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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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Organizing the Obama Campaign

Organizing the Obama Campaign

(p.121) 5 Organizing the Obama Campaign
Taking Our Country Back

Daniel Kreiss

Oxford University Press

This chapter follows the Obama campaign from the winter of 2007 to the eve of the Iowa caucuses. In doing so, it tells the story of how the Obama campaign drew from the infrastructure for online Democratic campaigning created between election cycles, hiring Blue State Digital to provide the online electoral platform and co-founder Joe Rospars as the campaign’s new media director. It details how the campaign made a number of key organizational decisions that shaped the role that new media played on the campaign, including hiring Rospars as a member of the senior staff, giving him a voice in all key strategic decisions. Chapter 5 then provides an extensive discussion of the “money, message, and mobilization” approach of Rospars and his new media team, detailing the campaign’s strategy behind its use of e-mail, the blog, and design. All of these tools were backed by extensive use of computational management practices that calculated the returns on investment for nearly all new media work.

Keywords:   Obama campaign, Joe Rospars, Blue State Digital, return on investment, new media

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