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The 2008 Obama election campaign suggests a new campaign model by organizing, based on the model of the grassroots organization, a huge number of volunteers who were recruited using online social networking.
This study focuses on the grassroots campaign of Obama, which relied heavily on community organizations formed through online social networking. It discusses what are the theoretical and empirical backgrounds of Obama campaign, how the campaign expands the experience of community organization at the local level to the national level, and what are the features of the grassroots campaign and its organization.
The Obama campaign provided the individuals with the opportunities to participate in the political campaign actively and enthusiastically by designing the campaign organization in the way that the participants themselves can organize a campaign and establish the strategy fitting the local needs and circumstances. The volunteers were trained through participation and could beequipped with the skills and leadership ability to mobilize people. For this new paradigm of campaign, three elements played pivotal roles: online social networking possible by opening of the web 2.0 era, Saul Alinski’s community organizing model, and Marshall Ganz’s strategic methodology based on relationship building.
The civic infra developed during the campaign period continues to play an important role as a national grassroots organization by engaging actively in the process of legislation and election campaign. In this vein, the Obama campaign has a significance not only as an effective campaign strategy but as a practical model contributing to progress of participatory democracy founded on social capital and civic engagement.

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