Your SlideShare is downloading. ×
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Obama Campaign Organizing & New Media: Presentation to Organizing 2.0 Summit

4,795

Published on

An excerpt of a presentation analyzing the Obama Campaign's YouTube strategy as an example of a new model for interactive, many-to-many communication and organizing. …

An excerpt of a presentation analyzing the Obama Campaign's YouTube strategy as an example of a new model for interactive, many-to-many communication and organizing.

Created and presented by The Nation's Ari Melber (www.arimelber.com) for
Organizing 2.0, a grassroots-led conference of social justice organizers from labor and the community organizing world held in December 2009 in New York (http://organizing20.org).

The longer presentation, with more examples and data, is available by contacting Ari Melber.

Published in: News & Politics
1 Comment
19 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,795
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
1
Likes
19
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Paris
  • Transcript

    • 1. Net Movements in the Obama Era Organizing & New Media in the Obama Era Presentation to The Organizing 2.0 Conference Ari Melber, J.D. www.arimelber.com
    • 2. What People Want Now
    • 3. Hot
    • 4. Good
    • 5. Fast
    • 6. Politics in the TV Era: Short, Simple, Stupid Sources : Prof. Daniel Hallin, “Sound Bite News” (1988) Micah Sifry (2008) TechPresident.John Tierney, New York Times, “Sound Bites Become Smaller Mouthfuls” (1998) Soundbites in televised campaign coverage fell to just 7 seconds
    • 7. Soundbite Politics
      • Presumes and fosters a simplistic, apathetic electorate
      • “ Everything should be made as simple as possible, but never more so.” Albert Einstein
      • “ Nothing of any significance is going to be said in 9.8 seconds. ” Walter Cronkite
    • 8. Attention Disintermediation
      • Obama routed around the soundbite press to address the public directly, first recruiting support, then mobilizing and organizing people to act.
      • His campaign used the web to not only shape media coverage, but to replace it with his own content and distribution networks .
    • 9. Example: Soundbites to Speeches
      • Obama was the only candidate to make a YouTube response to the State of the Union.
      • His campaign uploaded five times as many videos as other campaigns, including lengthy policy speeches.
      Sources: Obama Campaign YouTube Channel (2008), Ari Melber, The Nation (2008)
    • 10. Opponents Scoffed
      • Clinton Campaign , Dec. 07:
      • “ Our supporters look like caucus-goers…
      • “ Their supporters look like Facebook.”
    • 11.
      • Time ’s Joe Klein, March 08: Most people will never hear the elegant complexity of Obama's speech in full ...though they certainly should .
      “ Experts” Did Not Get It
      • Washington Monthly’ s Kevin Drum, Jan. 08:
      • Very few people, especially outside the early primary states, get to see Obama giving a speech.
      • The Atlantic’s Matt Yglesias, Jan. 08: Obama gives a "doubly-impressive” speech, but “ most voters have almost certainly never sat and watched him deliver one .”
    • 12. But The People Listened Source: “Obama’s Speech Makes YouTube History,” Ari Melber, The Nation (2008) The American Elections of 2008, (Box-Steffensmeier, Schier 2009) (citing Melber, 2008) The Nation’s Ari Melber, Mar. 08: At this pace, it will be the most watched contemporary political speech in Internet history . Over 7.5 million people watched Obama’s 37- minute race speech -- more than the entire TV audience combined
    • 13. And Kept Listening
      • 2.3m watched Iowa Victory Speech
      • 2.7m watched 13-minute “Yes We Can” Speech
      • 20m viewed Obama channel
      • What about McCain?
      Source: “Hope Will Not Be Televised: Obama YouTube vs. Clinton Clash,” Ari Melber, The Nation (Jan 2008)
    • 14. 99m > 25m Obama tripled McCain in total views on official campaign channels Organizing Attention
    • 15. This means YOU
      • Total views for all YouTube videos about either candidate: Two B illion
      • Of the Top 20 most viewed videos about either candidate, most were created by independent people outside the campaigns (Obama: 16/20 McCain: 19/20)
      Source: “YouTubing The Election,” Ari Melber, The Nation (Nov 2008)
    • 16. But: YouTube is a Platform -- Not a Strategy Open Disintermediation Interactive Bottom Up Organizing Enlarge Universe Closed Gatekeeper Outreach One-Way Communication Top Down Management Convert Persuadables TRADITIONAL NEW
    • 17. Obama’s New Media Networks Millions Platform Source : Ari Melber, (2009)
    • 18. Organizing Landscape
      • At the end of the 2008 election:
      • Liberal Democrats were twice as likely to attend political events as Moderate Democrats
      • Liberal Democrats were three times as likely to donate money online
      • Liberal Democrats were also twice as likely to watch political videos online as Conservative Republicans
      “ Liberal Dems Top Conservative Reps in Donations, Activism,” Pew Research Center, October 12, 2008.

    ×