The essence of this paper is to analyze how many contemporary theorists and researchers understand that modern political communication needs to transcend a narrow preoccupation with the formal institutions of government. There is need to recognize that politics has a sense of becoming a form of popular culture and entertainment. With reference to the early campaign strategy of Obama we can critically examine how popular culture utilized as a strategic communication resource.
In facts, the key question that republicans pose is whether Obama will emerge as a winner in the 2012 election. Obama has understood that the best approach to reach out to Americans is through culture. He utilizes celebrities in campaign for money and Obama has bank on elite entertainers who have participated in his campaign. He has embraced a culture that portrays celebrity thus, attracting people to his campaign strategies. The president comprehends that politics has a sense of becoming a form of entertainment and popular culture as the strategic communication resource. This strategy holds the potential for attracting many particularly during economic hardship. President Obama looks to the entertainment world for distraction to what’s happening in the economy. The article outline that, most celebrities surround Obama in his campaigns such as Julia Roberts, Spike Lee, Reese Witherspoon, Oprah Winfrey, Cher, George Clooney, and Ellen DeGeneres. Similarly, he has had most popular musicians performing at his campaigns such as Dave Matthew, Alicia Keys, Foo Fighters, and Cee Lo Green. Following this, one can argue that, Obama comprehends that most Americans are in what we call celebrity culture, which enhance many benefits. For instance, the Obama campaign entices donors who may not be involved in politics. The president is utilizing social media and web ads using celebrity to raise money from people. His campaign has motivated people to give small to medium donations. Reports indicate that, 98% of the received donations in May amounted to $250 ( ). Obama’s 2012 major campaign strategy is to use celebrities to raise big funds that would in turn, transform the American economy.
Signifying the essential of internet political campaign, Obama presidential campaign heavily relies on social media to engage voters and raise campaign funds. The campaign has brought spotlight on the importance of using modern forms of social media such as Face book and You tube to reach new target populations. The campaign website, BarackObama.com has been an efficient method of reaching a younger population while mobilizing voters to promote action that would transform the American nation. This has incredibly increase participation in various voter populations while presenting information on why Obama should be re-elected. With this in mind, one can evaluate that, Obama establishes the need of using modern technology with internet as the core element of his political campaign. In the 21st Century, communication technologies such as web sites, podcasts, and e-mail for activism augment faster communication to a large audience. In this regard, engaging people into discussion via websites create a platform to grasp that politics has a sense of becoming a form of culture.
In the article, Obama’s Campaign strategy 2012, Morris is on the view that President Obama offers a ken insight of his 2012 re-election strategy. Morris continues to affirm that, Obama’s campaign takes some decoding aspect of running as a non-incumbent. The president wants the election to resemble that of 2008 where he will be free to bring ideas without taking responsibility for his performance in the office. In this case, the president has evaluated the power of persuasion whereby he evaluates the need of suing a different election strategy that would transform the American nation. He has evaluated the consequences of incumbency election such as eradication of corruption. When incumbents have a tendency of staying longer as politicians, they may engage into moral hazard thus creating a tendency of doing ethical behaviors. Although it is not guarantee, President Obama persuades people that such election would transform the American economy. To some extent, non-incumbent election would increase corruption, as politicians stay longer in parliament. Despite this in mind, Obama understands that the modern political communication needs to transcend a narrow preoccupation with the formal institutions of government. It requires one to convince the republicans of the impact of the idea or concept laid in the ground.
Following the above campaign strategies, one can affirm that, Obama shrouded with effective plans to win the 2012 election. As discussed, he utilized the essential of internet political campaign, using celebrities in campaign to raise money, and persuading people of how he will effectively enhance change in 2012. The three strategies are perfect example of how modern political communication needs to transcend a narrow preoccupation with the formal institutions of government. It create a platform to grasp that, politics has a sense of becoming a form of popular culture and entertainment as explored in Obama campaign strategies. Therefore this paper has effectively discussed how politicians have utilized a form of popular culture and entertainment in their campaign.
Morris, D. (2012). Obama’s Campaign strategy. Retrieved from: http://www.rightwingnews.com/column-2/obamas-campaign-strategy/
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