WählerInnendaten und das Ground Game in der Obama Kampagne 2012
DOI:
https://doi.org/10.15203/ozp.90.vol41iss4Schlagwörter:
US Elections, Campaining, Data Mining, Political Communication, Digital politische Kommunikation, US-Präsidentschaftswahlen, Kampagne, Web 2.0Abstract
Abstract: In this paper, I examine how President Obama won the 2012 campaign utilizing a variety of online tools – Email, Microsites, interactive Infographics, supporter journey – to collect and analzye voter and supporter data. Retelling the history of the campaign from early 2012 with discussions about Women’s Health and Tax Fairnes to the final days of the Get Out The Vote campaign, I discuss how and why the Obama Campaign had an advantage with those tools and how they informed the „ground game“ that put him over the top.
Abstract: Im folgenden Beitrag untersuche ich, wie Präsident Obama die Präsidentschaftswahl 2012 gewonnen hat, indem er mit Hilfe von unterschiedlichen Online Werkzeugen – von Email, Microsites, interaktiven Infografiken und der sogenannten „supporter journey“ – WählerInnen- und UnterstützerInnendaten sammelte und analysierte. Den Ablauf der Kampagne nacherzählend – vom Frühjahr 2012 mit Diskussionen rund um Frauengesundheit und Steuergerechtigkeit bis zu den letzten Tagen der Get Out The Vote Kampagne – diskutiere ich warum die Obama Kampagne einen Vorteil mit diesen Werkzeugen hatte und wie sie die Schlussmobilisierung informierten, die Obama zum Sieg verhalf.
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