The ways in which the Internet is used in modern electoral campaigns does not diverge from standard actions typical for traditional media, particularly the television. Amorphous space of the Internet creates model-like conditions to implement diverse communication strategies aimed at different target populations, in terms of contents, and the overall way of influencing their views. The article proposes that negative actions on the Internet can be perceived as a creative step up from the previous concepts of influencing the public during political campaigns. Nowadays, these actions include “internet hate”, which complements the traditional methods of exercising the political influence.