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Barrack Obama is a really canny political operator. He has a rare ability of being both incredibly inspiring and charismatic while at the same time lacking any real substance. Much in the mould of Blair and Cameron he is a sort of smiling vacuum, eminently loveable but ultimately hollow. Medium is the message as Marshall McLuhan once wrote, so Obama had to think really carefully how he addresses his public. This is one of the main reasons his campaign has been so eager to use new forms of technology to spread his message because it makes him look so fresh and innovative. Using the internet to attract donantions from grass roots supporters was incredibly successful with Obama breaking all previous funding records. With a twist on the traditional joint press conference, Obama will be revealing who his Vice President will be via text and Email. It’s another canny decision, innovative and newsworthy in its own right. He’s also rewarding his loyal grass roots by informing them first, directly in a really personal way. Source: The Guardian

