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The presidential candidate's campaign faced the threat of being derailed following a scathing depiction of him posted by an individual citizen. Regardless of whether the claims made against the candidate were truthful, the message already had gone viral, and the candidate's campaign flailed in its efforts to respond. Finally, one of the candidate's supporters not affiliated with his campaign repackaged the critic's depiction into a new theme, one that resonated positively with voters. The repackaged message itself continued well beyond its original posting as it was replicated in different forums time and time again.

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This document was originally published by New York University Press in Controlling the Message: New Media in American Political Campaigns. Copyright restrictions may apply.