Barack Obama's rise to power : reinventing political campaigns

Includes abstract.Includes bibliographical references.This research paper uses content analysis to analyse the subtext of Obama's campaign messages and virtual ethnography to analyse the way that information technology was used to further his campaign's goals. The findings suggest that while historic forces, such as economic turbulence and the unpopularity of outgoing President George W Bush, helped propel Obama to power, his campaign was nonetheless revolutionary. It will be argued that it contained several elements of trail blazing innovation that are likely to redefine political communications in the U.S and globally