Here are some of the things I learned in this class.

·         Citizen journalism is balancing the perception people have of politicians. In the past, the media reported what they wanted the audience to believe. However, today, citizens are armed with words and images just like the media and are putting forth their perception of the information gathered.

The beauty of citizen journalist is they are connected to the community. Tocci (as cited in Sosnik, Dowd, & Fournier) said that tech-driven citizens journalists . . . are active members of a community, personally invested in how their virtual neighborhood is affected by a corporation or its products” (p. 176). In this case, of course, the corporation is the politician. Citizen journalists are real people freely sharing their ideas and are not worried about generating revenue.

·         The power of politics is in the ability to create a group of people that are passionate about creating a learning community with a common goal. Teachout & Streeter wrote, “What made the Dean campaign different was that all the trial-and-error passion was poured into the goal of winning over and exciting the base” (p. 215). There is an enthusiasm when a community learns together, and the Dean campaign was the model.

·         Citizen journalism and the strength of community will and has changed the way democracy works. Joe Trippi states, “The democratic movement I’m talking about empowers consumers as well as citizens” (p. 207). This empowerment coupled with accountability could inspire the next generation to believe and dream.

Additionally, this new toolbar will “incorporate an RSS feed as well as scrolling news, breaking alerts and two-way communication with supporters,” according to John Weaver, McCain’s former chief strategist. And if that is not enough for you, the new tool bar will be able to track your donations in real time, and you will be able to watch as your donations grow.

It seems like the GOP will be able to gather a tremendous amount of data about a supporter from this tool bar.

In the past, the important data politicians gathered was where and how we live. Yet, now, it might be more important to know what we search for on the internet. This is a brilliant plan: Get fundraising dollars and learn about your supporters search habits.

However, there is a real danger here. The danger is losing the empowerment that the internet has given to normal citizens. This empowerment has renewed political participation and enthusiasm.

All of this might be lost if politicians use the internet to treat people like pocketbooks and statistics. Joe Trippi reminds us there was a backlash “against fifty years of broadcast politics, which treated people as if they were nothing more than fund-raising targets and points on a poll” (p. 104).

It is amazing that this toolbar can generate campaign dollars without a supporter entering their credit card number. However, the GOP should be cautious about how it will use this avenue in fund-raising and micro-targeting. Trippi argues that the measure of great companies and politicians will be the way they build great communities (p. 219).

In conclusion, the GOP has found a new way to leverage technology to raise funds and collect data. However, they should continually ask: Are we building a community where our supporters feel heard and valued?

The most compelling use of technology to build community and empower citizens was done by Texas Rep. John Culberson. Culberson held an e Town Hall. He used ustream.tv to answer questions from his constituents from his Washington D.C. office. In this town hall, he used his web camera to present himself. He used twitter, phone, email, and his website to gather question. In the first 1:30 of the video, there is a very funny slip-up and reaction to the slip-up from a person in the background—it is worth watching, especially if you are a twitter fan. See video here.

I understand this in idea is novel and there are many lesson to learn from this format.

The things I see that need to be done:

1.      Learn to take control of the phone caller. There needs to be some sort of control, so they will not ramble.

2.      The blue light reflection from the screen needs to be neutralized.

3.      The politician or speaker needs to be completely cognizant of their nonverbal behavior (e.g. wiping or squeezing your nose).

4.      Very careful about the people in the background.

I commend Rep. Culberson for engaging the citizens in this sort of dialogue, and there are many lessons to still learn from this type of format.

The Internet tools are creating an empowering dialogue with citizens. This dialogue not only benefits the citizens, it also benefits the politician. Politicians are able to disseminate their message without relying on the interpretation of the press. Additionally, this format works well to get information out to the media and bloggers simultaneously. It will be an interesting tool to follow.

With this lifestyle data political strategist can pretty much predict your vote. If you are like me, you might feel like you are losing your privacy. Well, the data mining is not over.  Senator Charles Grassley (R-IA) submitted this provision that, “essentially would have required that various bits of credit card information and transaction activity be reported to the government so that they could use it to generate information.” Of course, this technology is already in use. It just seems that putting it in a provision as a legal action is giving too much power to the government.

So, the question is: At what point do Americans ask for their credit card information to remain private and confidential.

I know I would like it to remain confidential. It is not because I am paranoid. I would just like to hear politicians speak authentically about their dreams and plans they have for America. I would like to see a leader. Instead, I fear that this micro-targeting will just empower poor leaders that just happen to have good political strategists.

Now, ten or so years later, I am realized that this information was used to microtarget our family in the political world. In the book Applebees’s America (2006) the authors states that the Bush team purchased consumer credit card data. From this data the Bush team knew if people drank wine, skied, or purchased cat food, etc.  

Sosnik, Dowd, and Fournier call this “Life Targeting—because the strategy tracks people based on their lifestyles” (p. 3). Armed with this information the Bush campaign in Michigan used this information to do extensive analysis on each individual. This in turn helped them frame a voter’s positions on hot-button (Sosnik, Dowd, & Fournier, 2006, p. 38).  They used this information to tailor their message to each group of people.

Looking back now, I understand the constant letters we received from the Bush campaign were the result of this micro-targeting.  These letters did seem to speak right to the heart of my core values—integrity and honor.  Cillizza wrote, “Messages are targeted to each individual segment; as a result, the issues you hear about also happen to be the ones you are most interested in.”

Knowing that politicians expertly frame their message to certain groups of people leaves me wondering: Is this process really a part of democracy or is this manipulation an avenue towards repression?

This shift in economic perspective is something McCain should really become aware of. In the following video the panel discusses the idea that the Republican Party needs to become the party of Sam’s Club instead of the Country Club.

McCain needs to reach out and understand that the core segment of Americans in the past couple of months have felt a shift in economic status. This shift could alienate a large portion of the Republican Party, the slipping upper middle class.

People do vote according to their lifestyle choices. Sosnick, Dowd, and Fournier said, “People’s foremost priority is deciding where and how they’ll live and work; and those lifestyle choices are the predicate for every other decision people make—including how they shop, worship, and vote” (p. 38).

If McCain wants to gain the attention of the middle class, he should create a narrative of economic policy that understands families, like mine, are uncertain about their economic future. This economic uncertainty influences my lifestyle choice and in turn influences my vote.

For example, when Kotecki interviewed Ron Paul in his dorm room about his political platform during the presidential nomination process in order to inform and create a dialogue with his audience. He did all of this using a video camera and sent his message via YouTube.

This does not seem much different from Chris Matthews sitting in a small staged area interviewing Mike Huckabee about his political platform during the presidential nomination process in order to inform his audience. All of this was recorded using a television camera and sent via the television.

One difference between network reporting and blog reporting is one is focused on revenue and the other is not—for the most part. Network reporting is focused on making a ROI when they cover an event or issue. Crouse (2003) states, “The networks came to Miami [political conventions] because it was good for business” (P. 155). Whereas bloggers would attend a convention to gather information in order to create a dialogue with their fans.

One similarity is network media and bloggers both want to increase viewership. They both do this by trying to present unique and timely information first.

How the world views information is changing. America has endured this change when the television became the medium of choice over radio, and now, we are experience a shift from television to the internet. Invariably, this change will shift the perception of what journalism is.

Well, it is no wonder why Obama is winning the Internet race. On the Obama site, I was greeted with a friendly video message that inspired me and made me think I am important in this world. I trusted him. Obama clearly understands the power of linking citizenship with emotions. He understands that people seek experiences that “make us think, that make us feel, that help us grow, and that enrich our lives in some way (Bedbury, 2002, p. 106).

Then when I goggled McCain, I clicked the link and I was brought to his home page—no friendly greeting. I thought maybe there is another link that has a friendly greeting, considering it would be very easy to upload a video, but no. The greeting I was given with McCain was a picture of conflict.

Then, I thought do I really want to vote for someone who showcases conflict? No. I understand politics is conflict, but I want to partner with a leader that wants to build something better—a better America.  A good lesson for McCain’s site comes from Joe Trippi. He states, “The measure of a great company will be the way it builds great communities” (p. 219). McCain is not a company but he is a brand that should be focusing on how to build a great community instead of how to push a message.

This election, like most elections, is going to be about making an iconic brand—a brand that builds a relationship with Americans.  Bedbury (2002) says, “An effective brand makes relevant and compelling connections to deeply rooted human emotions or profound cultural forces” (p. 105). It seems Obama is doing this well, and McCain has yet to understand the emotions of the Internet culture.

A politician is framed either positively or negatively by reporters (Crouse, 997, p. 37). Televison and newspapers do not foster debate or dialogue, they were one way communication. This changed with the Internet. Power shifted from media conglomerates, and for the first time, people were able to “share their own opinions” (Graff, 2007, p. 24).

Howard Dean’s campaign took advantage of the Internet’s power and showed how the American people could use it to their advantage. Trippi, Dean’s Campaign manager, understood the power of connecting people on the Internet. He wanted to make Dean the Internet candidate. Trippi states, “When you looked at him [Howard Dean], you were going to think Internet and personal empowerment” (Tripp, 2004, p. 100). Eventually this message of empowerment was used at the end of Dean’s speeches. He would say, “You have the power!” (Trippi, p. 123).

Obama has used the lesson learned by Dean—empower the people. The headliner on all of Obama’s Internet pages asks people to believe in their ability to produce change. Obama’s headliner asks people not only believe in him but to believe in themselves.

The Average American Person Will Give to Your Campaign

The Dean campaign successfully ran an unprecedented online fundraising campaign. One of the tactics was to use a baseball bat as gauge to communicate to citizens the needs and successes.   Trippi (2004) wrote, “A baseball bat went up in the corner of the Dean for American Web site announcing our fund-raising goal of $4.5 million” (p. 130).

Dean Campaign Baseball Bat Example

Obama has successful utilized the Internet to communicate their financial goals and solicit funds from the American Citizen.  On June 30^th they ran this campaign:

Citizens Come Together and Unite for a Cause

The Dean campaign took advantage of Meetup.com. This Web site connected people within a geographical location with common interests to come together. By the end of the campaign Dean had over 190,000 members (Trippi, 2004, p. 86). The Dean members would meet once a month to talk about issues and to do whatever it took to grow the campaign.  For example, the Dean campaign launched a major letter writing campaign to get the message out in states like Iowa and New Hampshire (Teachout & Streeter, 2008, p. 118).

Dean Campaign Meet-up

Obama has developed an effective recruiting video that is placed on his website to encourage people to “belong to something larger than ourselves” (Bedbury, 2003, p. 92) and this begins when people come together in small groups. He asks people to unite for change and attend or host a house party.

http://link.brightcove.com/services/link/bcpid900881681/bclid900480414/bctid1636542631

Conclusion

Howard Dean’s campaign used the Internet to explore new ways to communicate with the American citizen, and Obama has learned from his discoveries.  Obama is empowering the citizens, fundraising, and uniting people to further his bid for the presidency.

References

Bedbury, S. (2003). A new brand world. Penguin Books: New York.

Teachout, Z. & Streeter, T. (2008). Mousepads, shoe leather, and hope.  Paradigm: Boulder, CO.

Trippi, J. (2004). The revolution will not be televised. Regan Books: New York.

For example, citizens still need to sit next to child and help them learn to read. Rushkoff, in his blog Beyond Brand Obama, reminds Americans that we may want better schools and a better economy but those things do not just transpire from good legislation or a charismatic leader.

The change we want, like better communities, happen when people choose to live out these goals.  People need to come together as citizens. We cannot fallaciously believe that complacent online fans turn into citizen. Citizens are people that act it out in their communities.  Peter Block states, “Citizenship is a state of being. It is a choice for activism and care” (p. 65).  Technology is great at organizing and moving information but the true citizen is a person that takes action.

Howard Dean’s 2004 Democratic nomination campaign successfully used the Internet to empower people to become citizens. They did this by organizing people by using Meetup.com. Dean never failed to say at the end of his speech “If you want to do something, go to Meetup.com” (Tripp, 2004, p. 98).  This was so successful that in Los Angeles one of the Meetup groups attendance soared to 200 people (p. 99). The Internet was organizing, moving information, and creating a place where people could become a citizen.

On the other hand, many of the 2004 candidates made the mistake of using “static web sites with no places for people to get involved” (Tripp, 2004, p. 101). These web sites just pushed information and expected the citizens to be complacent viewers. They did not want to engage in a dialogue and that came across to citizens as a lack of respect (p. 101).  This type of campaign does not encourage citizenship. Instead, it makes people feel like their only value to this country is their vote. 

Changing America won’t come from a new leader that can use technology. It will come from a leader that can use technology to inspire people to become a citizen and not just an online fan.

References

Block, P. (2008). Community: The structure of belonging. San Francisco: Berrett-Koehler.

Rushkoff, D. (2008, June 23). Beyond brand Obama. Personal Democracy Forum techPresident. Retrieved on June 27, 2008, from http://www.techpresident.com/blog/entry/26618/beyond_brand_obama

Tripp, J. (2004). The revolution will not be televised. :New York: ReganBooks.