The winning strategy of Barack Obama’s political communication in 2008.
YES, WE CAN.
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GIANNI L’ABBATE
Corso di laurea in Comunicazione,Innovazione e Multimedialità Università di Pavia2013-2014
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Obama relies on different aspects of communication to raise awareness of himself and his values:
1. Experience design2. Electoral competition3. Storytelling and skills4. The brand ‘Obama’5. A Genuine pop icon6. Crossmedial presence
1 / EXPERIENCE DESIGN
University education in political science at Harvard University
1 / EXPERIENCE & PROFILE DESIGN
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Years of volunteering at an NGO in Chicago, in close contact with the black ghettos to help the community.
HIGH PROFESSIONAL PROFILE COMMUNITY SERVICE
able to generate participative movements
communication and policy generated and supported by the community
In the collective Obama is: intelligent, innovative, empathetic, charismatic, determinedbut especially, black.
but it also represents: the family, the study, the good communication, the legality, the values and the change.
2 / ELECTORAL COMPETITION
2 / COMPETITIVE ADVANTAGES
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unconventional way of communication
target community: latinos, gays, internet culture, blacks, afros, asian
voluntary and micro-fundraising
new face, young age and young team work
traditional communication
target community: lobbies, upper middle class
old politics and economic relationships and interests
supported by Bush, author of a disastrous economic and military policy
OBAMA McCAIN
3 / STORYTELLING & SKILLS
3 / A SKILLED STORYTELLER
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ability to tell his stories in autobiographical books:Dreams from my Father (1995)The audacity of Hope (2006)
He knows how to mix his private and public life
- write a letter for his sons in the newspapers- support his favourite NFL’s team of Chicago Bears with a message on Youtube
3 / A SKILLED STORYTELLER
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He has the strenght of an OUTSIDER.
PUBLIC SPEAKING
Rides a widespread feeling of anti-politics
Embodies the American desire for a progressive change
Launches his messages but admits his mistakes
GRAPHICS & MASS MEDIA
his message are crossmedial
The high quality of the graphics is used for its textual, photographic, audio, video contents
constant updates
4 / THE BRAND ‘OBAMA’
4 / THE BRAND ‘OBAMA’
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The brand ‘Obama’, unlike others, is a message of change and hope
The logo is a rising sun on a field of American wheat and enlightens it
=a new life for american citizens
He appropriates of the symbol and the value of the word ‘CHANGE’
5 / A GENUINE POP ICON
5 / A GENUINE POP ICON
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Unlike other political figures, Barack Obama is a true POP ICON, like a ROCKSTAR
His instinctive and spontaneous character makes it a figure to be admired for his charisma and his self-
centeredness unlike the traditional and institutional model of political.
He is supported by artists, singers, Hollywood stars, sportsmen and professionals of all kinds.
5 / A GENUINE POP ICON
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Obama becomes a viral figure.
Videos, posters, t-shirts, slogans, songs that make it popular, valuable and close to the people are
produced.
I forgot, also cookies!
One of the best song that accompanied his candidacy for the White House was Yes We Can, composed by various famous artists and produced by Will.i.am.The video has counted million views on Youtube.
6 / CROSSMEDIAL PRESENCE
6 / CROSSMEDIAL PRESENCE
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Barack Obama is EVERYWHERE
He adopts a crossmedial communication strategy with his staff.
He knows how to talk, discuss and engage the media, becoming active node of the network.
His communication focuses on four different fronts: engage communities, social media
marketing and active participation, fundraising and understand people.
WEB 2.0
6 / CROSSMEDIAL PRESENCE
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ENGAGE COMMUNITIES
Obama interacts and exchanges opinions with different american communities and
minorities: - internet culture
- latinos- afros- asian
- gay communitiesENGAGEMENT
6 / CROSSMEDIAL PRESENCE
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SOCIAL MEDIA MARKETINGand ACTIVE PARTICIPATION
He knows the rules and uses all the participative tools on the web.
Its goal is to encourage people to become an integral part of its project, exchanging
information:video and audio sharing, blogging,
microblogging, social networking, message boards, official and communities website. SOCIAL MEDIA
6 / CROSSMEDIAL PRESENCE
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FUNDRAISING
He operates and gets finance like a startup company.
He knows the mechanisms behind the exchange economy, donation and free
participation.
Micro-payments supports one of the largest and most expensive election campaigns of all
time.FUNDRAISING
6 / CROSSMEDIAL PRESENCE
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UNDERSTAND THE PEOPLE
Obama rides the new emerging socio-cultural trends and he’s able to reach his target thanks
to social media
Society 2.0Sense of Community
Environment and austerityAgainst the appeareance society
UNDERSTAND