¶ … 2012 presidential campaigns, the use of television advertising was characterized by unprecedented advertising volumes. The political advertising in the 2012 presidential campaign contributed greatly to the win of Obama into office due to high consistency levels and coherence (Tedesco & Dunn, p. 80). The increase was attributed to outside groups like PACs who were able to raise and spend dollars in advertising for the current post-Citizens United regulatory regime. In the pro-Obama, Super PAC Priorities presented vicious attacks on Romney's personal credibility (Tedesco & Dunn, p. 89). These ads brought the fact that Romney was unaware of the needs of ordinary Americans due to layoffs initiated by Bain Capital, Romney's company. At the presidential level, advertising in 2012 was extremely negative and evoked anger emotions but marked the highest spending point in terms of advertising. An open question is whether the negativity will abate in next presidential election campaigns (Fowler & Ridout, 2013). Obama relied heavily on the Internet; he decided to mobilize his campaign using the massive grassroots organization of donors and volunteers. At the helm was Axelrod with a campaign strategy developed for winning the Democratic nomination. It relied heavily on the tactic of assembling the same Blacks and White liberals coalition whilst focusing on the young voters. The first eight months of 2012 were aimed at raising money, rebuilding his organization of the campaign, developed attack lines on his opponents, the Republicans, and launch his campaign from an enthusiastic, united Democratic National Convention. It is evident that many of his supporters kept tab of what was happening through the Internet and thus, they were able to share on ideas of improving his strategies. Furthermore, Obama was keen on reading his emails, which helped him to address other important issues that affected the citizens of U.S.. Political advertising is an upcoming trend being developed by other countries. This is premised on the idea that modern technology connects very many people together. Furthermore, it is cost effective and affordable to all people. The most represented technique of Obama's campaign trend was the application and adoption of modern technology in reaching out to many people in the country. The chances of failing with technology are minimal. In fact, people are encouraged to use their resources well in order to minimize wastage and promote group work.

The historical obstacle faced by Obama during his presidential campaign period concerned his background. He is a black American and White people did not see the chances of being ruled by a black president in the near future. However, the following of Obama continued to expand because of his ability to intermingle with the young people. Economically, Obama was not financially able to support his campaign, but with the help of donors and other individuals, his campaign trail was able to withstand the pressures of taxes, jobs, government spending, and budget deficit (Tedesco & Dunn, p. 88). Therefore, utilized the resources currently used in the market. Economic instability is a weapon that fellow opponents can use to tarnish the reputation of an individual. However, the campaign manager of Obama's team was on top of the game ensuring that all strategies and policies are implemented in order to satisfy the needs of the citizens and their groups. The social aspect that hindered his success is related to the many of the aged population. They did not agree with his suggestions concerning the Obamacare bill and were against his nominations to office. However, the young population pulled their resources together to support a fellow young tuck who are going to look into their problems and issues in a professional manner that will bring significance to their lives. It is evident that political advertisements have played a critical role in the success of Obama campaigns. Obama's group hired a team of coders and engineers who were able to develop unusual patterns refining how individuals used the Web, smart phones, and social media in participating in the political process. From this, it is evident that technology played a vital role in ensuring that Obama took the lead in the election cycle resulting in the landslide win over his opponent. The coders and engineers used a mobile app, which allowed canvassed downloads and returned walk sheets without entering the campaign office. The web platform was called Dashboard qamified volunteer and ranked the most active supporters. Furthermore, targets were placed on protocols sharing, which were mined on Obama backer's Facebook network. Therefore, the data analytics and experimental...

To the candidates, the new gesture of change emphasized and addressed the individual interests of voters. This strategy attracted very many people because they were vigilant in meeting all the needs of their citizens. Having been in office, Obama had an added advantage over his opponent because he introduced new bills that concerned the less privileged members of the society in a manner that encompassed health matters.
Political advertising is a tool embraced by many politicians and has spread sporadically to many parts of the globe. This implies that technology has enhanced the success and the failure of many presidential election cycles. Political advertising in 2012 used very many aspects that showed the negative sides of each candidate, but to some, the negative side favored their chances of getting into the White House.

Q2

According to the systems of democrats and totalitarians, new-media technologies have given them game changers because the technologies are connected to the Internet. The Internet in many parts has been used to mobilize citizens and strategize. The social media has gained increased attention due to new-media technologies and widespread usage (Hendricks, Chapter 8, p. 134). The 2012 presidential campaigns used various technologies. Through them, the users obtained voter information, which helped them tailor and target messages to defined demographics (Hendricks, Chapter 8, p. 135). Later on, messages are sent, which are tailored and targeted. Another new technology embraced by Romney and Obama is Facebook. This platform reached a vast number of individuals in the shortest time possible with limited travels.

Twitter is also another Internet platform where candidates were allowed to air their views and join in on the current conversations and debates. Furthermore, these messages are also forwarded to other people to know what goes on the country and company. The pivotal role of Twitter in 2012 provided an overall election narrative. It has the ability of democratizing delivery of information through submitting information retrieved from traditional media like television and newspapers. The other importance of Twitter is that one is allowed to communicate with supporters directly. In addition, Twitter is inexpensive and serves as a medium of sending messages to voters immediately.

However, its lack of substantive issues in 2012 campaigns led Charlic Warzel to assert, "it is the home of meaningless scooplets and dustups of high-profile" (Hendricks, Chapter 8, p. 138). Another technology is YouTube that has a viral online video for many people to view and share with others. Furthermore, live-screamed coverage of both presidential and vice presidential debates gave people an opportunity to view the debate from any part of the country. Pinterest and Tumblr are also other forms of new technology embraced by presidential campaigns of 2012. Pinterest is a "virtual pinboard" site that has been able to give an opportunity for people to organize and share their favorite things (Chapter 8, Hendricks, p. 139). This includes photos of clothes, recipes, and ideas that are "pinned" and "repinned" and is mostly used by women. Tumblr, on the other hand, is also a site that gives people the opportunity to share things that interest them like videos, text messages from mobile phones and computers, photos, and music.

The websites of candidates were used to gather and compile personal data for Web page users (Hendricks, Chapter 8, p. 148). Newspapers are also forms of media technology used by the presidential campaign strategists in the United States because they are thorough in providing readers with political campaigns, public policies, and political issues (Hendricks, Chapter 5, p. 104). Moreover, Newsweek, Time, and U.S. News are the basic weekly news magazines read by many U.S. citizens. However, a decline in the number of readers has contributed negatively on budget reports. As a result, new focus has been directed towards generating more features that include entertainment, health, and new technologies.

The reporting of these Weekly is impressive, and their greatest power is on the impact of decisions (Hendricks, Chapter 5, p. 107). Television and radio programs have also helped in meeting political advertisements by engaging the public and educating them more on the importance of elections. This media has affected all populations because some of the programs aired on television are educative in nature. Besides, it empowers them with knowledge on how to handle political situations that may arise. It is fundamental to note that these modern technologies have improved over time and are embracing current methods of delivering information to the public. Besides, members of the public can able to give…