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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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Crafting Networked Politics

Crafting Networked Politics

(p.33) 2 Crafting Networked Politics
Taking Our Country Back

Daniel Kreiss

Oxford University Press

In the summer of 2002 bloggers began promoting Dean’s candidacy, and campaign manager Joe Trippi started plotting the online strategy of the campaign. The chapter details the political climate and primary field at the time and the growing importance of these political blogs and new commercial services such as Meetup as organizational vehicles for independent supporter efforts. Chapter 2 shows how these efforts delivered key monetary, organizational, technical, and human resources to the fledging campaign. It then reveals how the campaign took shape as an organization and chronicles the efforts of its Internet staffers to craft goals, strategies, and practices for coordinating the work of online supporters to help routinize these resources. The chapter ends with consideration of the role of MoveOn staffers in helping Dean’s Internet team develop new practices around e-mail and tools for event planning. With strong fund-raising and increasing journalistic attention, Dean emerged as the front-runner for the nomination after the second quarter.

Keywords:   blogs, MeetUp, Dean campaign, MoveOn, Joe Trippi

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