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Posts Tagged ‘Pressekreterare’

Barack Obama and Robert GibbsWASHINGTON: Är det någon som undrar hur president Barack Obama lyckats förbli så populär samtidigt som landets kris är så omfattande?

En förklaring ger Michael Wolff, krönikör på Vanity Fair, i sin granskning av hur Vita huset bearbetar media.

”The Obama presidency is striving to be the most open and available in modern history (…) But what it doesn’t want to be open about is the staging itself. [T]he Obama team doesn’t want to talk about the meticulous calibration of everything to do with retailing its image and message because it is all so meticulously calibrated.”

Mycket av detta handlar om god managementkultur. I Vita hustes finns fjorton personer som servar pressekreteraren Robert Gibbs. Ytterligare 47 (!) personer jobbar med andra aspekter av media, budskap och politisk kommunikation. Det är mer än vad många av de största amerikanska företagen har på sina informationsavdelningar.

En annan anledning till att administrationen har lyckats så bra är att traditionell media befinner sig i djup kris. Och med krisen följer dåligt självförtroende. Vita huset befinner sig i den avundsvärda situationen att kunna driva media framför sig.

Sen tillkommer att Vita huset kan kommunicera direkt med de miljoner människor som under valkampanjen gav olika typer av bidrag till Obamas valkampanj.

Even before formally taking possession of the White House and pressroom, the team began to talk about keeping Obama’s much vaunted peer-to-peer network of millions of small contributors in place, of making it a central outlet of its communications strategy. The implication seemed clear: newspapers and networks had a swiftly declining market, while the Obama administration had created an audience that it could reach through its own distribution prowess and that hung on its every word (…)

In fact, it almost seems as though the Obama people have abandoned that grail of all White Houses, to bypass the mainstream media and go directly to the people, to get the message out, pure and unfiltered—which, with their millions of e-mail addresses and Twitter followers, never seemed so possible as now.

Men istället för att helt ignorera traditionell media har Vita huset valt att behandla ”dinosaurierna” som om inget har förändrats.

Courting the dinosaurs, the Obama people feed the increasingly hungry new media the scraps—and manage, mostly, to have them thankful for them.

The Huffington Post has become an ideal back door for the most partisan stuff (…) It’s as obvious and as unfiltered. ”The Times, it appears, gets soft, thoughtful, and complicated stuff. HuffPo gets the mean and simplistic,” says Michael Tomasky, The Guardian’s Washington-based American editor-at-large.

In other words, the Obama people have purchase on both established media and partisan media. [T]he Obama people are running a message across numerous spectra of purpose and subtlety and payoff. Indeed, while the Times seems reserved for the more weighty exegesis, and the HuffPo for its attacks, Politico (…) has become the prime outlet for Obama White House gossip (…).

Michael Wolffs slutord är intressanta med tanke på bilden av hur media manipulerades under George W. Bush och att media då ansågs vara alltför obenägna att granska Bush-administrationen;

They have been handed a most remarkable historical moment—in which they get to remake the media in their own image. They have the power and they are the subject. These people in this White House are in greater control of the media than any administration before them.

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