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A carregar... The Message: The Reselling of President Obamapor Richard Wolffe
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They had 99 problems but Mitt Romney wasn't one. At the start of an epic election, the team trying to reelect President Obama faced a mountain of challenges: a dismal economy, the faded hopes of the first campaign, and a struggle to raise enough cash to compete. No president had risen so fast, or fallen so far, in the modern era. And no president in living memory had earned a second term in such troubled times. To resell the president, they needed to redefine the world they were living in. They needed to retell their own story and rewrite the characters. They needed to find The Message. But first, they needed to fight the enemy within: each other. For six years they kept a lid on their internal disputes-the ego clashes, the disappointed ambitions, and the battle to control the Obama brand. Everything was out of public view and under wraps. They called their style No Drama Obama, and the phrase matched the mood of the candidate. But it was never completely true. In 2008 they found a way around their rivalries. Four years later, their hostilities threatened to undermine the reelection of a president at a time when most voters were deeply unhappy and ready for change. Drawing on unrivaled access to the key characters, THE MESSAGE tells the inside story of the Mad Men-the marketers, message-shapers, and admakers-who held the Obama presidency in their hands. Não foram encontradas descrições de bibliotecas. |
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Google Books — A carregar... GénerosSistema Decimal de Melvil (DDC)324.973Social sciences Political Science The political process Biography And History North America United StatesClassificação da Biblioteca do Congresso dos EUA (LCC)AvaliaçãoMédia:
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There is a decent section reviewing how advertising has impacted presidential campaigns which helpfully sets the context.
Obama "is a newcomer who promised to upend the status quo but seemed all too ready to live within its conventions and limitations. Inside the White House, he never resolved those tensions, especially if they involved the personal conflicts on his political team. He centralized decision-making around himself and his inner circle, but his decisions were often painfully slow in coming. He aired on the safe side of big decisions for too long before edging into the risk filled choices that presented themselves inside the Oval Office. Whether it his decision to arm the rebel forces in Syria or to support same-sex marriage,
Obama was a constant source of frustration and mystification for his supporters inside and outside the administration. On Capitol Hill, even Democratic members complained that his absence and coldness left them struggling to understand his motives and his management style: if they didn't love him or fear him, why should they take a bullet for him? They were unclear about where he was headed, so they focused on the lack of personal outreach. But the reality was that personal contact left them no clearer about his true identity and purpose (pp. 245-46).