Media News - Monday, August 25, 2008
The Obama SMS: (Un-)gratifying instantification
So the SMS went out to hundreds of thousands of Obama supporters. Not everyone got it at the same time or, in some cases, at all, but overall, the pre-announcement buzz (including some fake VP announcements - 'Michael Phelps!') was palpable and the word was spread. 'Be the first to know whom Barack picks as his running mate,' had been the campaign's promise. The only problem: Those who had signed up to be the first to know, were not the first to know. About three hours before the Obama campaign deployed their SMS blast, John King of CNN broke the news, leaked from 'Democratic sources.' The 'artificial exclusivity' of one-to-one marketing was undercut by the familiar means of traditional broadcasting. The thunder of Web 2.0 campaigning was stolen by old-school TV news coverage. The 'eventization' of news - a social media paradigm so masterfully applied by the Obama camp - was 'uneventized' by CNN's preemptive strike. (CNET News)
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