We recently spoke about the use of new media and advertisements in modern presidential campaigns. Mr. Obama is no exception to the rule; he has kicked off his campaign for the 2012 election using a web video. The Obama campaign managers are personalizing to the maximum in order to establish a sense of personal attention. His website told visitors "This campaign is just kicking off. We're opening up offices, unpacking boxes, and starting a conversation with supporters like you to help shape our path to victory. 2012 begins now, and this is where you say you're in." Shortly after the web video was posted, an e-mail went out to supporters. In the e-mail, signed simply "Barack," he noted he's focused on the "job you elected me to do" and said that "we've always known that lasting change wouldn't come quickly or easily." According to Fox News republicans have been slow to join the race.
We spoke extensively about how the new media is a big part of recent campaigns. Fox’s comment got me thinking about the extent to which the so called ‘new’ media tools are actually new. Have circumstances shifted so much that any candidate that neglects to use new media tools is characterized as “slow to join the race”?
I think so. I think that not using new media today is like not using TV ads in the 1960's. To reach the people, you have to talk to them where they are.
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