New Media, Campaigning and the 2008 Facebook Election PDF Download

Author: Thomas J. Johnson
Publisher: Routledge
ISBN: 1317979397
Category : Social Science
Languages : en
Pages : 139

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Book Description
Some political observers dubbed the 2008 presidential campaign as 'the Facebook Election'. Barack Obama, in particular, employed social media such as blogs, Twitter, Flickr, Digg, YouTube, MySpace and Facebook to run a 'grassroots-style' campaign. The Obama campaign was keenly aware that voters, particularly the young, are not simply consumers of information, but conduits of information as well. They often replaced the professional filter of traditional media with a social one. Social media allowed candidates to do electronically what previously had to be done through shoe leather and phone banks: contact volunteers and donors, and schedule and promote events. The 2008 Election marked a new era where the candidates no longer had complete control over their campaign message. The individual viewer in a campaign crowd with a cell phone can record a candidate’s gaffe, post it on YouTube or Flickr and within days millions will be gasping or guffawing. The traditional campaign, with its centralized power and planning, although not dead, now coexists with an unstructured digital democracy. New Media, Campaigning and the 2008 Facebook Election examines the way social media changed how candidates campaigned, how the media covered the election and how voters received information. This book is based on a special issue of Mass Communication & Society.

Author: John Allen Hendricks
Publisher: Lexington Books
ISBN: 0739141074
Category : Political Science
Languages : en
Pages : 190

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Book Description
Communicator-in-Chief: How Barack Obama Used New Media Technology to Win the White House examines the fascinating and precedent-setting role new media technologies and the Internet played in the 2008 presidential campaign that allowed for the historic election of the nation's first African American president. It was the first presidential campaign in which the Internet, the electorate, and political campaign strategies for the White House successfully converged to propel a candidate to the highest elected office in the nation. The contributors to this volume masterfully demonstrate how the Internet is to President Barack Obama what television was to President John Kennedy, thus making Obama a truly twenty-first century communicator and politician. Furthermore, Communicator-in-Chief argues that Obama's 2008 campaign strategies established a model that all future campaigns must follow to achieve any measure of success. The Barack Obama campaign team astutely discovered how to communicate and motivate not only the general electorate but also the technology-addicted Millennial Generation - a generational voting block that will be a juggernaut in future elections.

Author: John Allen Hendricks
Publisher: Routledge
ISBN: 1136968202
Category : Language Arts & Disciplines
Languages : en
Pages : 253

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Book Description
The 2008 US presidential campaign saw politicians utilizing all types of new media -- Facebook, MySpace, YouTube, Twitter, e-mail, and cell phone texting – to reach voters of all ages, ethnicities, socio-economic backgrounds, and sexual orientations. This volume examines the use of these media and considers the effectiveness of reaching voters through these channels. It explores not only the use of new media and technologies but also the role these tactics played in attracting new voters and communicating with the electorate during the 2008 presidential debates. Chapters focus on how the technologies were used by candidates, the press, and voters.

Author: Jennifer Stromer-Galley
Publisher: Oxford University Press
ISBN: 0190694068
Category : Political Science
Languages : en
Pages : 272

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Book Description
As the plugged-in presidential campaign has arguably reached maturity, Presidential Campaigning in the Internet Age challenges popular claims about the democratizing effect of Digital Communication Technologies (DCTs). Analyzing campaign strategies, structures, and tactics from the past six presidential election cycles, Stromer-Galley reveals how, for all their vaunted inclusivity and tantalizing promise of increased two-way communication between candidates and the individuals who support them, DCTs have done little to change the fundamental dynamics of campaigns. The expansion of new technologies has presented candidates with greater opportunities to micro-target potential voters, cheaper and easier ways to raise money, and faster and more innovative ways to respond to opponents. The need for communication control and management, however, has made campaigns slow and loathe to experiment with truly interactive internet communication technologies. Citizen involvement in the campaign historically has been and, as this book shows, continues to be a means to an end: winning the election for the candidate. For all the proliferation of apps to download, polls to click, videos to watch, and messages to forward, the decidedly undemocratic view of controlled interactivity is how most campaigns continue to operate. In the fully revised second edition, Presidential Campaigning in the Internet Age examines election cycles from 1996, when the World Wide Web was first used for presidential campaigning, through 2016 when campaigns had the full power of advertising on social media sites. As the book charts changes in internet communication technologies, it shows how, even as campaigns have moved from a mass mediated to a networked paradigm, the possibilities these shifts in interactivity seem to promise for citizen input and empowerment remain farther than a click away.

Author: Costas Panagopoulos
Publisher: Routledge
ISBN: 1317979540
Category : Political Science
Languages : en
Pages : 355

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Book Description
The 2008 presidential election, perhaps more so than the typical quadrennial race, will undoubtedly spawn an abundance of scholarly inquiry. The confluence of historic and peculiar features associated with the 2008 contest distinguishes it from modern campaign cycles in significant ways that provide researchers a rare opportunity to reflect on a plethora of topics. These studies are certain to provide detailed knowledge about the 2008 election in particular, and, more generally, to inform our understanding of contemporary electoral politics. The selections in this volume probe specific facets of the 2008 contest to provide in-depth analyses of key developments with respect to strategy, money and technology in the election cycle. The contributors are keen analysts of American elections and campaigns. The insights they provide grapple with key questions about the 2008 election and help to demystify aspects of the historic race. This book was published as a special issue of the Journal of Political Marketing.

Author: Victoria A. Farrar-Myers
Publisher: NYU Press
ISBN: 1479886637
Category : Political Science
Languages : en
Pages : 368

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Book Description
Choice Outstanding Academic Title of 2016 From the presidential race to the battle for the office of New York City mayor, American political candidates’ approach to new media strategy is increasingly what makes or breaks their campaign. Targeted outreach on Facebook and Twitter, placement of a well-timed viral ad, and the ability to roll with the memes, flame wars, and downvotes that might spring from ordinary citizens’ engagement with the issues—these skills are heralded as crucial for anyone hoping to get their views heard in a chaotic election cycle. But just how effective are the kinds of media strategies that American politicians employ? And what effect, if any, do citizen-created political media have on the tide of public opinion? In Controlling the Message, Farrar-Myers and Vaughn curate a series of case studies that use real-time original research from the 2012 election season to explore how politicians and ordinary citizens use and consume new media during political campaigns. Broken down into sections that examine new media strategy from the highest echelons of campaign management all the way down to passive citizen engagement with campaign issues in places like online comment forums, the book ultimately reveals that political messaging in today’s diverse new media landscape is a fragile, unpredictable, and sometimes futile process. The result is a collection that both interprets important historical data from a watershed campaign season and also explains myriad approaches to political campaign media scholarship—an ideal volume for students, scholars, and political analysts alike.

Author: Anna Poppen
Publisher: GRIN Verlag
ISBN: 3656667144
Category : Foreign Language Study
Languages : en
Pages : 37

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Book Description
Seminar paper from the year 2011 in the subject Didactics for the subject English - Applied Geography, grade: 1,0, Carl von Ossietzky University of Oldenburg, language: English, abstract: The video sharing website YouTube has become a phenomenon that is part of an increasing number of people’s lives and also a part of the usual presidential rhetoric. Before the launch of YouTube in 2005, the enormous effects of this online phenomenon on all aspects of society could hardly be foreseen. In 2011, however, it is obvious that YouTube and other online media affect every day life, including political decision making, in many ways. The 2004 US presidential election is often referred to as the first internet election as the candidates (Howard Dean in particular) started to use blogs and websites to raise money and convince voters online (Zielmann, Röttger 2009: 77). By 2008, the internet had become even more diverse and complex and offered a lot of new online functions like social networking sites (Facebook) and video sharing sites (YouTube). These new opportunities were used by most of the candidates in the 2008 presidential election. The later US President Barack Obama as well as his internal opponent Hillary Clinton made use of the internet to spread their political messages and address especially the younger voters. A study that was conducted by the Pew Internet & American Life Project during the 2008 election campaign proved that 40% of all adults accessed information about politics on the internet. It also showed that “viewers of politically relevant YouTube videos ha[d] become a key part of at least some campaign events” (Rainie, Smith 2008). In 2008, the online world was not new to most people, but it was used as a major propaganda tool by most politicians and their campaign teams for the first time. In the Democratic primary elections several candidates did not announce their candidacy in the traditional press but online. On July 23, 2007, the first ever political debate took place on YouTube.

Author: Dennis W. Johnson
Publisher: Routledge
ISBN: 1317307445
Category : Political Science
Languages : en
Pages : 153

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Book Description
In view of the 2016 US election season, the second edition of this book analyzes the way political campaigns have been traditionally run and the extraordinary changes that have occurred since 2012. Dennis W. Johnson looks at the most sophisticated techniques of modern campaigning—micro-targeting, online fundraising, digital communication, the new media—and examines what has changed, how those changes have dramatically transformed campaigning, and what has remained fundamentally the same despite new technologies and communications. Campaigns are becoming more open and free-wheeling, with greater involvement of activists (especially through social media) and average voters alike. At the same time, they have become more professionalized, and the author has experience managing and marketing the process. Campaigning in the Twenty-First Century illustrates the daunting challenges for candidates and professional consultants as they try to get their messages out to voters. Ironically, the more open and robust campaigns become, the greater is the need for seasoned, flexible, and imaginative professional consultants. New to the Second Edition Includes coverage of the 2012 and 2014 elections, looking ahead to 2016. Updates coverage of campaign finance since the landmark Citizens United Supreme Court decision. Adds to the discussion of demographic and technological changes in elections since 2012.

Author: Larry Sabato
Publisher: Addison-Wesley Longman
ISBN:
Category : Elections
Languages : en
Pages : 308

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Book Description
Best-selling author Larry J. Sabato once again brings together the nation''s most perceptive analysts and shrewdest observers of American politics to analyze our most recent election: the historic election of Barack Obama to the presidency of the United States. This revealing new book by Larry Sabato and his team of experts contains exciting coverage and trenchant commentary on the most stunning election of our time. Peeling back the layers of the political, social, and demographic trends that helped thrust Barack Obama into the Oval Office, the authors of this book toss aside conventional wisdom about 2008 and substitute thoughtful, deeper - and until now, ignored - interpretations of the events and environment that elected our new president. Features - Includes contributed chapters from some of the foremost analysts and scholars who had a front row seat for the campaigns and election, including Justin Sizemore, Rhodes Cook, Alan Abramowitz, Bruce Larson, Michael Toner, Diana Owen, Jeff Gulati, Michael Cornfield, Alex Theodoridis, and Susan MacManus. Each author presents different perspectives on the results, and the resulting mosaic gives readers a comprehensive outlook on the election. - Provides complete and engaging analysis of the most important issues and events leading to Barack Obama''s election, including the political environment for Republicans, the impact of federal election law, state and party rules, the conventions, the impact of "traditional" and "new" media, and the use of new technologies. The authors avoid trendy, tired, and overused political commentary and instead focus on pragmatic research and analysis with practical applications for the reader. - Features original chapters written by Larry Sabato, a nationally renowned election scholar and commentator. - Connects the reader with additional sources of information and opinion beyond the content of the book. - Offers as much for the classroom as it does for the casual reader. Table of Contents Introduction Larry Sabato 1. Conventions: The Significance of an American Institution Justin Sizemore 2. The Election of Our Lifetime Larry Sabato 3. From Republican Lock to Republican Lockout Rhodes Cook 4. How Obama Won and What It Means Alan Abramowitz 5. The Congressional and Gubernatorial Candidates Bruce Larson 6. The Impact of Federal Election Law in 2008 Michael Toner 7. Media in the 2008 Election: 21st Century Campaign Diana Owen 8. The New Media Environment and the 2008 Election Jeff Gulati 9. New Technology and the 2008 Election Michael Cornfield 10. Did the Rules Decide? Alex Theodoridis Conclusion Susan MacManus About the Author Larry J. Sabato is the founder and director of the Center for Politics and the Robert Kent Gooch professor of Politics at the University of Virginia. He is the author of more than twenty books including Feeding Frenzy: Attack Journalism & American Politics, The Sixth Year Itch: The Rise and Fall of the George W. Bush Presidency, and A More Perfect Constitution: 23 Proposals to Revitalize our Constitution and Make America A Fairer Country.

Author: Daniel Kreiss
Publisher: Oxford University Press
ISBN: 0199974616
Category : Political Science
Languages : en
Pages : 248

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Book Description
Taking Our Country Back presents the previously untold history of the uptake of new media in Democratic electoral campaigning over the last decade. Drawing on interviews with more than sixty political staffers, fieldwork during the 2008 primaries and general election, and archival research, Daniel Kreiss shows how a group of young, technically-skilled Internet staffers came together on the Howard Dean campaign and created a series of innovations in organization, tools, and practice that have changed the elections game. He charts how these individuals carried their innovations across Democratic politics, contributing to a number of electoral victories, including Barack Obama's historic bid for the presidency. In revealing this history, the book provides a rich empirical look at the communication tools, practices, and infrastructure that shape contemporary online campaigning. Taking Our Country Back is a serious and vital analysis, both on-the-ground and theoretical, of how a small group of visionary people transformed what campaigning means today and how technical and cultural work coordinates collective action.