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Open Access Obamania 2.0 – Wie das Internet den amerikanischen Präsidentschaftswahlkampf verändert

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This essay outlines the essential factors of success for Barack Obamas election as president of the United States of America with special regard to the Web 2.0. Parallels to Franklin Delano Roosevelt’s inauguration are visible when it comes to communicating with a new medium: in Roosevelt’s time this was radio. Nowadays, the Internet is the new communication channel with growing numbers of users not only in the U.S., the biggest global online market. In 2004 it was Howard Dean with his Internet campaign who elevated cyberspace to a potentially relevant source for donations and a communication channel in politics. He made use of a variety of devices and potentials of cyberspace in order to step up as the Democrat’s temporary surprising favourite. Eventually, that election President Bush’s lobby was too strong for a democratic opponent. 2008 it was just about time for a newcomer on the political stage to introduce change, hope, and unity: Barack Obama. His secret was the focus on activities online from the outset. Weblogs, web videos, and social networks are the tools to control. The different social groups are the target audiences that have to be reached. Furthermore, the Internet proved to be an effective way of colleting donations and coordinating volunteers – two important tasks in campaigning within the U.S. Obama made his website the centre of his campaign, implemented his own social network MyBO and this way became the first President who would have never been elected hadn’t he used the Internet. But this marks only one side. The other side of the coin displays the exploitation of all available voter data in order to communicate the right messages and to transform money and effort into donations, volunteers and votes.
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Document Type: Research Article

Publication date: January 1, 2007

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  • Die Zeitschrift SPIEL. Neue Folge ist eine internationale Zeitschrift, die sich allen Themen und Fragen der Medien- und Kulturwissenschaften widmet. Dabei spielt eine besondere Rolle, dass die in SPIEL. Neue Folge behandelten Fragen und Antworten dazu beitragen, die theoretischen, methodischen und methodologischen Perspektiven der medienkulturwissenschaftlichen Forschung zu erweitern und zu verbessern.

    SPIEL. Neue Folge is an international academic journal dedicated to a wide range of topics and research questions in the discipline of Culture and Media Studies. In particular, SPIEL. Neue Folge aims to publish research that addresses theoretical and methodological questions and that helps to broaden, advance and improve existing research approaches to the discipline.

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