2008

Abstract

If the 2004 presidential campaigns demonstrated a paradigm shift as mass-mediated campaigning gave way to networked media campaigning (which in turn changed the power dynamic between supporters and campaigns), the 2008 election was about learning to control supporters through networked interactivity to the campaigns’ greatest advantage. The Obama campaign built on not just the innovations from 2004 but also on the earlier practices from 2000 and 1996, establishing an effective digital media strategy for fundraising and organizing. Other candidates, especially Democratic primary candidate Hillary Clinton and Republican primary candidate Ron Paul, experimented with and centralized DCTs as key components of their campaigns. The financial disadvantage John McCain’s campaign had compared to Obama in the general election was substantial. McCain's campaign had little choice but to focus on tried-and-true mass mediated campaigning and could not fully build enough with DCTs to work their advantage.