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A fancy way of using websites and social media to make your fans feel like they're part of a big mess that everyone's stuck in together.
'I'm not a fan of the Obamathology. I just like being yelled at by a robot.', A confused voter on Twitter
'You think you're helping? You're just making the mess bigger.', A campaign manager to a volunteer
'Obamathology is like a group project where everyone failed but no one admits it.', A student in 2012