The online social interactive media allowed candidates to do electronically what previously had to be done by contacting volunteers, donors, scheduling and promoting events. The outcome of this was, that 2.2 million people had “friended Barack Obama on Facebook, in comparison to just over half a million for John Mc Cain.There were over 500 unofficial pages and groups which were made for the democratic presidential candidate.The campaign raised a record- breaking 5 million (Tamara A Small , 2008).
The entire campaign for Barack Obama benefitted enormously because of the massive amount of people using social media at that time and also the exposure being at a very low cost.
In the wake of the ‘turning point’ 2004 US presidential election, the Obama campaign of 2008, the 2010 UK election and e-democracy movements globally, Australians went to the polls in 2010 in a media-hyped flurry of tweeting, You Tube videos, Facebook befriending and ‘liking’, blogging and other social media activities(CIT).
These Web sites, often referred to as social media, are valued in proportion to their capacity to harness the participation of online communities in the production, amalgamation, and exchange of information (O’Reilly, 2005) and also referred to as ‘new media’ (Flew, 2008; Lievrouw and Livingstone, 2005).
In his research Correa (2010) broadened social media definition by adding instant messaging, a tool that enables social interaction.
One of the oldest Obama Facebook groups, “One Million Strong for Barack”, is going to meet a goal of one million supporters.
Facebook was used extensively to reach potential donors and volunteers.Disclaimer: This work has been submitted by a student.This is not an example of the work produced by our Essay Writing Service.In the same month, more than two billion videos a day were being viewed on You Tube (2010) and two billion ‘tweets’ a month were being distributed on Twitter (O’Dell, 2010). general election the internet, and social networking sites in particular, played a more significant role than they ever had before (Westling, M. In the realm of politics, social media went from being not known to budding platform for increasing political participation and communication in the 2008 US presidential elections.Use of the internet for political purposes has grown dramatically over the last decade. The 2008 presidential campaign was the first to play out in the world of You Tube, Facebook, My Space, and political blogging-the major Internet-based social media.Online expression is functionally distinct from simply consuming content online (Katz et al., 2001; Shah et al., 2005; Wang, 2007).Hence online opinion expression and exchange have grown significantly in recent years.These forms of social media provided a new platform for mediated communication which enables the audience to procure content on demand and also share and discuss/ argue with others (e.g., Levy, 2008; Papacharissi, 2009; Spigel, 2009).In the previous presidential elections candidates did own websites which were very useful for fund- raising and communicating with the supporters, though the 2008 US presidential elections showed that social media (e.g. The elections especially highlighted that Facebook had become a viable tool for engaging supporters and communicating with them directly in real time.Where it was argued that Twitter is a modelling of human relationships and sets it apart from other successful social networks (Porter 2009), and perhaps makes it a space more open to possibilities for political interaction therefore in social networks “all the classic old-media hats are being worn by everyone.” (Kirkpatrick, 20).Another widely spread media You Tube was launched in May 2005 as a user generated content website where users could upload, share and view video/audio materials, their own productions or recordings on which the users have author or broadcasting rights.