Chapter

Mobilizing for Victory

Daniel Kreiss

in Taking Our Country Back

Published in print August 2012 | ISBN: 9780199782536
Published online September 2012 | e-ISBN: 9780199950614 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199782536.003.0006

Series: Oxford Studies in Digital Politics

Mobilizing for Victory

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This chapter looks closely at how the Obama campaign integrated its new media and field efforts for the primaries and general election. While Dean’s campaign collapsed in part because of the large disconnect between the national campaign and what was taking place on the ground in Iowa, Obama’s staffers worked to ensure that new media efforts furthered the field efforts. To this end, the campaign’s online organizers worked with supporters on the MyBO platform and Facebook, creating distributed supporter operations that furthered the campaign’s field efforts in the primaries, especially the 23 state contests that took place on Super Tuesday. As field staffers hit the ground in these states, they had access to hundreds of willing volunteers who were already mobilized and active in their communities. The chapter also shows how online organizing efforts played a crucial role in support of field operations during the general election.

Keywords: Obama campaign; primaries; general election; Facebook; Super Tuesday; MyBO

Chapter.  14324 words.  Illustrated.

Subjects: US Politics

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