref"}]}],"member":"2432","reference":[{"key":"ijep.2013100104-0","doi-asserted-by":"publisher","DOI":"10.1080\/105846000198495"},{"key":"ijep.2013100104-1","first-page":"303","article-title":"Why they chat: Audience adoption and use of online media","author":"D.Atkin","year":"2005","journal-title":"Online news and the public"},{"key":"ijep.2013100104-2","doi-asserted-by":"publisher","DOI":"10.1080\/10584600802426965"},{"key":"ijep.2013100104-3","doi-asserted-by":"crossref","DOI":"10.1093\/oso\/9780195151558.001.0001","author":"B. 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