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Reaching a New Generation
It was hard to miss students’ excitement on campus in the days leading up to and following
Obama’s inauguration. Whether it was his own youth — at 47, Obama became the fifth youngest
president ever elected — a fist-bumping image, or savvy use of new media, Obama connected with
the nation’s young people, perhaps more effectively than any presidential candidate.
The Obama team created a modern, technology “machine” that gave Obama a presence on
myriad social networks; sent — and responded to — innumerable email and text messages (with a
reported email database of 10 million); filmed videos, offered ringtones; posted thousands of hours
of content on YouTube; and built BarackObama.com, with its MyBarackObama social network,
which according to the Washington Post, signed on more than a million participants. This machine
mobilized volunteers, solicited funds, and inspired millions. Content could be loaded onto cell
phones, accessed online, and transmitted instantly.
“For me in my busy day, the Internet was the fastest and most accessible way to stay posted on
the candidates, the election process, and polls,” said Jeff Ridenour ’11. “I believe this campaign’s
use of the Internet played a significant role in updating and keeping the youth of our nation
involved and interested.”
Rachel Mims ’11 noticed campaigning done through Facebook and MySpace — popular online
social networking Web sites that she said most young people log into at least once a day. “The use
of the Internet in the 2008 election was one of the best moves made in campaigning,” she said. “I’m
one of those million young adults that found out more about the candidates through groups located
on Facebook. This new use of the Internet has changed the way campaigning will be done forever.”
Merritt O’Boyle ’11 said she used the Internet to share her views and debate with others on
political issues and candidates during the campaign. “The Internet is an incredibly effective way to
reach out, especially to young adults,” she said. “I
definitely used the Internet to get involved and let
my voice be heard. The Internet played a big part,
and I’m not sure Obama could’ve raised the
volunteer power or funds he did without it.”
More people gave to the Obama campaign than
any campaign in history, according to ABC News
reports. Team Obama estimated its total number of
donors to be just shy of four million. According to
the Center for Responsive Politics, the Obama
campaign raised more than $650 million in
individual donations (88 percent of his total
campaign funds). Part of Obama’s success in
reaching not only the individual vote, but also the
individual pocketbook stems from his campaign’s
ability to take the grassroots movement online.
Editor’s Note: This article is not intended to make any political
statement or endorsement, but to share students’ experiences as
they participated in the historic culmination of the first
presidential election in which most had participated.
30 Austin College Magazine March 2009