How important is the internet to the election? – The Guardian
"Matthew McGregor, London director of Blue State Digital, which masterminded Obama's election campaign, said:
"The mistake is to try and impose political messages from the top down, whereas the internet – and those successful Obama campaigns –worked from the bottom up.
"It's not just a productionist model where parties control the debate and people obediently do things," he added.
"The internet provides engagement and amplification of what were previously quite small ripples in that pool.""
Courtesy of Jemima Kiss.