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UNIV 241 – The Election
10/31/2008
Much has been made of Senator Obama’s “grassroots” mobilization of supporters for financing
and conducting his presidential campaign. Utilizing the format of popular social networking
sites, the Obama campaign has reached out to a great number of people to take an active part in
organizing events such as fundraisers and debate watch parties. Is such an approach really all that
novel? Has it changed, in any substantive manner, the ways in which the current campaigns and
electoral process have played out, and, if so, how? Finally, how might such a campaign strategy
shape the Presidency should Senator Obama win? In other words, is this strategy more than just a
means of winning an election? Is it a way of transforming and revitalizing politics and political
participation overall?
Obama has profoundly changed the way that an elections happen in this country.
Obama's grassroots mobilization was in many ways not novel but rather a combining of the best
parts of several past and present populist movements. It has additionally changed in a substantial
way the way in which the electoral process has played out. Last, the choice whether this begins
to revitalize politics in this nation is up to Obama but there are many things to learn from his
campaign. Overall, this has profoundly changed the way that American presidential campaigns
will be conducted as we move forward into this century.
Obama's grassroots mobilization has borrowed and expanded on many brilliant strategies
from those who preceded him. He borrowed and expanded on many lessons from Ron Paul's
innovative campaign. Additionally, he borrowed pages from the play books of the late 19th
century and early 20th Century Populist parties. These are two movements which have impacted
Obama's campaign the most profoundly.
We will start by discussing the much more recent and prominent campaign of Ron Paul fo
r the candidacy of the Republican Party. He was a ground breaker in a lot of the techniques that
the Obama campaign would move on to expand on. I first heard about Mr. Paul on the floor of
the House of Representatives when there was a vote that was nearly unanimous except for Mr.
Paul's vote of nay. And why you may ask would he vote nay, because that bill cost money and his
policy was to vote down on those bills. The next time I heard about Ron Paul was when I heard
about his blog and honestly I did not just hear about his blog. I heard about the phenomena it
had become. How he was posting what he wanted to talk about and people were listening,
talking, and getting excited. It is a truly exciting thing to hear about this because we live in a
world now where the only time people seem to get excited about politics is when Jon Stewart
makes it into a joke. However, here were people following what a politician said and his
campaign avidly. Barack Obama continued this frame of ideas and even has improved upon it.
His campaign maintains a blog of what is going on. The blog includes real candid pictures and
thoughts as the campaigns go through is as well as covering the issues. But he goes even further
than the Paul campaign did by embracing all the avenues that the new web and technology has
opened to us. This has included everything from developing an iphone application listing your
friends in order of how crucial of a battleground their state was to having a text message sent to
everybody that signed up announcing his vice presidential nominee. And suddenly, people have
politics right in their cell phone, their life and its interacting with them.
An additional technique that he borrowed from Ron Paul was effectively largescale
smalldonation advertising campaigns. Traditionally, most campaigns have been financed by the
people that could afford to put down $5000 and come to a campaign finance dinner. Many
people did not even feel like they could the $200 that it would take them to get on that
achievement and were at least given the impression that smaller donations did not matter.
However, Ron Paul's campaign thought that if they could reverse this idea than they could tap a
largely unused fundraising pool and so they did it using the web. Ron Paul's website gave you a
quick and easy way to donate your money in any amount you wanted to. You could literally and
still can go to his website and in two clicks and the filling in of a series of blanks you could
donate what you thought you could handle to his campaigns and they even take VISA. It had
never been easier. Barack Obama's campaign seized on this idea and took it to new levels. By
enabling the average Joe with a few extra nickels banging around in his pocket that he would like
to put towards something the easy and quick opportunity to put that money towards a campaign
he believed in, he changed the face of the donator. Remarkably a majority of individual
contributions to his campaign are $200 or less. A full $280 million of the total of $579 million
donated in total came from the average Joe. All this because Ron Paul made it popular and easy
to give with a few clicks.
The Obama campaign has also borrowed a number of pages from the play books of
populists from the beginning of the 20th century. It is ironic that we have come back to these
roots more than a century later. The first lesson that Obama borrowed from the populists was a
very heavily community based very granular organization. “The Obama campaign has broken
the country into a collection of battleground states, which are dissected into precincts that are
parceled one more time into neighborhood teams. (Ohio, for example, is divided into 1,231
neighborhoods.) And each of these teams, if the recruiting is up to speed, has a leader who,
ideally, lives just down the block from all those doors that need to be knocked on.” This is in the
true populist spirit in that you know the person or at least can relate to the person who is trying to
persuade you to vote in a particular way and that the organization for this is happening on a very
local level primarily.
The second page which the Obama campaign has taken from the populist books is to try
to upset traditional strongholds for the party that you are opposing. They traditionally do this by
making efforts to mobilize and unify groups which have been scattered or not involved. We will
start by talking about the groups that Obama has been able to mobilize through different aspects
of his campaign. The first group is college students and the recent graduates, the younger
generation, the Internet generation. He has been able to due to a combination of his extensive
use of the Internet which he has used to engage this young generation in a way in which it has
never been engaged before and calling out their frustration with the way the last 8 years have
gone. It has been a bleak time for the youth of America who will soon be raising kids in this
world with decreasing world security and education making it possible to engage them firmly on
these issues. Additionally, Barack Obama through a combination of his promised universal
health care and race has been able to energize a black electorate who perhaps have been blind to
their power in many southern states where traditionally they have held no political swing. These
mobilized citizens will allow him to do something that populists down through history have been
able to do. This is to challenge and overturn strongholds of the party you are opposing. In the
early 20th century, the Populist took many votes several states in the south which were thought to
democratic strongholds and they did this through mobilization of citizens, of undervoting
groups, of disenchanted and disenergized peoples. The Obama campaign is threatening to do
this in several states that were thought to be shoeins. These include Arizona, Georgia, and
Virginia which haven't come into play until recent and at least partially because of the efforts of
the very grassroots organization that are the foundation of his movement.
While Obama's tactics may be nothing new, he has taken them in new and exciting
directions. He took the best things that Ron Paul did and made them better. He also brought
back a populist cast to his campaign which has aided him greatly. Obama is standing on the
shoulders of giants and hopefully they will care him into victory.
Overall, all these new grassroots effort have significantly altered how this campaign has
played out. First of all, the Obama campaign have opened lanes for more people to be involved
more easily. Whether this means their emphasis on small individual donation or a much more
community based organizational structure, it just means that it has made more people through it
efforts to get Obama elected. In addition to getting involved more easily, they have opened up
new avenues for peoples to be involved by thrusting it into their world through iphone
applications and text messages. The cumulative effect of all this is that it has changed the
election from one of figureheads to one of people who let you know what is going and if you are
on the fence, a discussion with a neighbor, with somebody you know. This emphasis has turned
to election into a personal affair. This change is a significant change from the last few decades of
relative complacency showing a vehemency and an invasion of every day life that has not been
seen since the Army was drafting people to take them to Vietnam.
The greatest part about this grassroots mobilization is that it looks like for the first time
the person that is using them will be able to secure the presidency. This means that Obama has a
chance to use the things that he has done throughout his campaign into the office of president.
First, he can work similar tactics into how he conducts the public affairs of his presidency.
Additionally, he has an opportunity to spread these lessons into the larger government through an
example set in his executive departments. These methods have the great potential to be able
evolve to revitalize and reenergize our democracy.
The most immediate way that Obama can takes his efforts and use them to change the
Presidency is to change the way the public interacts with the President. He can do this in several
ways. The first is he can use the web to establish a more “personal” connection with the public.
He can do this through various methods he has used throughout his campaign including Twitter,
Facebook, and text messages. These can be used to give people a more daily incite into the
presidency, opening up that world and involving people at a level never seen before. On top of
informing people, he could also expand his Web 2.0 endeavors by not just informing the citizens
but by reaching to them for input through these technologies. The president could set up opinion
polls right on his web site and ask exactly the questions he thinking about and thereby cutting out
the middle man of the media. The only step after admitting the public into these hallowed
corridors using these newly discovered techniques is to make it a reality in the whole public
sphere.
As president, Obama can start movement to move these new techniques into the
government. The first lesson to be passed onto the government is accessibility of information. In
this Google age, government information is much too hard to search and get to. It is frequently
hard to aggregate information on issues or particular politicians. We should use modern methods
and websites to make this much easier. The second thing we should do is to take all government
websites into the modern era by enabling with the new web 2.0ish characteristics of interactive
and feedback. These websites can be made to take feedback and so constantly improve the
content offered. This is the power of what Obama has borrowed from his giants and is the lesson
which must be learned from his hopefully successful candidacy.
Obama's grassroots efforts have allowed a lot of things that have been in the air, if you
will allow the pun, to take root finally. While Obama's tactics have for the most part completely
novel, he has taken the work of great men who came before and taken it to a new level. These
tactics have transformed the way that the campaigns and electoral process have played out.
Lastly, these principles if not these techniques exactly are a solid foundation for Obama to install
to continue to reinvigorate the electorate.