THE DYNAMICS OF POLITICAL PRIVACY IN AN AGE OF INTERACTIVE INTERNET: A STUDY OF THE U.S. PRESIDENTIAL CAMPAIGN

Abstract

This study examines the pivotal role of grassroots organization and digital communication in the 2008 presidential campaign of Barack Obama. A month prior to the election, Obama's campaign strategically leveraged email outreach to engage its earliest supporters, emphasizing their contribution to the campaign's momentum. This personalized approach extended to the 13 million individuals who signed up to receive campaign emails, receiving tailored communications based on their level of involvement. This research further delves into the extensive email correspondence received during this period, exemplified by the author's receipt of 313 emails from the Obama campaign in just over a year. In contrast to traditional campaign narratives, which emphasize top-down strategies, this study investigates the bottom-up dynamics and technological evolution that characterized the Obama campaign's success. It underscores the transformative shift from static web pages to dynamic digital marketing approaches in shaping contemporary political campaigns.