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Memorandum

To: Candidate Smith


From: Fionne Ma
Date: February 9, 2015
Re: Campaign Analysis and Strategy
Hello Mr. Smith, I have analyzed the 2012 Presidential Election,
focusing on Obama and Romneys campaign strategies. I have
compiled a list of information that I deem useful for you in your
upcoming campaign. In this memorandum, I have included differing
political attitudes one may have, who votes, an analysis on
Obama/Romneys media campaign and videos, and statistics on 2
swing states.
Difference in Political Attitudes: Mr. Smith, America is equivalent to
a salad bowl. We have many different Americans living in America
African Americans, Asian Americans, Indian Americans, Hispanic
Americans, and White Ethnic, and all these Americans contribute to
our society. These Americans also all hold different beliefs, religions,
and cultures. They do not blend all these criterias to form America, as
the widely held belief that refers America as a melting pot. Instead of
assimilation, the trend is now multiculturalism. Americans are a
mixture of people that keep their independent, individual
characteristics, including their political attitudes. Another key factor to
differentiating political views besides multiculturalism is a persons
environment. Because many Americans grow up and live in a variety
of distinct environments, these environments can mold and affect the
way that they express, think, and feel about a certain political outlook
(Greenberg-Page 132).
The factors that can really influence the
political views are race and ethnicity, social class, region, education,
gender, and age. I will go over some, but not all, examples and provide
brief factors that will be beneficial for you to know, ultimately helping
you receive votes. The first factor that goes into play for differences in
voting habits and political attitude is race and ethnicity, and this has
been proven in graphs and texts in the textbook The Struggle for
Democracy. One of the distinct groups of people with the strongest
opinions about the American system is African-Americans. They believe
that people can get ahead by work-outcomes, and that the federal
government should balance its budget (Greenberg-Page 132). Most of
them are Democrats and tend to be more liberal on issues requiring an
activist government to solve pressing issues. Because of Obamas
presidency, African Americans political attitudes are now more
confident that casting a ballot makes a difference and voting is their
duty. On the other hand, Hispanics also play another important group
that you need to appeal. Hispanics are the fastest growing ethnic and
largest minority group in America. As with the African-Americans, the

majority of the Hispanic population identifies themselves as Democrats


than Republicans. About 71% of the Hispanic population voted for
Obama in the 2012 election (Greenberg-Page 134); therefore, it is
crucial that you appeal and relate to Hispanics. Regarding the Asian
Americans, they are a slowly rising minority population that is more
conservative and well educated than most people are, making them
less likely to cast a vote. However, in the 2012 election, 71% of them
voted for Obama (Greenberg-Page 134). In the social class category,
low-and-moderate income classes tend to identity themselves as
Democrats more than Republicans, and upper income classes tend to
identify themselves as Republicans. Therefore, it is crucial to not only
identify and help the needs of the poor, but it is also crucial that you
find a common ground to relate to with the upper class.
Who Votes?: Mr. Smith, I have provided a brief, but important, gist of
the differences in political attitudes for different ethnicity. Although
now you know whom usually sides with who and what contributes to
that, it is extremely important to know who votes in our country. Its a
no brainer that wed want everybody to come out and vote, but that is
highly unlikely to happen. In the United States, a persons age, income,
education, and ethnicity contributes to whether they are more likely to
come out and vote. People who are the most consistent in voting in the
income and education category are the people in the upper class
regionthose who are well educated, holding the most income. This is
most likely so because people with more education are more likely to
understand and learn about politics. Upper class citizens are more
likely than lower class citizens to have more time to donate in
volunteering in campaigns, more money to fund campaigns, more
likely to express themselves by contacting the officials, and overall
tend to be more politically active. A second contribution to who votes is
race and ethnicity. Although race and ethnicity has been a contribution
to why many people did not vote in the past, this margin has
diminished quite impressively, leaving a smaller gap than have been
historically recorded. In recent times, African Americans are likely to
equally vote, and sometimes more, than non-Hispanic whites of similar
educational and similar backgrounds (Greenberg-Page 311). However,
for Hispanics, voting is limited due to a language barrier. Another
contributing factor to why a person may or may not vote is their age.
Although Obama focused his campaign towards young adults, it only
accounted for 51% of the votes. However, there was a drastic turnout
of Americans that were over 65, making them three times the
youngest-voting age of Americans. A reason for the age turnout may
be due to the lack of interest and knowledge about the election,
unfamiliar with voting procedures, and unclear about the stakes of
election. Lastly, women and men are about equal when it comes to
coming out and voting.

Swing States: With the information I have provided about the


majority of who votes and the differing attitudes towards voting, I have
chosen two swing states to inform you on. Many states have a
tendency to vote for you because you represent their party, but swing
states are different. As you know swing states are important to appeal
because they are the states with no single candidate or party that
predominately rules with overwhelming support in securing the states
electoral votes. Thus, I have chosen Colorado and Florida to
statistically analyze. In Colorado, there is a majority of 69.4% nonHispanic Whites, and non-Hispanic whites are hard to distinguish their
political opinions. However, Hispanics are the second highest ethnicity
in Colorado, counting for 21% of the population. As you may recall,
Hispanics tend to vote for the Democratic Party. African Americans are
the third highest ethnicity in Colorado, counting for 4.4% of the
population. African Americans also have a tendency to vote for
Democrats. In Colorado, 37.5% of their population graduated with a
postsecondary education, making them well educated and informed.
Thus, this percentage of people will most likely come out to vote, and
most likely be from the upper class. Thus, they will most likely be
voting for Republicans. For Florida, only 26.4% of them are graduated
with a postsecondary degree, making them well educated and
informed to most likely participate in this upcoming election. They too
will most likely be siding with Republicans. Florida has a lower
population of non-Hispanic Whites than Colorado, being 57.9%. Their
Hispanic population is higher than Colorados, being 22.5%. As I have
mentioned for Colorado, Hispanics are more likely known to be
Democrats than Republicans. Lastly, Florida also has a much higher
rate of African Americans in their population, contributing to 16% of
the population. Most African Americans are pro-democrat. Although,
Colorado and Florida both have a hefty amount of non-Hispanic voters,
we are inconclusive to where they politically stand. However, with the
information I have provided, we can see what kinds of people we need
to appeal.
Romneys Video Analysis: It is obvious that Romneys media
campaign lacked the traction that Obamas media campaign,
ultimately playing a major outcome in the 2012 Presidential election. In
Romneys Nothings Free commercial ad, Romney portrays himself as
the all American superman, coming in to save America. In the
beginning of the ad, there is an announcer that mentions Obamas
four-year term and what he has done and hasnt done that has hurt
America. After the eerie announcer and grey-scaled pictures
mentioning Obama, Romney is then shown in color with a cheery
announcer. We could definitely use this tactic against your opponent,
portraying you as what Americans need to get out of a bad-economic

place. By appealing to voters emotions and senses, we can make you


seem like the good guy that they need to help save America and make
America untouchable. In his other ad Too Many Americans, Romney
is sitting in what looks like a living room, providing voters a more
intimate feel. He is facing the camera, with the camera zoomed up to
where a viewer can only see his upper torso to his heard. He is talking
directly into the camera with a stern voice and serious face, providing
viewers with a sense of a one-on-one conversation. With a one-on-one
conversation in a home, it mimics a safe place. This makes Romney
seem like caring, loving, and understanding man. I believe that this is
very effective tactic and something that you should do in your
campaigns. This allows American voters to take you seriously, without
slander and joke commercials. This provides you a via Internet
connection with potential voters, letting them know that you can also
take issues and problems seriously. Lastly, with a more serious
commercial, it helps connects with viewers on many levels, allowing
viewers to see a side of leadership. America wants someone that they
can count on to stand up for them and protect them. I believe this is a
great tactic that will attract potential voters, please your supporters,
and make voters reevaluate their decisions.
Obamas Video Analysis: Obama definitely utilized the social media
and directed most of his ads towards the young adult population in
America. His first ad that I reviewed was Big Bird. This ad was
definitely directed towards his younger voters to get them to laugh,
remember his video, and vote for him. He had multiple clips of Romney
mentioning Big Bird, and thus, his media campaign put together a
storyline of how Romney believed that Big Bird was the arch nemesis
we should worry about in America. This was obviously funny, which I
know appealed to the younger population. Although it was slander
against Romney, a tactic we can pull from this ad is to make ads that
appeal to the younger population. Obviously, in Romneys Too Many
Americans, it had a more serious vibe, appealing to the older folks in
America. Young adults do not take things that seriously and do not like
to take things that seriously. Therefore, by having a funnier ad, this
will help attract younger voters. By making younger voters laugh, they
will be more inclined to vote for you as they remember you for making
fun of your opponent. This provides a funny side of you, letting the
younger population know that you are not only serious about America
but you also have a side that relates to them. In Will Ferrell Will Do
Anything For You To Vote, Obama had the help of a well-known
comedian amongst the younger population. This is also another tactic
Obama used to let the younger population know he is hip and intune with the this generations celebrities and cultures. In the
commercial, Will Ferrell told viewers that he would do absolutely
anything if they voted. This is obviously unlikely to happen, but the

goal of the absurd suggestions was to make viewers laugh. Again, by


making viewers laugh, this is another tactic of Obamas to make them
remember him when voting. Obama also used a tactic of having a
comedian/actor vouch for him. This is a great tactic because young
people usually follow the hype of a celebrity by doing what they say.
Therefore, this is a tactic that we should utilizehave celebrities vouch
for you and make funny commercials to appeal to the younger
generation.
Obama/Romney Media Campaign: In the article How Obama Won
the Social Media Battle in 2012, it states that Obama had leverage
going into the 2012 presidential campaign because he had a utilized
social media in his 2008 campaign. What made him extremely popular
was his social media usagehe was on nine different social media
platforms. He was on more social media sites and was more active on
them than Romney was, and by the time Romney realized that, it was
too late. Obama had already exploded all over the Internet, building
sturdy relationships with Internet users and social media goers. This
not only benefitted his campaign but this gave social media users a
sense of political empowerment with the Democrat party. With the help
of social media, he succeeded in raising $1 million dollars. Obamas
campaign had a sturdy foundation, while Romney and his team were
trailing behind. After Romney finally understood the impact of social
media, Romney faced another obstacle, which was to understand
social media itself. Because he didnt understand social media lingo, it
caused a big rift between him and his supporters. In the end, Obama
utilized social media to collect data information. Romney, however,
never had the advantage. Therefore Mr. Smith, it is important to start
building a solid media foundation. By making different accounts on all
different social media websites, this could really help you connect with
potential voters and supporters to help spread the word about you. It is
also crucial that you also understand Internet lingo such as memes,
acronyms, sayings, etc. Lastly, the most important thing is to maintain
being active, updating whenever possible, whether it is your agenda
plans or having family fun. To connect with social media is the best way
to campaign.
Work Cited
"American FactFinder - Results." American FactFinder - Results.
Accessed February 3, 2015.
http://factfinder.census.gov/faces/tableservices/jsf/pages/product
view.xhtml?src=CF.

"Big Bird - Obama for America TV Ad." YouTube. October 9, 2012.


Accessed February 5, 2015. https://www.youtube.com/watch?
v=bZxs09eV-Vc.
"Nothing's Free." YouTube. August 22, 2012. Accessed February 5,
2015. https://www.youtube.com/watch?v=4YfWaERDyS0.
Rutledge, Pamela. "How Obama Won the Social Media Battle in the
2012 Presidential Campaign." Pamela Rutledge Media Psychology
Blog. January 25, 2013. Accessed February 3, 2015.
http://mprcenter.org/blog/2013/01/how-obama-won-the-socialmedia-battle-in-the-2012-presidential-campaign/.
"Spotlight on Poverty and Opportunity." Spotlight on Poverty and
Opportunity. Accessed February 3, 2015.
http://www.spotlightonpoverty.org/map-detail.aspx?
state=Colorado.
"Too Many Americans." YouTube. September 27, 2012. Accessed
February 5, 2015. https://www.youtube.com/watch?
v=ky45CrITPFc.
"U.S. Trustee Program/Dept. of Justice." U.S. Trustee Program/Dept. of
Justice. October 31, 2014. Accessed February 3, 2015.
http://www.justice.gov/ust/eo/bapcpa/20140501/bci_data/median
_income_table.htm.
"United States Census Bureau." Colorado QuickFacts from the US
Census Bureau. Accessed February 3, 2015.
http://quickfacts.census.gov/qfd/states/08000.html.
"United States Census Bureau." Florida QuickFacts from the US Census
Bureau. Accessed February 3, 2015.
http://quickfacts.census.gov/qfd/states/12000.html.
"Will Do Anything - to Get You to Vote - Will Ferrell For Obama."
YouTube. November 4, 2012. Accessed February 5, 2015.
https://www.youtube.com/watch?v=oSP6Y3UUcLM.