Mary Margaret Nava

April 19, 2015

Political Science; 33268
Obamas rating went lower for the 2012 election due to the ongoing
Iraq/Afghan war at the time. Romney saw it as a weakness and he used it as
a weapon during the 2012 election. He focused on Obamas bad decisions
that cause the country to lose money and gain more debts. Most of his
campaign advertisement criticized Obamas decisions and how it made the
people and country suffer more. On the other hand, Obamas focused more
on finishing all his promises and projects to the people from the previous
election in 2008 and admitting to the people that he was not able to fulfill
his promises but he will continue to work on it if he gets elected.
Romney used Obamas word against him during the campaign, there
was a commercial where Romney talks about how America is more in debt
after Obama sit at the office and that if people continue to vote for him,
America will have more debt and the next generation will suffer. There was
also a campaign ad where Romney insinuates that Obama was asking people to
vote for revenge and not for the right reason. While Obama admits on his
campaign ad that he made tough decision for the country, that he is not done
with all his plans for the country but getting elected again will give him more
time to finished what he started. It is a very good tactic during the election
because the people feel sympathy that hes trying his best by admitting that
he still not accomplish with all his plan but he still remember them and he is
going to make it happen.
On Obamas campaign, he discussed about the democracy and his plans
about improving education, job seeking opportunities and other more, which
attract more voters due to the fact that it is for the improvement of the
next generation. Another factor that helped Obama gain popularity is being
a Democrat, ninety-two percent of the people who voted for Obama where
Democrats. Based on the statistics, voters picked their candidate depending
on how the candidates project themselves or based on what the candidates
plan to change when they get elected. Seventy-one percent of voters who
voted for Obama were Asian and Hispanics because he supports immigrants
and have some programs that will help them. Fifty-five percent who voted
for him were women because Obama supports free choices for women in
regards to abortion, marriage etc.

Obama spent forty- six million dollars on digital campaign for the 2012
election while Romney spent only 4.6 million. Obamas campaign party
targeted younger voters through social media like Facebook, Youtube and
Tweeter. A great way to gain votes since younger people are tech savvy,
sixty percent of the people who voted for Obama age from eighteen until
twenty-nine years old. Although, statistics shows that younger voters
participated less during the campaign season, they voted the candidate who
they have more information about, which they mostly attain from Google ad
other sources from the Internet. It is most likely the reason why Obama
spent huge amount of money on digital campaign during the election.
In two of the Swing states like Florida and Nevada, a break down of
the percentage of the voters who voted for Obama was discussed in details.
In Florida, the median household income was $46,956 with the below
poverty level of 16.3%. People who voted for Obama who finished secondary
school were 86.1% who were mostly Democrats. 78.1% who voted for him
were White; mostly were Republicans, 16.7% were African American and
26.3% were Asian and Hispanic. People ages from 20-54 who voted for him
were 36.3% who mostly has less participation during the campaign but
decided to vote towards the Democrat side and people who ages 55 and up
headed more for the conservatives group. In Nevada, which was the median
household income was $52,800 with a below poverty level of 15%, 84.6% who
voted for him finished their Secondary education, 76.7% were White, 35%
were Asian and Hispanics, only 9% were African American. Younger people
ages from 20-54 have a total of 49.2% voted for him and 19.2% from the
people who ages 55+. Statistics shows that depending on every state, voters
vary but most of them leaning more on the democrat side.
Obama won the 2012 election again, for the second time, the
Democrats showed faith in him. Although, the percentage of his supporters
decreased, people trusted him enough to keep him as the President. His
response to calamities and other problems of the country is one of the
reasons why people still trust him. The numbers of African American who
voted for him went lower but the voters ages 20- 54 who gave him support
during his first candidacy did not fail to support him the second time around.
Which conclude that his digital campaign was worth it and his campaign
speech about how he will continue to fight for democracy worked because
the voters still have faith in him and that his goal is to make the country a
better one.

Work Cited Page

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Museum of the Moving Image, The Living Room Candidate: Presidential
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Campaign Commercials 1952-2012.
www.livingroomcandidate.org/commercials/2012/revenge-or-love-of-country.
Accessed April 10, 2015.

United States Bureau of Census. Web.2013.

http://quickfacts.census.gov/qfd/states/12000.html. Accessed April 10,
2015
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http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xh
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