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Taking Our Country BackThe Crafting of Networked Politics from Howard Dean to Barack Obama$
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Daniel Kreiss

Print publication date: 2012

Print ISBN-13: 9780199782536

Published to Oxford Scholarship Online: September 2012

DOI: 10.1093/acprof:oso/9780199782536.001.0001

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Mobilizing for Victory

Mobilizing for Victory

(p.155) 6 Mobilizing for Victory
Taking Our Country Back

Daniel Kreiss

Oxford University Press

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

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