Case Study of my.barackobama.com: Promoting Participatory Democracy?

Abstract

An ongoing debate surrounds the question of whether digital media can promote participatory democracy. A qualitative case study was conducted on Barack Obama’s campaign social networking site, my.barackobama.com, in order to investigate the ways in which the website promotes or discourages participatory democracy. For a rich analysis, the case study drew on various relevant theoretical perspectives, including the concepts of participatory democracy and digital democracy. The case study included a content analysis of the website and interviews with members of groups on the site. The study found that my.barackobama.com promoted political knowledge and non-electoral participation, but failed to promote political discussion and community. Consequently, the recommendations highlighted the importance of an online public sphere. The findings of this case study add to the research literature about the political use of digital media, and they also add new information about Barack Obama’s digital media strategies.