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Campaign Communication

For Political Communication, the Age of Nerds and Big Data is Here

Sina Odugbemi's picture

Sophisticated campaign communication (an important part of political communication) is a field both invented and dominated by American practitioners and scholars. When I ask my associates in the field why this is so, the reason they usually give me is the sheer quantity and frequency of democratic elections in the American political system. Therefore, they point out, human and material resources have been poured into the science and the art of winning election campaigns.  What is important for our purposes is that  the practices of American political communicators tend to spread worldwide... like much else in American culture. Politicians in newly democratizing polities have for decades now invited American political consultants to help them run and win elections. Local specialists have also mushroomed, many of them trained by the American universities who offer amazingly good degrees in communication, particularly political communication. If you are interested in campaign communication as a global phenomenon, a good place to start is Fritz Plasser's Global Political Campaigning: A Worldwide Analysis of Campaign Professionals and Their Practices (2002).

My bet is that at least two aspects of the recently concluded presidential election campaign in the United States -- a spectacular showcase of political communication at work -- will prove influential globally. President Obama was re-elected and it was a big win, but for campaign communication two methods won big victories of their own and they are likely to be flattered with imitation worldwide. They are as follows: