Taking Our Country Back presents the previously untold history of the uptake of new media in Democratic electoral campaigning over the last decade. Drawing on interviews with more than sixty political staffers, fieldwork during the 2008 primaries and general election, and archival research, Daniel Kreiss shows how a group of young, technically-skilled Internet staffers came together on the Howard Dean campaign and created a series of innovations in organization, tools, and practice that have changed the elections game. He charts how these individuals carried their innovations across Democratic politics, contributing to a number of electoral victories, including Barack Obama's historic bid for the presidency. In revealing this history, the book provides a rich empirical look at the communication tools, practices, and infrastructure that shape contemporary online campaigning.Taking Our Country Back is a serious and vital analysis, both on-the-ground and theoretical, of how a small group of visionary people transformed what campaigning means today and how technical and cultural work coordinates collective action.

Table of ContentsAcknowledgementsChapter 1: Innovation, Infrastructure, and Organization in New Media CampaigningChapter 2: Crafting Networked PoliticsChapter 3: Dean's Demise and Taking on BushChapter 4: Wiring the PartyChapter 5: Organizing the Obama CampaignChapter 6: Mobilizing for VictoryConclusion: New Media Campaigning from Dean to ObamaBibliographyNotes