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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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Systemic Hybridity in the Mediation of the American Presidential Campaign

Systemic Hybridity in the Mediation of the American Presidential Campaign

(p.137) 7 Systemic Hybridity in the Mediation of the American Presidential Campaign
The Hybrid Media System

Andrew Chadwick

Oxford University Press

Chapter 7 continues the revisionist approach of chapter 6, but paints the 2008 U.S. presidential campaign on a broader canvas. Through a detailed analysis of key episodes in the mediation of the campaign, the chapter shows how the real-space spectacles of candidate appearances continue to generate the important television, radio, and newspaper coverage that remains so crucial for projecting the power of a candidate and conveying enthusiasm, movement, authenticity, and common purpose to both activists and nonactivists alike. The chapter discusses how these television-fuelled spectacles now also integrate with newer media logics of data-gathering, online fundraising, tracking, monitoring, and managed volunteerism. A major theme running through this chapter is the growing systemic integration of the internet and television in presidential campaigns. It also shows how the hybrid media system can shape electoral outcomes by providing new power resources for campaigns that can create and master the system's modalities.

Keywords:   election campaigns, parties, America, Barack Obama, television, internet, online video, activists, entertainment, journalism, spectacle

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