But how did it all happen? Who can tell us the real story as it happened, and why, without filters and biases so rampant among the mediasaurus?
On this blog, we have watched with deep interest and some fascination the rise of Barack Obama from relative obscurity to become the President of the United States. On 6 November 2008, soon after the election results were confirmed, we noted how Obama had just been elected ‘President of the New Media world’. I explained: “Obama’s rise has epitomised change in many ways. Among other things, he is the first elected leader of a major democracy who shows understanding and mastery over the New Media World, which is radically different from the old media order.”
On 20 January 2009, when he was inaugurated, we wrote: “For four or eight years, Obama’s every move, word and gesture will be captured, dissected and debated to exhaustion by admirers and detractors alike. And his administration will be under scrutiny by thousands of citizen journalists who don’t share much except the digital platforms and social networks on which they post their impressions. Welcome to the New Media Presidency. The hard work – and real fun – begin now!”
And now, one of the world’s leading new media activists, Danny Schechter, is about to release a new documentary on how the Obama campaign rode the new media wave to the White House — and more importantly, how the same new media can help the American public to keep Obama Administration accountable.
The film “Barack Obama, People’s President”, (slated for DVD release later this month by ChoiceMedia.net), documents the online and on the ground techniques that were used to win the highest office in the land.
As the film’s advance promo blurb says: The one story that most TV outlets didn’t tell in the 2008 election was the most important one -how did a young and relatively unknown candidate become President? If you voted for Barack Obama or not, this is a story you will want to know because it shows how the face of presidential politics changed forever. Barack Obama used techniques never seen before in a nationwide election — his grassroots mobilization and use of the internet was unprecedented, inspiring and effective. You have seen the rest of the coverage — now see the real story.
The film goes inside the official and unofficial campaign to show how Barack Obama was turned into a political brand to appeal to young first time voters. It shows how social networking on the internet — blogs, Facebook, texting and other techniques — were used carry the message to the masses and to raise tens of millions of dollars for the campaign. Popular online videos such as “Obama Girl”, along with those created by regular yet passionate supporters to engage their own communities, became one of the most important tools in the campaign’s success.
Watch the trailer of “Barack Obama, People’s President” directed by Danny Schechter:
Emmy award winning film-maker Danny Schechter, who is also blogger-in-chief at MediaChannel.org that keeps a critical eye on the media, just wrote this explaining why he made this film:
“It is hard to remember that two years earlier Obama was barely known, registering on the radar screen for just 10% of voters. He was also hardly a brand name as a first term Senator who spent more time in state politics in Illinois than on the national stage. Moreover, he was young and a man of color — not qualities that usually prevail in a presidential arena which tends to draw far older, far whiter, and far more centrist candidates. The thought that he would beat frontrunner Hillary Clinton in the primaries was, quite frankly, unthinkable to most of the elite.
“And yet he prevailed, as he used a phrase appropriated from labor organizer and Latino legend Caesar Chavez. Obama turned the farm workers Spanish language slogan “Si Se Puede” into “Yes We Can.” Rather than focus on specific political issues, he built a campaign on the promise of “Hope.” Rather than just rely on traditional fundraising — although by the end, he was plush with it — he reached out over the internet for smaller donations from millions of donors.“Few in the major media gave him a chance, but he was not discouraged because he had created his own grassroots media operation using sophisticated organizing and social networking techniques to build a bottom-up movement, not the usual top-down apparatus. While his campaign ran the show, he encouraged independent initiatives including citizen-generated media, music videos, personalized websites, twittering and texting, etc..
“This is the new direction our politics has taken. It is a story that may be somewhat threatening to old media – and older activists – who prefer a one to many approach to communication, as opposed to forging a more interactive empowering platform. There is no question that young people — especially those mobilized by Obama — prefer online media and that choice is making it harder and harder for traditional outlets to sustain their influence and, in some cases, even their organizations. Old media may be on the way out.
“This is why our film is, in my mind, so important, not just as a record of how Obama won and what happened in 2008, but in what will happen, can happen, and is happening in the future. This is why I believe its critical for Americans to see it — and others in the world as well — to recognize how Obama represents more than just another politician, but a whole new approach to politics. That old adage is worth remembering: “It’s not the ship that makes the wave, it’s the motion of the ocean.”
“Obama, for all his shortcomings, which are becoming more obvious by the day, has pioneered the way change must be won — not by people on the top, but by all of us. It remains for “us” to hold him accountable. We live in a culture of amnesia – it is important to learn the lessons of the recent past.”
Read the full comment: New Film Tells Unreported Story of Obama’s Election on MediaChannel.org