This article examines the most recent stage in patterns of on-line presidential political campaigning, from the point of view of the resources employed in operations of political campaigning through digital networks. Since the 2008 American elections in general, and Barack Obama's on-line campaign in particular, represent the most recent and to date most successful facet of this type of political operation, the resources and instruments used in his campaign will be taken as a case study. Thus, we inquire into an experience in the use of digital and on-line resources in political campaigning, attempting to detect which levels this on-line campaigning occurred at and to arrive at some generalizations on the tendencies and possibilities for this type of political campaign. We conclude that, although the use of digital communications resources should not be seen as the cause of Obama's success, nor even of the mobilization it generated or his popularity among young voters, it does nonetheless make up a part of the social and political environment that determined these phenomena.
On-line campaigns; Barack Obama; Internet; political communication
