Mass Media in the Presidential Campaign of Barack Obama - Term Paper Example

INTRODUCTION The central argument of this paper is about the effect of mass media and the internet in particular and the role it played in the presidential campaign of Barack Obama. With the advent of newer forms of media like internet (with tools like YouTube and blogs) the presidential campaigns have seen them playing a counter role to the mainstream media that sometime defers to the interests of its sponsors who bring in the revenue streams. The crucial role of the internet in the recently concluded presidential election in the US can be gauged from the fact that Obama’s campaign was a virtual campaign till almost the end and he relied heavily on donations solicited through the internet. The ability of the tech savvy campaign team to cross check the veracity of statements put out by rival campaigns as well, the rapid dissemination of information with rebuttals and clarifications when needed was instantaneous and this enabled them to “stay ahead of the curve”. MASS MEDIA AND INTERNET The increasing importance of the mass media has become apparent with each presidential election. When the first televised presidential debate was held on September 26, 1960 between the Democratic nominee, Senator John Kennedy (who later went on to become the president) and the Republican nominee, Vice President Nixon, it was a novelty of sorts. However, the debate between these two was thought to have played a decisive role in an otherwise closely fought election. The charismatic personality of Kennedy came across much better than Nixon and it was for the first time that television played a role in determining popular attitudes. The mass media have since come a long way from the era of the televised debates to a situation where one candidate (Obama) goes on air directly and on all networks to buttress his point. And the fact that Obama could muster hundreds of millions in contributions from supporters via the net is a sign of things to come. And his ability to reach out in the initial days of his campaign where the mainstream media was not giving him much airtime is largely due to the internet and his deft use of tools like YouTube to spread his message. And with the growing usage of mobiles in the US, it may not be long before we have a situation where the next generation of campaign may well be on the mobile telephony front given the advances in technology in this sphere.  Internet however has shaped and enhanced the effects of television It has quickly become an important medium of political communication that is rivalling television. The Internet is not yet television; it employs mostly text and still pictures but still plays a major role in shaping peoples opinions. The Internet allows the media to communicate more conveniently with people. For undecided voters if they are looking to do research on candidates, it is much more accessible now. With the click of a button anyone can find out a politician’s stances on important issues along with their plans for the future (if elected). This ease to obtain information can help all campaigns. OBAMA’S CAMPAIGN The fact that Obama’s campaign was run largely by using the Internet is testimony to the power of the medium. When he started off as a Democratic hopeful, he neither had the money nor the resources to mount a sustainable campaign on the basis of his budget. It became clear to him that unless he concentrated on alternative media, there was no way the mainstream media would give me enough coverage. Thus, he started off by using the Internet to a large extent for his campaign donations as well as to spread his message. Obama’s theme was “Change” and this is something that found resonance among the youth and the category of voters who would use the internet as their primary source of information and news. Historically, it has been proved that Americans spend on an average 3-4 hours per day before the TV. Hence, it was always thought that whichever candidate ruled the airwaves, would rule the election. Obama knew this very well and his limitations as a candidate of colour and the obvious disadvantages that the mainstream media would bring to him (Owen, 2006). Obama entirely concentrated on YouTube in the initial stages to get his message across. The fact that this became a movement of sorts is borne out by studies that show the number of people viewing the YouTube commercials close to a million during the democratic primaries. Compared to only a few years ago, capturing and distributing audio and video files has become relatively simple and inexpensive. Video-hosting websites, such as YouTube, allow people to broadcast amateur videos to a worldwide audience. As a result, once-unknown individuals and groups have been able to reach vast audiences and rocket to fame (or infamy) virtually overnight. Video clips of the Reverend Jeremiah Wright’s fiery and controversial sermons have been extensively broadcast on YouTube, which led to Obama publicly addressing his relationship with the pastor. Activist organizations and individuals, taking advantage of the anonymity of the Internet, often use digital media to coordinate their efforts or broadcast their messages to supporters and the public at large. Dr. Paul Haridakis, associate professor of Communication Studies at Kent State University and a long-time scholar in the area of the impact of media on the political landscape in the U.S., is investigating the impact of hugely popular social media's impact on the upcoming presidential contest. Haridakis, who is currently conducting research with Gary Hanson, associate professor of Journalism & Mass Communication and doctoral students on the role of YouTube in elections, says that even though expenditures by candidates on television ads continue to increase exponentially, this presidential election will be the first time in which social media, such as MySpace, YouTube and Facebook, will play a significant role in persuading the electorate. He adds that the technology and use of these tools is so new, that extensive study on the role of these social and mass media is still underway. Its impact on the 2008 presidential race, Haridakis says, can only be imagined (Haridakis, 2008). CONCLUSION It is now clear that the age of internet is here to stay and the effect of this medium cannot be ignored by any of the future presidential nominees. In fact, John McCain responded rather belatedly to the internet campaign and produced some videos for YouTube. However, it was a case of too little, too late. As the paper has argued, with the internet as a viable and alternative medium to the mainstream media, it is no longer the rich candidates who can buy up “air time” or put out ads in the newspapers who have the lead. Instead, it is the once considered marginal players who can galvanize public opinion to such an extent that they reach “critical mass” and the “tipping point” as far as the effect on the campaign is concerned. Not only did Obama’s campaign rely on alternative media to mobilize donations, they also succeeded in getting people out to vote using the internet. In a campaign that saw record turnout by voters that was the result of effective and coordinated action by the Obama team to bring in the voters. Like the “No Child Left Behind” theme, there was a “No Voter Left Behind” theme that ran through this year’s campaign. In conclusion, it is apparent that we are now in the digital age where a “New World” is waiting to be born that celebrates the commonality and universality of human emotions and yet acknowledges the differences as well. It is the unifying power of this medium that let Obama win the presidential campaign. Sources Owen, Diana. Media Messages in American Presidential Elections. New York: Penguin, 2003. “Reshaping Attitudes: Mass Media Changes along with the News”. The Hoover Institution. 02 Apr 2008. 10 Dec 2008. http://www.hoover.org/research/focusonissues/focus/17249604.html “Social Media and Presidential Election: Impact of YouTube, MySpace”. Kent State University. 21 Oct 2008. 10 Dec 2008. http://www.kent.edu/media/2008newsreleases/Kent-State-University-Professor-Examines-Explains-and-Evaluates-Impact-of-You-Tube-My-Space.cfm Read More