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The Hybrid Media SystemPolitics and Power$
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Andrew Chadwick

Print publication date: 2017

Print ISBN-13: 9780190696726

Published to Oxford Scholarship Online: August 2017

DOI: 10.1093/oso/9780190696726.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 30 November 2021

Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America

Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America

(p.130) 6 Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America
The Hybrid Media System

Andrew Chadwick

Oxford University Press

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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