풀뿌리 조직화와 2008 오바마 캠페인

• 영문명: Grassroots Organizing and the 2008 Obama Campaign
• 발행기관: 한국아메리카학회
• 저자명: 이소영(SoYoung Lee)
• 간행물 정보: 『미국학논집』제43집 2호, 117~145쪽, 전체 29쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2011.09.30

영문 초록

The 2008 Obama election campaign suggests a new campaign model by organizing, based on the model of the grassroots organization, a huge number of volunteers who were recruited using online social networking. This study focuses on the grassroots campaign of Obama, which relied heavily on community organizations formed through online social networking. It discusses what are the theoretical and empirical backgrounds of Obama campaign, how the campaign expands the experience of community organization at the local level to the national level, and what are the features of the grassroots campaign and its organization. The Obama campaign provided the individuals with the opportunities to participate in the political campaign actively and enthusiastically by designing the campaign organization in the way that the participants themselves can organize a campaign and establish the strategy fitting the local needs and circumstances. The volunteers were trained through participation and could beequipped with the skills and leadership ability to mobilize people. For this new paradigm of campaign, three elements played pivotal roles: online social networking possible by opening of the web 2.0 era, Saul Alinski’s community organizing model, and Marshall Ganz’s strategic methodology based on relationship building. The civic infra developed during the campaign period continues to play an important role as a national grassroots organization by engaging actively in the process of legislation and election campaign. In this vein, the Obama campaign has a significance not only as an effective campaign strategy but as a practical model contributing to progress of participatory democracy founded on social capital and civic engagement.

목차

Ⅰ. 들어가는 말

Ⅱ. 오바마 캠페인 조직화 배경: 풀뿌리 커뮤니티 조직운동

Ⅲ. 오바마 캠페인 조직화 배경: 관계의 조직화

Ⅳ. 오바마의 풀뿌리 조직화 전략

Ⅳ. 나가는 말

인용문헌

Abstract

키워드

2008 오바마 캠페인 캠페인 조직 풀뿌리 캠페인 커뮤니티 조직 모델 소셜 네트워킹 2008 Obama campaign campaign organization grassroots campaign community organizing model social networking