Taking Our Country Back: The Crafting of Networked Politics from Howard Dean to Barack Obama

Paperback | August 29, 2012

byDaniel Kreiss

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Taking Our Country Back presents the previously untold history of the uptake of new media in Democratic electoral campaigning over the last decade. Drawing on open-ended interviews with more than fifty political staffers, fieldwork during the 2008 primaries and general election, and archivalresearch, Daniel Kreiss shows how a group of young, technically-skilled internet staffers came together on the Howard Dean campaign and created a series of innovations in organization, tools, and practice that have changed the campaign game. After the election, these individuals founded an array ofconsulting firms and training organizations and staffed prominent Democratic campaigns. In the process, they carried their innovations across Democratic politics and contributed to a number of electoral victories, including Barack Obama's historic bid for the presidency. In revealing this history,the book provides a rich empirical look at the communication tools, practices, and infrastructure that shape contemporary online campaigning.Through a detailed history of new media and political campaigning, Taking Our Country Back contributes to an interdisciplinary body of scholarship from communication, sociology, and political science. The book theorizes processes of innovation in online electoral politics and gives readers a newunderstanding of how the internet and its use by the Dean campaign have fundamentally changed the field of political campaigning. Kreiss shows how these innovations, exemplified by the Dean and Obama campaigns, were the product of the movement of staffers between industries and within organizationalstructures. Such movement provided a space for technical development and incentives for experimentation. Taking Our Country Back is a serious and vital analysis, both on-the-ground and theoretical, of how a small group of internet staffers transformed what campaigning means today and how culturalwork mobilizes and motivates supporters to participate in collective action.

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Taking Our Country Back presents the previously untold history of the uptake of new media in Democratic electoral campaigning over the last decade. Drawing on open-ended interviews with more than fifty political staffers, fieldwork during the 2008 primaries and general election, and archivalresearch, Daniel Kreiss shows how a group of ...

Daniel Kreiss is Assistant Professor of Journalism and Mass Communication at Univesrity of North Carolina-Chapel Hill.

other books by Daniel Kreiss

Format:PaperbackDimensions:272 pages, 9.25 × 6.12 × 0.68 inPublished:August 29, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199936781

ISBN - 13:9780199936786

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Table of Contents

Table of ContentsAcknowledgements1. Innovation, Infrastructure, and Organization in New Media Campaigning2. Crafting Networked Politics3. Dean's Demise and Taking on Bush4. Wiring the Party5. Organizing the Obama Campaign6. Mobilizing for VictoryConclusion: New Media Campaigning from Dean to ObamaBibliographyNotes