The ’08 Campaign: Sea Change for Politics as We Know It

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The 2008 race for the White House that comes to an end on Tuesday fundamentally upended the way presidential campaigns are fought in this country, a legacy that has almost been lost with all the attention being paid to the battle between Senators John McCain and Barack Obama.

It has rewritten the rules on how to reach voters, raise money, organize supporters, manage the news media, track and mold public opinion, and wage — and withstand — political attacks, including many carried by blogs that did not exist four years ago. It has challenged the consensus view of the American electoral battleground, suggesting that Democrats can at a minimum be competitive in states and regions that had long been Republican strongholds.

The size and makeup of the electorate could be changed because of efforts by Democrats to register and turn out new black, Hispanic and young voters. This shift may have long-lasting ramifications for what the parties do to build enduring coalitions, especially if intensive and technologically-driven voter turnout programs succeed in getting more people to the polls. Mr. McCain’s advisers expect a record-shattering turnout of 130 million people, many being brought into the political process for the first time.

“I think we’ll be analyzing this election for years as a seminal, transformative race,” said Mark McKinnon, a senior adviser to President Bush’s campaigns in 2000 and 2004. “The year campaigns leveraged the Internet in ways never imagined. The year we went to warp speed. The year the paradigm got turned upside down and truly became bottom up instead of top down.”

http://www.nytimes.com/2008/11/04/us/politics/04memo.html?_r=1&th&emc=th&oref=slogin