How Obama's Internet Campaign Changed Politics

One of the many ways that the election of Barack Obama as president has echoed that of John F. Kennedy is his use of a new medium that will forever change politics. For Mr. Kennedy, it was television. For Mr. Obama, it is the Internet.

"Were it not for the Internet, Barack Obama would not be president. Were it not for the Internet, Barack Obama would not have been the nominee," said Arianna Huffington, editor in chief of The Huffington Post.

By using interactive Web 2.0 tools, Mr. Obama's campaign changed the way politicians organize supporters, advertise to voters, defend against attacks and communicate with constituents. Mr. Obama used the Internet to organize his supporters in a way that would have in the past required an army of volunteers and paid organizers on the ground, Mr. Trippi said. "The tools changed between 2004 and 2008. Barack Obama won every single caucus state that matters, and he did it because of those tools, because he was able to move thousands of people to organize."

Mr. Obama's campaign took advantage of YouTube for free advertising. Mr. Trippi argued that those videos were more effective than television ads because viewers chose to watch them or received them from a friend instead of having their television shows interrupted.

"The campaign's official stuff they created for YouTube was watched for 14.5 million hours," Mr. Trippi said. "To buy 14.5 million hours on broadcast TV is $47 million."

There has also been a sea change in fact-checking, with citizens using the Internet to find past speeches that prove a politician wrong and then using the Web to alert their fellow citizens.

The Internet also let people repeatedly listen to the candidates' own words in the face of attacks, Mr. Huffington said. As Reverend Jeremiah Wright's incendiary words kept surfacing, people could re-watch Mr. Obama's speech on race. To date, 6.7 million people have watched the 37-minute speech on YouTube.

"Just like Kennedy brought in the television presidency, I think we're about to see the first wired, connected, networked presidency," Mr. Trippi said.

By Claire Cain Miller

Full Article: New York Times


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