Case Study: Candidate-Focused Campaigns & Media

Background:

During the twentieth century, presidential candidates increasingly utilized technology to reach larger audiences. They ran for office using technology and modern advertising techniques to craft their image and establish a direct link with the people. They also had media teams that created opportunities to govern as president. Franklin Roosevelt held “Fireside Chats” in which he spoke to Americans gathered around their radios to inform and comfort them during the Great Depression and World War II. In 1952, General Dwight Eisenhower ran for president using television commercials with the jingle, “I like Ike.” In 1960, the youthful and handsome U.S. Senator John F. Kennedy crafted a “Camelot” image, coming across well during televised debates with Vice President Richard Nixon. Other presidential candidates such as Jimmy Carter used their image to appear as a Washington outsider and a common man. In the 1980s, Ronald Reagan was a former actor known as the “Teflon President” because of his smooth television appearances and genial, quotable quips. In 1992, Bill Clinton guest-starred on popular late-night television shows playing a saxophone and chatting with the host about personal topics to build a personal connection with millions of voters. These uses of media technology had a significant impact on the presidency and American politics.

Howard Dean, 2004  

In 2004, Democrat Howard Dean ran for his party’s nomination. He used the Internet to raise campaign funds and connect with potential supporters. His campaign set up an advanced website that spread his message, increased interest in his candidacy, and provided forums for interaction and mutual support. The campaign surprisingly raised millions of dollars by perfecting a system of encouraging small donations. Dean discovered that using technology in campaigns could be a double-edged sword when he posted an overly enthusiastic video on the website that made him appear somewhat unhinged. Dean’s campaign collapsed soon after this video was posted; John Kerry won the nomination.

Barack Obama, 2008 

In 2008, Barack Obama ran for the Democratic nomination primarily against party insiders including senators Hillary Clinton and Joe Biden. Obama focused his campaign on criticizing George W. Bush’s handling of the Iraq War and the War on Terror. Obama built on the techniques of the Dean campaign and used the Internet to raise unprecedented amounts of money as his message resonated with many young people and progressives in the Democratic Party. His campaign also made a direct connection with primary voters and supporters by using new, emerging social media platforms including YouTube and Facebook. Obama appeared articulate and youthful on the videos he posted on these platforms. In addition, his campaign appealed to specific racial and ethnic groups on social networking sites to win supporters. Obama went on to win the nomination over his competitors and became the first Black president after he won the general election in November.

Donald Trump, 2016 

In 2016, Donald Trump ran for the widely-contested Republican nomination against several rising competitors in the party including Marco Rubio, Ted Cruz, Chris Christie, and Rand Paul. Trump was a real-estate mogul and reality television celebrity who tapped into a developing populist sentiment that had emerged with the Tea Party. He appealed to many in the working class who were upset at how globalization affected the American economy. Trump supporters were concerned about job opportunities and growing economic inequality. Trump used the social media platform Twitter (now called “X”) to build a popular base directly with populist voters rather than as a party leader. Many of his tweets were aimed at mocking opponents and making outrageous claims that shocked the mainstream media and political opponents into responding defensively.