The winning strategy of Barack Obama's political communication in 2008 | Campagna elettorale Obama...

The winning strategy of Barack Obama’s political communication in 2008.

YES, WE CAN.

ENGLISH FOR COMMUNICATION STUDIES

GIANNI L’ABBATE

Corso di laurea in Comunicazione,Innovazione e Multimedialità Università di Pavia2013-2014


Obama relies on different aspects of communication to raise awareness of himself and his values:

1. Experience design2. Electoral competition3. Storytelling and skills4. The brand ‘Obama’5. A Genuine pop icon6. Crossmedial presence

1 / EXPERIENCE DESIGN

University education in political science at Harvard University

1 / EXPERIENCE & PROFILE DESIGN


Years of volunteering at an NGO in Chicago, in close contact with the black ghettos to help the community.

HIGH PROFESSIONAL PROFILE COMMUNITY SERVICE

able to generate participative movements

communication and policy generated and supported by the community

In the collective Obama is: intelligent, innovative, empathetic, charismatic, determinedbut especially, black.

but it also represents: the family, the study, the good communication, the legality, the values and the change.

2 / ELECTORAL COMPETITION

2 / COMPETITIVE ADVANTAGES


unconventional way of communication

target community: latinos, gays, internet culture, blacks, afros, asian

voluntary and micro-fundraising

new face, young age and young team work

traditional communication

target community: lobbies, upper middle class

old politics and economic relationships and interests

supported by Bush, author of a disastrous economic and military policy

OBAMA McCAIN

3 / STORYTELLING & SKILLS

3 / A SKILLED STORYTELLER


ability to tell his stories in autobiographical books:Dreams from my Father (1995)The audacity of Hope (2006)

He knows how to mix his private and public life

- write a letter for his sons in the newspapers- support his favourite NFL’s team of Chicago Bears with a message on Youtube

3 / A SKILLED STORYTELLER


He has the strenght of an OUTSIDER.

PUBLIC SPEAKING

Rides a widespread feeling of anti-politics

Embodies the American desire for a progressive change

Launches his messages but admits his mistakes

GRAPHICS & MASS MEDIA

his message are crossmedial

The high quality of the graphics is used for its textual, photographic, audio, video contents

constant updates

4 / THE BRAND ‘OBAMA’

4 / THE BRAND ‘OBAMA’


The brand ‘Obama’, unlike others, is a message of change and hope

The logo is a rising sun on a field of American wheat and enlightens it

=a new life for american citizens

He appropriates of the symbol and the value of the word ‘CHANGE’

5 / A GENUINE POP ICON



Unlike other political figures, Barack Obama is a true POP ICON, like a ROCKSTAR

His instinctive and spontaneous character makes it a figure to be admired for his charisma and his self-

centeredness unlike the traditional and institutional model of political.

He is supported by artists, singers, Hollywood stars, sportsmen and professionals of all kinds.



Obama becomes a viral figure.

Videos, posters, t-shirts, slogans, songs that make it popular, valuable and close to the people are

produced.

I forgot, also cookies!

One of the best song that accompanied his candidacy for the White House was Yes We Can, composed by various famous artists and produced by Will.i.am.The video has counted million views on Youtube.

6 / CROSSMEDIAL PRESENCE



Barack Obama is EVERYWHERE

He adopts a crossmedial communication strategy with his staff.

He knows how to talk, discuss and engage the media, becoming active node of the network.

His communication focuses on four different fronts: engage communities, social media

marketing and active participation, fundraising and understand people.

WEB 2.0



ENGAGE COMMUNITIES

Obama interacts and exchanges opinions with different american communities and

minorities: - internet culture

- latinos- afros- asian

- gay communitiesENGAGEMENT



SOCIAL MEDIA MARKETINGand ACTIVE PARTICIPATION

He knows the rules and uses all the participative tools on the web.

Its goal is to encourage people to become an integral part of its project, exchanging

information:video and audio sharing, blogging,

microblogging, social networking, message boards, official and communities website. SOCIAL MEDIA



FUNDRAISING

He operates and gets finance like a startup company.

He knows the mechanisms behind the exchange economy, donation and free

participation.

Micro-payments supports one of the largest and most expensive election campaigns of all

time.FUNDRAISING



UNDERSTAND THE PEOPLE

Obama rides the new emerging socio-cultural trends and he’s able to reach his target thanks

to social media

Society 2.0Sense of Community

Environment and austerityAgainst the appeareance society

UNDERSTAND

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