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Digital Adaptation by Smashing Magazine, Paul Boag

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Grassroots Change

“Here’s the problem: organizations are the context for our work, and when it comes to the web, organizations are broken.”— Jonathan Kahn

The web has changed so many areas of our cultural landscape. Nowhere was this more apparent than in the 2008 US presidential campaign. This election was always going to be the first big web-driven election in the US. The web had grown rapidly over the previous few years and it was now a major source of news. There was certainly an expectation that the web would see its fair share of the fight.

What wasn’t expected was the way the Obama campaign used the web to mobilize one of the biggest grassroots movements ever seen. Where previous campaigns had relied on mass advertising, Obama used the web ...

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