Campaigns

By Deva Woodly 

An Obama supporter holds up a “Yes We Can” sign as President-elect Barack Obama gives his victory speech during a 2008 election night gathering in Grant Park. Courtesy of Getty Images.

I was in my final year of graduate school, writing a dissertation on the place of persuasion in the success of contemporary American social movements, when the nearly two-year-long campaign for the American president who would succeed George W. Bush began. As a student of politics, it was impossible not to be transfixed by the epic discursive battle being waged, first in the hard- fought democratic primary between Hillary Clinton and Barack Obama and finally during the general election campaign in which, Obama, having won against his formidable Democratic rival, entered a political contest with veteran politician John McCain. For the American public, this contest was the most closely followed election in decades. A Gallup poll taken in June 2008, early summer, when political attention is usually at its nadir, found that nearly two-thirds of Americans described the 2008 campaign as “exciting.” By September, Gallup found that a record 87 percent, almost nine in ten Americans, reported that they were following national politics closely. The astonished poll takers wrote, in the summary of their results, “This significantly exceeds anything Gallup has measured since it began asking this question in 1995.”*