Communications Technology in the 2008 Election and Beyond: An Analysis of Obama Emails

Document Type

Conference Proceeding


From the 2011 Northeast Decision Sciences Institute Conference Proceedings.

Users may access this article here.


Barack Obama; Campaigns; Communications Technology; Email Analysis; 2008 Election


Northeast Decision Sciences Institute


No political candidate has adopted and employed communications technology to connect with potential voters more effectively than Barack Obama in the 2008 presidential race. Yet, scholarly literature has neglected systematic studies of perhaps the most significant piece of Obama’s communications revolution: the use of millions of targeted emails. No in-depth analyses of these emails have been undertaken. Our research aims to fill this important gap by systematically examining the targeted emails themselves in an effort to understand this phenomenon and its larger significance. We do so by charting their frequency and identifying distribution trends, as well as exploring their content.