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Obama Presentation

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Communication Studies Analysis of the Obama Campaign and the Use of Social Media

Communication Studies Analysis of the Obama Campaign and the Use of Social Media


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  • Who did it effect the most? Clearly it is 18-29 year olds. Saw the largest jump of any demographic
  • Obama had 788 videos Hilary 238 – McCain171 Paul 127
  • Transcript

    • 1. REINVENTING DEMOCRACY
      Obama Campaign 2008:
      New Communication Media and How It Is Changing Politics
    • 2. INTRODUCTION
      Mood of Campaign 2008
      Variety of feelings
      Most prevalent:
      Disconnect from the democratic process
      How was that addressed?
      Use of new, more appealing and effective media (WEB 2.0)
      Facebook, MySpace, YouTube, Twitter, E-Mail, Text Messaging
    • 3. Source: 2008 National Election Pool, National Exit Poll4
      An estimated 23 million young Americans under the age of 30 voted in the 2008 presidential election, an increase of 3.4 million compared with 2004.
    • 4. FOCUS
      Barack Obama’s Campaign Methods
      Specifically the use of new media technology
      Analyze how it effected and encouraged voter awareness and participation using communication theory
    • 5. PREVIEW
      Summary of Research and Sources
      Communication Theories Used to Analyze Campaign Methods
      Uses & Gratifications Theory
      Media Ecology Theory
      Broad Application to Obama Campaign
      Few Key Terms to substantiate claims
      Limits of Research
      Conclusion of Findings
    • 6. RESEARCH & SOURCES
      3 Main Types
      Personal Research
      Article on WEB 2.0
      Terminology
      Evolution of Social Networking Sites
      Analyzed campaign methods
      Quantitative Analysis
      # YouTube Videos on Obama’s Feed
      Qualitative Analysis
      Hiring of Chris Hughes – Founder of Facebook
      Triangulation
      Facebook hit 120 million users in October up from 100 million in August
      Credits political process with increase
    • 7. RESEARCH & SOURCES
      2 Books analyzing power new media has on society
      Here Comes Everybody
      “Our age’s new technologies of social networking are evolving, and evolving us, into new groups doing new things in new ways, and old and new groups alike doing the old things better and more easily.”
      republic.com
      How do people act as Citizens vs. Consumers
      Political Process gives desire to fulfill ideals but mainstreaming of traditional politics has forced a more consumerist view.
      “Social Networking Sites harness the tendency for people to express aspirational or altruistic goals more often in political behavior.”
    • 8. USES & GRATIFICATIONS
      Active Audiences use media to fulfill goals and decide which medium will fulfill their needs
      Media compete with other sources
      What are some examples within new media?
      Focus:
      What will people do with that media
      What things do you use on the internet to fulfill certain needs?
    • 9. Social Networking Sites
      Hired a founder of Facebook Chris Hughes
      http://www.facebook.com/barackobama?v=info&viewas=0
      http://www.myspace.com/barackobama
      MoveOn.org, Twitter, apple applications
      Use of e-mail and text messaging to spread message
      Text and E-Mail
      Founded on February 20th 2005
      Founded on February 20th 2005
      http://www.youtube.com/barackobama
    • 10. USES & GRATIFICATIONS
    • 11. KEY TERMS
      Para-Social Interaction
      The relationship we feel we have with people we know only through the media
      Our relationship with political figures is typically very distant.
      Ability to lessen that distance made very easy with Social Networking Sites, YouTube, and Twitter
      Some figures are more popular than others
    • 12.
    • 13.
    • 14. KEY TERMS
      Utility & Intentionality
      Utility – Using the media to accomplish a task
      Intentionality – People’s prior motive determine media use
      Undermines person’s prior use and motive but gives potential for selectivity to occur.
      Fraction of Selection
      Media is selected by the expectation of reward divided by the effort required
      Expectation of Reward
      Effort Required
    • 15. MEDIA ECOLOGY THEORY
      We have a symbiotic relationship with mediated technology; we create technology, and in turn recreates who we are
      Society cannot escape the influence of technology and that technology will remain central to virtually all walks of life.
      Apparent with television, radio, and telecommunications.
      Boom in New Media
      Presence in Politics
      Started to be used by 2004 Democratic Presidential Candidate Howard Dean
      Potential not fully realized yet
    • 16. KEY TERMS
      Medium as the Message
      The content of a mediated message is secondary to the medium (or communication channel)
      The medium has the ability to change how we think about others
      Take Facebook as an example
      Obama has Facebook = Obama is cool
      “he’s reaching out to me in a way I regularly communicate”
      Same can apply to other mediums utilized
      Text messaging
      Sent notifications of VP Selection
      These people were the 1st to find out and made them feel special
    • 17. KEY TERMS
      LAWS OF MEDIA
      Technology affects communication through new technology, the impact of new technology affects society, and the changes in society cause further changes in technology
      4 LAWS
      Enhancement – What does the medium enhance or amplify?
      Accessibility of Information and means to discuss
      Obsolence– What does the medium push aside or make obsolete?
      Traditional television must reshape what they report
      Retrieval – What does this medium retrieve from the past?
      Restores community and discussion lost to other media
      Reversal – When pushed to its limits, what does the medium reverse or flip into?
      At current potential it has changed from pure information (Web 1.0) to a means to collaborate and discuss issues (Web2.0) and more.
    • 18. EXPANSIONS TO RESEARCH
      Look at how other candidates used this more.
      How were their efforts accepted?
      Underlying Sexism, Ageism, Racism? Positive or Negative
      Is what he did easy to replicate?
      Can and will other candidates use the same methods? Becoming a norm?
      Dangers of Web 2.0
      Could it allow people to misinterpret or avoid information
      How will he continue as president?
      Are there any that you have for me?
    • 19. CONCLUSION
      • Mood of Campaign 2008
      • 20. Variety of feelings
      • 21. Most prevalent:
      • 22. Disconnect from the democratic process
      • 23. Summary of Research and Sources
      • 24. Analyzed the Obama campaign’s use of new media technology
      • 25. How it effected and encouraged voter awareness and participation using communication theory
      • 26. Uses & Gratifications Theory
      • 27. Media Ecology Theory
      • 28. Collaborated on Possible Expansions