There are a number of key lessons to be learnt from Obama’s successful presidential campaign; the overriding message highlighting the importance of ‘out of the box’ thinking. For decades, American politicians have embraced conventional approaches to presidential campaigning: utilizing traditional media, targeting the same audiences and participating in political rallies and debates.
Although all of these approaches have significant merit, the Obama team recognized there was a considerable segment of the voting population, particularly African-American and young voters, who were being neglected. By tapping into new media avenues such as Facebook, YouTube and MySpace, Obama adapted his language and presentation in order to engage and interact with potential youth voters.
Obama not only appealed to African-American and young voters but was able to transcend racial, cultural, class and age lines by seamlessly tailoring his delivery styles in order to meet the needs of his varying audiences. He recognized the importance of connecting with and relating to different people, and understood the vital role of all aspects of communication in this process: the message, speaking techniques, body language and avenues of delivery.
As a result, Obama tremendously benefitted from the highest voter turnout in 40 years (Encyclopaedia Britannica, 2008) and his party enjoyed an increase in the Democratic vote from 28.7 percent in 2004 to 31.3 percent in 2008 (CNN, 2008).
References
CNN (2008). Report: ’08 turnout same as or only slightly higher than ‘04. [online] Available from: <http://politicalticker.blogs.cnn.com/2008/11/06/report-08-turnout-same-or-only-slightly-higher-than-04/> [Accessed 7 March 2009]
Encyclopaedia Britannica (2008). United States Presidential Election of 2008. [online] Available from: <http://www.britannica.com/EBchecked/topic/1335480/United-States-Presidential-Election-of-2008> [Accessed 7 March 2009]
Although all of these approaches have significant merit, the Obama team recognized there was a considerable segment of the voting population, particularly African-American and young voters, who were being neglected. By tapping into new media avenues such as Facebook, YouTube and MySpace, Obama adapted his language and presentation in order to engage and interact with potential youth voters.
Obama not only appealed to African-American and young voters but was able to transcend racial, cultural, class and age lines by seamlessly tailoring his delivery styles in order to meet the needs of his varying audiences. He recognized the importance of connecting with and relating to different people, and understood the vital role of all aspects of communication in this process: the message, speaking techniques, body language and avenues of delivery.
As a result, Obama tremendously benefitted from the highest voter turnout in 40 years (Encyclopaedia Britannica, 2008) and his party enjoyed an increase in the Democratic vote from 28.7 percent in 2004 to 31.3 percent in 2008 (CNN, 2008).
References
CNN (2008). Report: ’08 turnout same as or only slightly higher than ‘04. [online] Available from: <http://politicalticker.blogs.cnn.com/2008/11/06/report-08-turnout-same-or-only-slightly-higher-than-04/> [Accessed 7 March 2009]
Encyclopaedia Britannica (2008). United States Presidential Election of 2008. [online] Available from: <http://www.britannica.com/EBchecked/topic/1335480/United-States-Presidential-Election-of-2008> [Accessed 7 March 2009]
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