Sea change in politics after race for president

By Adam Nagourney

updated 12:09 a.m. ET Nov. 4, 2008

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.”

To a considerable extent, Republicans and Democrats say, this is a result of the way that the Obama campaign sought to understand and harness the Internet (and other forms of so-called new media) to organize supporters and to reach voters who no longer rely primarily on information from newspapers and television. The platforms included YouTube, which did not exist in 2004, and the cellphone text messages that the campaign was sending out to supporters on Monday to remind them to vote.

“We did some very innovative things on the data side, and we did some Internet,” said Sara Taylor, who was the White House political director during Mr. Bush’s re-election campaign. “But only 40 percent of the country had broadband back then. You now have people who don’t have home telephones anymore. And Obama has done a tremendous job of waging a campaign through the new media challenge.

“I don’t know about you, but I see an Obama Internet ad every day. And I have for six months.”

More from NYTimes.com One Town’s Rare Ray of Hope: New Auto Plant An Effort to Save a City by Shrinking It Lawmaker Is Said to Have Agreed to Aid Lobbyists Pressure Grows to Investigate Interrogations Crisis or Not, Russia Will Build a Bridge in the East External links

Even more crucial to the way this campaign has transformed politics has been Mr. Obama’s success at using the Internet to build a huge network of contributors that permitted him to raise enough money — after declining to participate in the public financing system — to expand the map and compete in traditionally Republican states.

No matter who wins the election, Republicans and Democrats say, Mr. Obama’s efforts in places like Indiana, North Carolina and Virginia — organizing and advertising to voters who previously had little exposure to Democratic ideas and candidates — will force future candidates to think differently.

“The great impact that this election will have for the future is that it killed public financing for all time,” said Mr. McCain’s chief campaign strategist, Steve Schmidt . “That means the next Republican presidential campaign, hopefully a re-election for John McCain, will need to be a billion-dollar affair to challenge what the Democrats have accomplished with the use of the Internet and viral marketing to communicate and raise money.”

MORE FROM THE NEW YORK TIMES

The New York Times Section Front

For thrillers, Glenn Beck is new Oprah Analysis: Victories rekindle GOP’s hope The Obamas’ marriage is an ongoing negotiation Bailout fuels era of Wall Street wealth ACORN’s woes strain ties to Dems Biden no longer a lone voice on Afghanistan The New York Times Section Front