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Mr. Greenwald’s McCain videos, most of which portray the senator as contradicting himself in different settings, have been viewed more than five million times — more than Mr. McCain’s own campaign videos have been downloaded on YouTube.

Mr. Greenwald shows how technology has dispersed the power to shape campaign narratives, potentially upending the way American presidential campaigns are fought.

But in the 2008 race, the first in which campaigns are feeling the full force of the changes wrought by the Web, the most attention-grabbing attacks are increasingly coming from people outside the political world. In some cases they are amateurs operating with nothing but passion, a computer and a YouTube account, in other cases sophisticated media types with more elaborate resources but no campaign experience.