4. Understanding the Past

THE HISTORY OF ONLINE CAMPAIGNING

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AMID ALL THE EXCITEMENT AND AWE that surrounded this revolutionary campaign, people sometimes overlook the fact that Obama’s achievements were made possible by the initiative, resourcefulness, and experiences of those who came before him. Innovation happens gradually, and is often punctuated by bursts of disruptive technology that level the playing field, create new markets, and change the way people interact.

While this book focuses on new media strategy, it is important to understand the political and technological contexts surrounding the 2008 election to accurately evaluate the campaign’s ...

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