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Groundbreakers
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Item specifics
- Condition
- ISBN
- 9780199394609
About this product
Product Identifiers
Publisher
Oxford University Press, Incorporated
ISBN-10
0199394601
ISBN-13
9780199394609
eBay Product ID (ePID)
202628383
Product Key Features
Number of Pages
272 Pages
Publication Name
Groundbreakers : How Obama's 2. 2 Million Volunteers Transformed Campaigning in America
Language
English
Subject
Political Process / General, Political Process / Campaigns & Elections, General, Presidents & Heads of State, American Government / General
Publication Year
2015
Type
Textbook
Subject Area
Political Science, Biography & Autobiography
Format
Trade Paperback
Dimensions
Item Height
0.9 in
Item Weight
12.7 Oz
Item Length
9.2 in
Item Width
6.1 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2014-013637
Dewey Edition
23
Reviews
"Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review "All students of campaigns should read this book. Highly recommended." -- CHOICE, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign dependsas much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides,author of The Gamble: Choice and Chance in the 2012 Presidential Election"Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review"All students of campaigns should read this book. Highly recommended." -- CHOICE"A rich and highly readable story about a campaign that made history, not only in terms of whom it elected but also how it did it... At its core, this book shows readers that 'democracy can work when people are given power." --Perspectives on Politics, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review, "Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election "Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review "All students of campaigns should read this book. Highly recommended." -- CHOICE "A rich and highly readable story about a campaign that made history, not only in terms of whom it elected but also how it did it... At its core, this book shows readers that 'democracy can work when people are given power." --Perspectives on Politics
Illustrated
Yes
Dewey Decimal
324.973/0931
Table Of Content
1. IntroductionPart I: The Historical Roots of the Obama Field Program2. The Way Things Were3. Discovery and DiffusionPart II: The Nuts and Bolts of the Ground Game4. Building Depth By Investing in Relationships5. Creating a Structure to Share Responsibility: Neighborhood Teams6. Using Metrics to Get to ScalePart III: OFA's Legacy7. ReflectionWorks CitedIndex
Synopsis
Accounts of the 2008 and 2012 presidential campaigns have documented widely the technological innovations made in data analytics and social media that have transformed fundraising and voter outreach, but they have failed to account for the unprecendented and dramatic increase in the numbers of people who volunteered for Obama for America. Han and McKenna argue that presidential campaigns are still about more than clicks, big data and money -- they are about bootson the ground and cultivating leaders. The organizational legacies of OFA will transform political campaigns for the foreseeable future with some of the most traditional ideas of community organizing., Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months - and even years - in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people - and their deep belief that their work mattered for the work of democracy - that kept them active. Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements., Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, andmanaged its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaidlocal citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data andmicro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices ofcommunity organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people--and their deep belief that their work mattered for the work of democracy--that kept them active.Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements., Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people--and their deep belief that their work mattered for the work of democracy--that kept them active. Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements.
LC Classification Number
JK526 2008.M35 2015
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Seller feedback (36,235)
- 6***6 (189)- Feedback left by buyer.Past monthVerified purchaseItem was as described and arrived on time.
- 2***2 (466)- Feedback left by buyer.Past monthVerified purchaseGreat product, fast shipping, thx
- g***s (345)- Feedback left by buyer.Past monthVerified purchaseFast! Fair!! Accurate!!!