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The Hybrid Media SystemPolitics and Power$
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Andrew Chadwick

Print publication date: 2013

Print ISBN-13: 9780199759477

Published to Oxford Scholarship Online: September 2013

DOI: 10.1093/acprof:oso/9780199759477.001.0001

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Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America

Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America

Chapter:
(p.113) 6 Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America
Source:
The Hybrid Media System
Author(s):

Andrew Chadwick

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199759477.003.0007

Chapters 6 and 7 expand further upon the theme of political organization by considering recent developments in the field of American election campaigning. Chapter 6 provides a detailed reinterpretation of the fabled 2008 Obama for America campaign and shows how this became a decisive period in the ongoing construction of the hybrid media system in American media and politics. The chapter argues that the Obama campaign's significance in building a new model for successful presidential campaigning lay not in its use of the internet per se, but in how it so ruthlessly integrated online and offline communication, grassroots activism and elite control, and older and newer media logics. Obama for America displayed a keen and hitherto neglected awareness of the continuing power of older media logics in election campaigns.

Keywords:   Barack Obama, election campaigns, parties, America, activism, elites, internet, media logics

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