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Use of New Media in Campaigns
In November 4, 2008, the United States of America conducted its 56th presidential election. Basically, the major party candidates during the campaign ran on the platform of change and reform throughout Washington. In this case, the United States of America had undergone an economic crisis in the year 2008 and hence domestic policy and economy were the major themes during the campaigns. Importantly, there were two main opponents who vied for the presidential in America; Barrack Obama a senator from Illinois and John McCain. In this presidential election, Obama got 365 electoral votes while McCain had 173 (Harris 59).
Basically, the United States of America's 2008 presidential election had some unique aspects. In this case, this was the first election for an African American president to be voted in. additionally, in this election two sitting senators ran against each other for the post of president. For a period of fifty six years, America has been voting in an incumbent president or a vice-president but during the 2008 presidential election no incumbent president or vice-president was elected. As a matter of fact, this presidential election in America was the very first to elect a woman to be the vice-president. Notably, the two nominated candidates in this presidential election were born outside the contiguous United States. In this relation, the two running major parties were the Democratic Party and the Republican Party (Anderson 120).
The process of campaigning during this election was heavily utilized the advanced technology in America. On this basis, Obama was known to use internet in selling out his policies to all Americans. By doing this, he targeted the young people aged between 18 to 29 years as this is the group that rely on internet as the new media for political information in relation to the election. The use of internet in campaigning by Obama marked a great change in the process of campaigning as the young people viewed it as a great opportunity of listening to their views especially by taking the course that is mostly related to them. Certainly, the political communication to viewers was basically based on the information that was collected about them. Importantly, Obama built relationships between him and his supporters through social websites like Facebook and MySpace. In this case, he established an honest, amiable and face-to-face quality that gave his supporters an intellect of security and conviction, which encouraged them to convince others in their local communities (Solis & Lester 12).
According to the Obama's campaign managers, the reason as to why younger voters were inclined to ignore politicians was because politicians were likely to pay no attention to issues which most concerned them. On this basis, Obama was in a position to receive a very positive reaction from America's youth. Importantly, it was a very great chance for Obama since McCain rarely used internet in his campaign. In this case, Obama's campaign was hence reinforced by his opponent John McCain's moderately limited utilization of the Internet in his campaign. This can be used to indicate that, most pf the young people who use internet as their means of communication did not come to know his policies and ideas as they did to Obama's. Basically, McCain's campaign strategies were not comparable to Obama's both in terms of online usage and use of money in campaigning (Smith 183).
Relationship between campaign strategy and the new media
Importantly, in the United States of America's 2008 presidential election the new media which is basically the internet played a very significant role as far as Obama's campaigning strategies are concerned. On this basis, there was a very good and productive relationship between the campaigning strategies and the new media. In his campaign, Obama targeted mostly the young people aged from 18 to 29 years and hence his use of online communication had a great impact in communicating his policies. This is because this is the group which mostly use internet in communication and hence they were in a position to get his policies and ideas and convince the community to vote for him (Samuels 134).
Certainly, by the use of online social websites like MySpace and Facebook Obama created a very good relationship0 with his supporters since this acted as a face-to-face communication to them. Additionally, the use of internet in campaigning proved to be a way of communicating policies to a personal level. On this basis, each and every person who was on Facebook or MySpace felt that he/she was addressed to on personal basis by Obama. According to the Obama's campaign strategists, the use of internet was a very good element of competing with McCain as he rarely used internet. In this case, John McCain targeted the relatively old people in the society rather than the young and educated (Magleby 58).
It should be noted that, the new media and the email through the director Stephen Geer had three different goals which were direct to the Obama's campaign. On this basis, the new media and the emails were directed to sending messages, mobilizing the public, and funding the Obama's campaign. In this case, the public was wholly mobilized as those people who learned Obama's ideas over the internet convinced the other part of the community about them. Basically, as can be learned from the Obama's campaign strategists the use of internet helped a lot in his success during this election. In this relation, the relationship between Obama's campaign strategies and the new media was very successful. This is because through it many people came to learn about his policies and ideas (Louw 99).
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