The 2012 Obama Presidential Campaign

The primary purpose of surfacing is to help determine the focus of the campaign (Smith 189). Barack Obama establishes the rhetorical theme for the campaign. Running for his second term, as he travels around the country, he begins to understand the concerns of the people, begins to relate himself to those concerns, and begins to develop solutions to issues that appear to be in agreement with popular opinion. The mass media reiterate Obama’s statements and hence help transform the issues and opinions into state or national concerns. Barack Obama officially declared his re-election campaign on the 4th of April 2011 (EM Publications (b) 18). The very first communication activity they engaged in was a promotional video depicting Obama supporters mobilizing for the re-election campaign. They used Facebook and Twitter to reach a larger target audience. Even the official announcement of his re-election plan was carried out through an online video that can be viewed on his campaign website. The campaign started with the slogan ‘It Begins with Us’ (EM Publications (b) 18). Another communication strategy of the Obama campaign for 2012 was the decision to base the campaign in Chicago, where recent former U.S. presidents also based their re-election campaigns. On the 30th of April 2012, the campaign launched a new slogan: ‘Forward’ (EM Publications (b) 18). Basically, Obama had a massive campaign effort.
Obama applied his 2008 campaign communications to reinforce his goals for 2012.