You Can't Count Those Who Don't Show Up

There has been study after study trying to answer the question that has professionals puzzled, "Can the internet be used to persuade?" It is clear from looking at the numbers that the internet can influence undecided voters but it will never be able to influence passive and unengaged voters.

The internet is a medium that requires effort. One must seek out information in order to learn from that information. If a voter does not take the time to visit a candidate's website they will never be able to be persuaded. Therefore the internet can only persuade those who want to be persuaded. We live in a time when the majority of the country is apathetic. As cited in a classmate's blog people are more interested in American Idol than who will govern them. So it raises the question, how can you measure if the internet can persuade if you are only measuring those who seek out the information?