Rasmus Klies Nielsen’s Ground Wars brings refreshing focus to the role interpersonal communication can play in even the most high-tech, high dollar, high-profile 2012 electoral campaign. This is an important reality check for those who think it’s all simply a matter of who can buy the best ads. There is, however, another aspect to this question that I’d like to highlight: the difference in whether one employs interpersonal communication as yet another marketing technique or whether it is used to engage people in organizing to become active participants in the political process. This distinction is of particular significance for Democrats who cannot rely on the network of gun clubs, evangelical churches, right to life groups, and tea party chapters that so successfully provided the grassroots base for an ascendant conservative movement over the course of the last 30 years.
Ganz, Marshall. "Organizing as a Campaign Strategy." Mobilizing Ideas, September 3, 2012.