This intensive case study examines the online tools used by presidential candidates in the 2008 election through the lens of the dialogic theory of public relations. An in-depth content analysis of all tools candidates publicized on their official Web sites was conducted to determine whether dialogue or monologue was used to communicate online. The data suggest that while candidates used the Internet to communicate, they did not use all dialogic features available to communicate with target audiences. In addition, candidates used online tools as a public relations function for self-promotion, rather than a means for two-way communication with voters.
