Creatividad digital en comunicación políticaestudio de la segunda campaña presidencial de Barack Obama en Facebook.com y WhiteHouse.gov

Abstract

This article aims to analyse the creativity used in the second presidential campaign, in which Barak Obama took part, by means of posts on the social network Facebook. For this, a range of digital resources has been selected to obtain a global vision on the formats, tools or applications strategically chosen to launch their messages, mainly counter-campaign of which Mitt Romney, as the Republican wing contender is the main target in most cases. As another complementary way of campaigning from the White House to citizens, some financial digital tools have also been noticed. In that case, appealing mainly to its economic sensitivity so that the citizens themselves draw conclusions, decide and use social media to share their ideas and pressure the Republican wing to take action on their behalf. Emailing, videos and platforms as strategic as The Truth Team are part of this wide spectrum of digital resources that Obama’s team not only uses but designs explicitly for this second presidential struggle. All of them are used nowadays. They have known how to give adequate continuity adapting them to the codes of non-election times, but always in the 2.0 world, in order to promote loyalty of voters/citizens, and giving them the options to respond, participate, and interact directly with public authorities.