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"Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. But what is missing from these accounts is an understanding of how Obama for America organized its formidable army of 2.2 million volunteers -- over eight times the number of people who volunteered for democratic candidates in 2004. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign enlisted citizens in the often unglamorous but necessary work of practicing democracy. Hahrie Han and Elizabeth McKenna argue that the legacy of Obama for America is a transformation of the traditional models of field campaigning. Groundbreakers makes the case that the Obama ground game was revolutionary in two regards not captured in previous accounts. First, the campaign piloted and scaled an alternative model of field campaigning that built the power of a community at the same time that it organized it. Second, the Obama campaign changed the individuals who were a part of it, turning them into leaders. Groundbreakers proves that presidential campaigns are still about more than clicks, big data and money, and that one of the most important ways that a campaign develops its capacity is by investing in its human resources"--

POLITICAL SCIENCE / Political Process / Elections. --- POLITICAL SCIENCE / Government / National. --- Presidents --- Political campaigns --- Political participation --- Présidents --- Campagnes électorales --- Participation politique --- Election --- Obama, Barack. --- United States --- Etats-Unis --- Politics and government. --- Politique et gouvernement --- Présidents --- Campagnes électorales --- 2008 --- 2012 --- Obama, Barack --- Politics and government --- Obama, Barack, 1961 --- -Political participation --- Political campaigns -- United States. --- Political participation -- United States. --- Presidents -- United States -- Election -- 2008. --- Presidents -- United States -- Election -- 2012. --- United States -- Politics and government. --- -Obama, Barack.

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Drawing on open-ended interviews with more than 50 political staffers, fieldwork during the 2008 electoral cycle, and archival research, the book follows a group of technically skilled Internet staffers who came together on the Howard Dean campaign and created a series of innovations in campaign organization, tools, and practice.

Internet in political campaigns --- Campaign management --- Political campaigns --- Political participation --- Presidents --- Political consultants --- Internet --- Digital media --- Government - U.S. --- Law, Politics & Government --- Political Rights - U.S. --- History --- Technological innovations --- Election --- Political aspects --- Electronic media --- New media (Digital media) --- Mass media --- Digital communications --- Online journalism --- Advisors, Political --- Campaign consultants --- Political advisors --- Consultants --- Presidency --- Heads of state --- Executive power --- Citizen participation --- Community action --- Community involvement --- Community participation --- Involvement, Community --- Mass political behavior --- Participation, Citizen --- Participation, Community --- Participation, Political --- Political activity --- Political behavior --- Political rights --- Social participation --- Political activists --- Politics, Practical --- Campaigns, Election --- Campaigns, Political --- Election campaigns --- Electioneering --- Electoral politics --- Negative campaigns --- Elections --- Management --- Politics and Government. --- History. --- Technological innovations. --- Internet in political campaigns - United States - History. --- Campaign management - Technological innovations - United States - History. --- Political campaigns - Technological innovations - United States - History. --- Political participation - Technological innovations - United States - History. --- Presidents - United States - Election - 2004 - Technological innovations. --- Presidents - United States - Election - 2008 - Technological innovations. --- Political consultants - United States - History - 21st century. --- Internet - Political aspects - United States. --- Digital media - Political aspects - United States.