This week in the campaign, both candidates rolled out attack ads that attempted to paint their opponent as job killers. Zach Space’s “Thank You” ad reinforces his message that Bob Gibbs is outsourcing jobs by saying that China loves Gibbs.[1] He has recently been trying to boost his perception as a job creator by making a public statement about a solar energy field to be built in southeast Ohio.[2] Gibbs has countered with his “New Leadership ad, accusing Space of “killing” jobs by supporting cap and trade.[3] This back and forth has made it clear that job creation and retention is the central issue of this campaign. With the bad national landscape for Democrats this election year, Gibbs could make up a lot of ground if he can convince voters that Space is just another Democrat. Something is going to have to break through, though, for this challenger to overtake the incumbent.
Part of Gibbs’ approach has been reaching out through internet media, a common tactic for challengers.[4] Gibbs has links to his twitter, facebook group, and linkedin profiles readily available on his main webpage.[5] This is in contrast to Space’s website, which has links to social networking media near the bottom of the page.[6] Gibbs also has a more prominent facebook group, with over 1,300 group members, about four hundred more than Space’s facebook page.[7] [8] This follows the regular patterns of strategy as challengers more commonly use the more risky venue of facebook groups as an opportunity to get the word out to young voters.[9] Whether this style of advertising will pay off for Gibbs is still yet to be seen.
[1] Riskind, Jonathan. "Campaign Ad Watch: Rep. Zack Space, 'Thank You' | The Columbus Dispatch." Central Ohio News, Sports, Arts & Classifieds | The Columbus Dispatch. 5 Oct. 2010. Web. 08 Oct. 2010. <http://www.dispatch.com/live/content/local_news/stories/2010/10/05/ad-watch-space-thank-you.html?sid=101>.
[2] "Solar Energy Field to Be Built in Southeastern Ohio, Space Says." Coshoctontribune.com. Coshocton Tribune, 4 Oct. 2010. Web. 8 Oct. 2010. <http://www.coshoctontribune.com/article/20101004/UPDATES01/101004009/1002/NEWS01>.
[3] Torry, Jack. "Campaign Ad Watch: Bob Gibbs, 'New Leadership' | The Columbus Dispatch."Central Ohio News, Sports, Arts & Classifieds | The Columbus Dispatch. 5 Oct. 2010. Web. 08 Oct. 2010. <http://www.dispatch.com/live/content/local_news/stories/2010/10/05/ad-watch-gibbs-new-leadership.html?sid=101>.
[4] Williams, Christine B., and Girish J. Gulati. "Social Networks as Viral Campaigns: Facebook and the 2006 Midterm Elections." American Political Science Association (2007). Print.
[5] Bob Gibbs for Congress - Home. Web. 08 Oct. 2010. <http://www.bobgibbsforcongress.com/>.
[6] Congressman Zack Space : Home. Web. 08 Oct. 2010. <http://space.house.gov/>.
[7] "Bob Gibbs for Congress | Facebook." Welcome to Facebook. Web. 08 Oct. 2010. <http://www.facebook.com/group.php?gid=130462750307274>.
[8] "Congressman Zack Space | Facebook." Welcome to Facebook. Web. 08 Oct. 2010. <http://www.facebook.com/RepZackSpace>.
[9] Williams and Girish, “Social Networks.”
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