In the 1960s, a vigorous civil rights movement took place in the United States, the main content of which was the movement of black Americans against apartheid and discrimination and for democratic rights. After the civil rights movement in the 1960s, the United States broke down the barriers for some very capable blacks to enter the mainstream American society. There are many blacks and politicians active in American politics, including Powell and Rice in the Bush administration. Obviously, after the civil rights movement in the 1960s, a considerable number of black elites entered the mainstream society of the United States, helping the United States to make great progress in solving racial problems. This is the biggest background of the "Obama phenomenon". Without this background, the "Obama phenomenon" has no reason to exist.

"Obama phenomenon" is related to the media's pursuit of sensational effect. The primary task of the media is ratings, and ratings are the fundamental interests of the media, so the pursuit of sensational effects has become the proper meaning of the media, which naturally forms the psychology of voters to follow suit.

The media's pursuit of sensational effect. Obama's successive victories not only increased Obama's self-confidence and cohesion, but also had a great impact on voters, especially those middle voters who have been swinging between Hillary and Obama. It is inevitable to have herd mentality. As for Hillary's complaint that "the American media is not friendly enough to her", and the media likes hype, and generally does not favor Obama or Hillary, but Obama's recent winning streak will be praised by the media. Because the media live by ratings.

In addition, Obama is favored by more media because he is a newcomer and has more news points to explore. Moreover, Obama is a young man after all. As mentioned in the previous paragraph, Obama also pays more attention to emerging media such as the Internet, and it is easier to cooperate and communicate with these people. The media coverage of his "opening a new era" is conducive to his popularity gathering and fund raising.