11. Nov 2009
Lektüren, Teil II
Im Bundestagswahlkampf 2009 war viel von der Rolle des Internets für die Kampagnen von Kandidaten und Parteien die Rede. Vorbild war der Wahlkampf von Barack Obama im Jahre 2008, der für die Gewinnung neuer Anhänger wie für das Auftreiben von Onlinespenden Maßstäbe setzte.
Jetzt ist ein Buch erschienen, das dieses Phänomen untersucht. Autor ist mit Tobias Moorstedt ein Journalist, und entsprechend lese- und leserfreundlich ist das Buch ausgefallen.
Moorstedt war während des Wahlkampfes 2008 in den USA unterwegs, hat die Parteizentralen und Parteiversammlungen in den unterschiedlichsten Ecken des Landes besucht, hat mit Bloggern diskutiert und die Trends in der amerikanischen Medienwelt beobachtet. Herausgekommen ist ein sehr lesenswertes Buch mit vielen Informationen, Zahlen und Geschichten, die nicht nur den Wahlkampf 2008 lebendig werden lassen, sondern auch viel über Politik im Internetzeitalter verraten.
Die Rolle des Internets war für Obamas Wahl zentral: als relativ unbekannter Senator aus Illinois, ohne große finanzielle Ressourcen, trat er gegen die „Establishment“-Kandidatin Hillary Clinton an, die die wichtigsten Akteure der Demokratischen Partei schon vorab an sich gebunden hatte. Über die Seite mybarackobama.com nahm er den größten Teil der insgesamt 280 Millionen Spendengelder ein. Zugleich konnten sich so Unterstützer Obamas in allen 50 Bundesstaaten miteinander vernetzen. Am Ende des Wahlkampfs gab es etwa mehr als 10.000 „Support“-Gruppen mit jeweils 15 bis 100.000 Mitgliedern.
Interessant wäre heute, fast genau ein Jahr nach der Wahl Obamas, eine Fortsetzung zu lesen und die Frage aufzuwerfen (und zu beantworten), ob Medien- und Wahlkampftechniken, die zu einer erfolgreichen Wahl geführt haben, auch in einem Regierungsamt von Nutzen sind. Aktuelle Trends in der amerikanischen Politik scheinen dieser These ja eher zu widersprechen, auch wenn Obama sich auch heute noch häufig direkt per Email, Webseite oder soziale Netzwerke an die Bürgerinnen und Bürger wendet.
Tobias Moorstedt: Jeffersons Erben. Wie die digitalen Medien die Politik verändern, Suhrkamp Verlag (edition suhrkamp), Frankfurt/Main 2008, 165 Seiten, 9,- Euro. Auf der Internetseite des Suhrkamp-Verlages kann man sich eine Leseprobe der ersten Seiten des Buches herunterladen: http://www.suhrkamp.de/download/Blickinsbuch/9783518125717.pdf
Über Michael Kolkmann
- Dozent/in
- Twitter: @herrkolkmann
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