While Web 2.0 can be used to build relationships through interaction with the public it is also a tool that can be used to spread rumours cheaply without mediation. John McCain reports on a visit by Iraqi Foreign Minister Hoshyar Zebari and his meeting with McCain, which he provides photographic evidence of, while saying Barack Obama is speaking to him only by phone. He contrasts this with face-to-face meetings Obama has had with "every tin pot dictator... Ahmadinejad, Khameini, Castro, Chavez, Kim Jong-Il" inferring he talks to enemies not allies. McCain's message questions Obama's ability to manage the complex foreign relations of modern America.
The contrasting image is painted on the Obama blog feed which is very positive and features pictures of Obama speaking today at Flint and the Obama Pride rally, his Father's Day speech, it involves lots of ordinary people maintaining is brand image as the people's presidential candidate. What Obama seems not to do is go negative and personal, he compares himself to those within the system, but avoids personal attacks on the whole. The question is will this undermine his opponent because of his negativity or will McCain's attack undermine the Obama brand?