Or, how the Obama and McCain campaigns dealt with the Internet. CJR has the interesting analysis:

Barack Obama's campaign reaches out to activist bloggers in order to communicate with and mobilize campaign volunteers and feed them into its online social networking site, MyBarackObama.com. In contrast, John McCain's campaign takes a top-down approach, using blogs-many of which it helped incubate-as an echo chamber for channeling mostly anti-Obama attacks into the mainstream media, in order to create an impression of grassroots online support.