Cyberspace, USA. 2008.11.4 - In article published in the International Herald Tribune on November 4, Adam Nagourney reflects that US politics has been transformed as a result of the success of the Obama campaign in harnessing the Internet.
 

 
In a profound technological advance, Nagourney writes, the Obama campaign "has rewritten the rules on how to reach voters, raise money, organize supporters, manage the news media, track and mold public opinion, and wage - and withstand - political attacks, including many carried by blogs that did not exist four years ago."
 
In the early stages of the presidential race, the Hillary Rodham Clinton and John McCain campaigns had distinctly traditional, uninspiring and 'low-tech' websites. The conservative design of the original Clinton site could easily have been mistaken for the site of a Republican party candidate! The Clinton and McCain campaigns simply failed to comprehend the impact of contemporary design, latest functionality and social networking. They did not expect that one of the key battlegrounds for the presidential race would be cyberspace.
 
From the outset it was evident; at least to Internet professionals and Gen Y; that the Obama campaign 'got it'.
 
The Obama campaign extensively encouraged the user generated content (UGC) of social networking sites such as YouTube, Linkedin and a LinkedIn group, FaceBook and MySpace. The sites provided graphics, links, and a plethora of devices for proselytising, and promoted community parties and the use of cellphone text messages to engage voters, volunteers and donors.
 
The intensive, technologically-driven campaign resulted in dramatic increases in the numbers of individuals who have enrolled to vote, voted early or voted for the first time in their lives.
 
By using the Internet, the Obama campaign revolutionised fundraising. It built a massive network which enabled it to accumulate financial and volunteer contributions, which in turn enabled the expansion of a vast number of campaign offices and on-air advertising.
 
To date, the '08 presidential race has been the world's most effective example of the power of web 2.0.
 
Prior to this, YouTube had carried video addresses by heads of state (the British monarch) and politicians (the Australian Prime Minister), which indicate mainstream acceptance. However, this campaign has demonstrated undeniably the power of UGC and social networking as tools for the marketing of products, services and yes, even ideas!
 
Now that U.S. voters have been so emphatically and evocatively engaged, it seems highly possible that a new U.S. administration will continue its' engagement with the community on the consideration and implementation of policies.
 
As Nagourney concludes, "It has all come together for one guy, Barack Obama. But now that it's happened, it's a permanent change."
 
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