Educational Media Reviews Online

Though the 1996, 2000, and 2004 U.S. Presidential elections all felt the impact of the Internet, the 2008 election saw its dramatic and decisive use by the pro-Obama movement. This documentary emphasizes that not only did the Obama camp use specific strategies and tactics to mobilize youth, but the movement took on a life of its own in web phenomena such as “Obama Girl,” a campaign musical, the Obama Minute, and clips of his basketball skills. Cleverly, candidate Obama did not take his charisma to the media so much as he did to the Internet. Through mobile applications, and YouTube videos he let people become comfortable with his persona. He even announced his selection of running mate by text.

The film makes an investigation into the grassroots campaign, and unprecedented Internet strategy that combined to vault President Obama into the White House. It features interviews with leading activists, artists, analysts, journalists, civil rights leaders and web gurus. Milestones in the campaign are laid forth, including Obama’s handling of his former Reverend Wright’s criticism.

At times, this documentary stands in awe, and is often too sanguine. Nevertheless, it should be emphasized that this is not a mere surface examination of the campaign. The Obama campaign had a 50 state strategy – seeking out electoral votes in smaller states that are often neglected in such campaigns. It boldly concludes that the Internet has broken the grip of large dollar donors on parties. Lastly, it potently delivers the motivations behind the creative uses of interactive media on the Internet to promote the campaign’s goals.