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The winning strategy of Barack Obama’s
political communication in 2008.
YES, WE CAN.
ENGLISH FOR COMMUNICATION STUDIES
GIA...
ENGLISH FOR COMMUNICATION STUDIES
Obama relies on different aspects of
communication to raise awareness of himself and
his...
1 / EXPERIENCE DESIGN
University education in political science at
Harvard University
1 / EXPERIENCE & PROFILE DESIGN
ENGLISH FOR COMMUNICATION ...
2 / ELECTORAL COMPETITION
2 / COMPETITIVE ADVANTAGES
ENGLISH FOR COMMUNICATION STUDIES
unconventional way of communication
target community: latinos...
3 / STORYTELLING & SKILLS
3 / A SKILLED STORYTELLER
ENGLISH FOR COMMUNICATION STUDIES
ability to tell his stories in autobiographical books:
Dreams ...
3 / A SKILLED STORYTELLER
ENGLISH FOR COMMUNICATION STUDIES
He has the strenght of an OUTSIDER.
PUBLIC SPEAKING
Rides a wi...
4 / THE BRAND ‘OBAMA’
4 / THE BRAND ‘OBAMA’
ENGLISH FOR COMMUNICATION STUDIES
The brand ‘Obama’, unlike others, is a message of change and hope
...
5 / A GENUINE POP ICON
5 / A GENUINE POP ICON
ENGLISH FOR COMMUNICATION STUDIES
Unlike other political figures, Barack Obama is a true
POP ICON, ...
5 / A GENUINE POP ICON
ENGLISH FOR COMMUNICATION STUDIES
Obama becomes a viral figure.
Videos, posters, t-shirts, slogans,...
6 / CROSSMEDIAL PRESENCE
6 / CROSSMEDIAL PRESENCE
ENGLISH FOR COMMUNICATION STUDIES
Barack Obama is EVERYWHERE
He adopts a crossmedial communicatio...
6 / CROSSMEDIAL PRESENCE
ENGLISH FOR COMMUNICATION STUDIES
ENGAGE COMMUNITIES
Obama interacts and exchanges opinions
with ...
6 / CROSSMEDIAL PRESENCE
ENGLISH FOR COMMUNICATION STUDIES
SOCIAL MEDIA MARKETING
and ACTIVE PARTICIPATION
He knows the ru...
6 / CROSSMEDIAL PRESENCE
ENGLISH FOR COMMUNICATION STUDIES
FUNDRAISING
He operates and gets finance like a startup
company...
6 / CROSSMEDIAL PRESENCE
ENGLISH FOR COMMUNICATION STUDIES
UNDERSTAND THE PEOPLE
Obama rides the new emerging socio-cultur...
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The winning strategy of Barack Obama's political communication in 2008 | Campagna elettorale Obama 2008

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YES WE CAN. The winning strategy of Barack Obama’s political communication in 2008.

La strategia di comunicazione vincente di Barack Obama per USA 2008.

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The winning strategy of Barack Obama's political communication in 2008 | Campagna elettorale Obama 2008

  1. 1. The winning strategy of Barack Obama’s political communication in 2008. YES, WE CAN. ENGLISH FOR COMMUNICATION STUDIES GIANNI L’ABBATE Corso di laurea in Comunicazione, Innovazione e Multimedialità Università di Pavia 2013-2014
  2. 2. ENGLISH FOR COMMUNICATION STUDIES Obama relies on different aspects of communication to raise awareness of himself and his values: 1. Experience design 2. Electoral competition 3. Storytelling and skills 4. The brand ‘Obama’ 5. A Genuine pop icon 6. Crossmedial presence
  3. 3. 1 / EXPERIENCE DESIGN
  4. 4. University education in political science at Harvard University 1 / EXPERIENCE & PROFILE DESIGN ENGLISH FOR COMMUNICATION STUDIES Years of volunteering at an NGO in Chicago, in close contact with the black ghettos to help the community. HIGH PROFESSIONAL PROFILE COMMUNITY SERVICE able to generate participative movements communication and policy generated and supported by the community In the collective Obama is: intelligent, innovative, empathetic, charismatic, determined but especially, black. but it also represents: the family, the study, the good communication, the legality, the values and the change.
  5. 5. 2 / ELECTORAL COMPETITION
  6. 6. 2 / COMPETITIVE ADVANTAGES ENGLISH FOR COMMUNICATION STUDIES unconventional way of communication target community: latinos, gays, internet culture, blacks, afros, asian voluntary and micro-fundraising new face, young age and young team work traditional communication target community: lobbies, upper middle class old politics and economic relationships and interests supported by Bush, author of a disastrous economic and military policy OBAMA McCAIN
  7. 7. 3 / STORYTELLING & SKILLS
  8. 8. 3 / A SKILLED STORYTELLER ENGLISH FOR COMMUNICATION STUDIES ability to tell his stories in autobiographical books: Dreams from my Father (1995) The audacity of Hope (2006) He knows how to mix his private and public life - write a letter for his sons in the newspapers - support his favourite NFL’s team of Chicago Bears with a message on Youtube
  9. 9. 3 / A SKILLED STORYTELLER ENGLISH FOR COMMUNICATION STUDIES He has the strenght of an OUTSIDER. PUBLIC SPEAKING Rides a widespread feeling of anti- politics Embodies the American desire for a progressive change Launches his messages but admits his mistakes GRAPHICS & MASS MEDIA his message are crossmedial The high quality of the graphics is used for its textual, photographic, audio, video contents constant updates
  10. 10. 4 / THE BRAND ‘OBAMA’
  11. 11. 4 / THE BRAND ‘OBAMA’ ENGLISH FOR COMMUNICATION STUDIES The brand ‘Obama’, unlike others, is a message of change and hope The logo is a rising sun on a field of American wheat and enlightens it = a new life for american citizens He appropriates of the symbol and the value of the word ‘CHANGE’
  12. 12. 5 / A GENUINE POP ICON
  13. 13. 5 / A GENUINE POP ICON ENGLISH FOR COMMUNICATION STUDIES Unlike other political figures, Barack Obama is a true POP ICON, like a ROCKSTAR His instinctive and spontaneous character makes it a figure to be admired for his charisma and his self- centeredness unlike the traditional and institutional model of political. He is supported by artists, singers, Hollywood stars, sportsmen and professionals of all kinds.
  14. 14. 5 / A GENUINE POP ICON ENGLISH FOR COMMUNICATION STUDIES Obama becomes a viral figure. Videos, posters, t-shirts, slogans, songs that make it popular, valuable and close to the people are produced. I forgot, also cookies! One of the best song that accompanied his candidacy for the White House was Yes We Can, composed by various famous artists and produced by Will.i.am. The video has counted million views on Youtube.
  15. 15. 6 / CROSSMEDIAL PRESENCE
  16. 16. 6 / CROSSMEDIAL PRESENCE ENGLISH FOR COMMUNICATION STUDIES Barack Obama is EVERYWHERE He adopts a crossmedial communication strategy with his staff. He knows how to talk, discuss and engage the media, becoming active node of the network. His communication focuses on four different fronts: engage communities, social media marketing and active participation, fundraising and understand people. WEB 2.0
  17. 17. 6 / CROSSMEDIAL PRESENCE ENGLISH FOR COMMUNICATION STUDIES ENGAGE COMMUNITIES Obama interacts and exchanges opinions with different american communities and minorities: - internet culture - latinos - afros - asian - gay communities ENGAGEMENT
  18. 18. 6 / CROSSMEDIAL PRESENCE ENGLISH FOR COMMUNICATION STUDIES SOCIAL MEDIA MARKETING and ACTIVE PARTICIPATION He knows the rules and uses all the participative tools on the web. Its goal is to encourage people to become an integral part of its project, exchanging information: video and audio sharing, blogging, microblogging, social networking, message boards, official and communities website.SOCIAL MEDIA
  19. 19. 6 / CROSSMEDIAL PRESENCE ENGLISH FOR COMMUNICATION STUDIES FUNDRAISING He operates and gets finance like a startup company. He knows the mechanisms behind the exchange economy, donation and free participation. Micro-payments supports one of the largest and most expensive election campaigns of all time. FUNDRAISING
  20. 20. 6 / CROSSMEDIAL PRESENCE ENGLISH FOR COMMUNICATION STUDIES UNDERSTAND THE PEOPLE Obama rides the new emerging socio-cultural trends and he’s able to reach his target thanks to social media Society 2.0 Sense of Community Environment and austerity Against the appeareance society UNDERSTAND

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