Extra Credit Blog

During President Obama's campaign towards running for office, he portrayed himself in the social media like no one had done before. In chapter 7, Andrejevic discusses ipolitics and its aspect of customization. By presenting each message as personalized and individualized, the voter then has a tendency to focus only on that one common view as opposed to other views they may not agree with. With Obama in particular, he did a miraculous job of sorting and excluding young adults to target during his campaign. By premiering on shows such as MTV and imprinting himself on trendy t-shirts, Obama was able to reach young adolescents in a way that had never been done before. He made teens feel like active participants and responded with focus towards their customized wants and needs.