Barack Obama 2.0 : The Power of New Media in Achieving and Sustaining Presidential Charisma

Barack Obama enhanced the key attributes he possessed as a charismatic leader with the capabilities of new media in his successful bid for the presidency of the United States of America. Obama was an innovator in this regard, establishing clear goals and using the new media to deliver and achieve results. Obama made himself and his vision known to targeted and general audiences, creating connections, building networks and mobilizing supporters. Through the Five Cs (Friedman and Friedman 2008a; 2008b) which characterize new media, the construction and maintenance of Obama’s charisma is explored