This paper is a participant’s analysis of the 2000 Bush-Cheney eCampaign. It raises questions about the success of the effort and the potential impact that new technologies and medias will have on future elections. To answer these questions, a review of surveys about this election is conducted, and the history of the Bush-Cheney eCampaign is established. Then, an examination of the eCampaign’s successes and failures follows, and lessons for future ecampaigns are extracted from both. In conclusion, the Bush-Cheney eCampaign is viewed as a successful operation that had an impact, albeit a small one, on the 2000 outcome. This foreshadows a new electoral world where all campaigns must more fully integrate new technology into themselves in order to succeed by focusing on individuals through grassroots organization and targeted advertising rather than on groups through mass media.
