Taking Our Country Back The Crafting of Networked Politics from Howard Dean to Barack Obama
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Description: Taking Our Country Backpresents the previously untold history of the uptake of new media in Democratic electoral campaigning over the last decade. Drawing on open-ended interviews with more than fifty political staffers, fieldwork during the 2008 primaries and general election, and archival research, Daniel Kreiss shows how a group of young, technically-skilled internet staffers came together on the Howard Dean campaign and created a series of innovations in organization, tools, and practice that have changed the campaign game. After the election, these individuals founded an array of consulting firms and training organizations and staffed prominent Democratic campaigns. In the process, they carried their innovations across Democratic politics and contributed to a number of electoral victories, including Barack Obama's historic bid for the presidency. In revealing this history, the book provides a rich empirical look at the communication tools, practices, and infrastructure that shape contemporary online campaigning.Through a detailed history of new media and political campaigning,Taking Our Country Backcontributes to an interdisciplinary body of scholarship from communication, sociology, and political science. The book theorizes processes of innovation in online electoral politics and gives readers a new understanding of how the internet and its use by the Dean campaign have fundamentally changed the field of political campaigning. Kreiss shows how these innovations, exemplified by the Dean and Obama campaigns, were the product of the movement of staffers between industries and within organizational structures. Such movement provided a space for technical development and incentives for experimentation.Taking Our Country Backis a serious and vital analysis, both on-the-ground and theoretical, of how a small group of internet staffers transformed what campaigning means today and how cultural work mobilizes and motivates supporters to participate in collective action.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $30.95
Copyright year: 2012
Publisher: Oxford University Press, Incorporated
Publication date: 8/6/2012
Size: 6.00" wide x 9.00" long x 0.75" tall
|Key Political Staffers and Consultants and Relevant Electoral Work Mentioned in This Volume|
|Innovation, Infrastructure, and Organization in New Media Campaigning|
|Crafting Networked Politics|
|Dean's Demise and Taking on Bush|
|Wiring the Party|
|Organizing the Obama Campaign|
|Mobilizing for Victory|
|Conclusion: New Media Campaigning from Dean to Obama|