Presidential Campaigning in the Internet Age

Presidential candidates and their campaigns in the United States are fully invested in the use of social media. Yet, since 1996 presidential campaigns have been experimenting with ways to use digital communication technologies on the Internet to their advantage. This book tells the stories of the practices of campaigning online between 1996 and 2016, looking at winners and also-rans. The stories provide rich details of the factors that contribute to the success or failure of candidates, including the influence of digital media. The stories also show how political campaigns over six election cycles transitioned from the paradigm of mass media campaigning, to networked campaigning, and finally to mass-targeted campaigning. Campaigns shifted from efforts at mass persuasion to networked persuasion by identifying and communicating with super-supporters to give them the right digital tools and messages to take to their social network. Campaigns learned over time how to use the Internet’s interactive affordances to communicate with the public in ways that structures what supporters do for the campaign that maximizes strategic benefit—what I call “controlled interactivity.” By the 2016 campaign, technology companies made it easier and more effective to engage in mass-targeted campaigning—using large-scale data analytics by campaigns and tech companies to identify target audiences for campaigns to advertise to online.

The roles of social media in 21st century populisms: US Presidential campaigns

In the United States, “populist” is a controversial and often misunderstood signifier in common discourse. In addition, the current state of mass media and introduction of social networking tools has created a hyper-partisan spectacle of politics – especially during presidential campaign seasons. Through the review of literature on populism, traditional and social media, and presidential campaigning in the United States, this article constructs a new view on the relationship between these three topics in the 21st century. Important steps in this article’s process include defining populism and its place within campaigning and media; presenting social media as a political tool and a dynamic personalized informer; and analyzing the US presidential elections since 2008. Resultantly, because the trends of online activity, on the part of both the citizen and the candidate, impact social media users’ self-informing and political engagement, the process of selecting a new US president has become more susceptible to various populist practices in this century than before.

Symphonic Consonance in Campaign Communication: Reinterpreting Obama for America

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.

Hillary Clinton as Campaign Surrogate

This chapter represents the first installment of Hillary Clinton's news biography and examines the news coverage of Clinton during the 1992 presidential campaign and her entrance onto the national stage of politics. It recounts the baseline news frames that laid the foundation for judgments of Clinton's authenticity against which future frames would converge and diverge. The chapter also describes her most formative media moments during this period, which linguistically and visually acted as stock frames that authenticated Clinton as a feminist and inauthenticated her as a woman of tradition. Her political image was thus framed as a political intruder violating the protocol of presidential campaigning; an anomalous candidate's wife rejecting the trappings of home and domesticity in favor of feminist principles; and a political lightning rod who exuded personality problems that promised to disrupt her husband's presidential bid and undermine the traditions of first lady.