When the books closed on the Democratic presidential aspirants' second-quarter
fundraising drives, it was clear that Howard Dean's anti-war, anti-Bush
rhetoric, combined with his use of the Internet, had successfully whipped
up a sizable bloc of liberal, protest-oriented supporters in the early
stages of the campaign. He had raised more than $10 million since the
start of the year, much of it in small donations through the Web; well
over 50,000 supporters were gathering to support him through Meetup.com;
and he had won a 44-percent plurality in the straw poll staged by the
online liberal activist group MoveOn.org. There was a fevered buzz:
Dean, everyone surmised, had ascended into the "first tier"
of presidential candidates.
But the buzz largely missed what should be an alarming revelation for
Democrats: The Internet may be giving angry, protest-oriented activists
the rope they need to hang the party. The vaunted new medium for grassroots
political organizing may in fact be contributing to the Iowafication of
the nominating process, disproportionately magnifying the voices of the
activist groups with the loudest, most combative, and populist voices.
The effect has been like two currents flowing together: Caucuses like
Iowa's are briar patches where born and bred activists flourish. They
are run according to complex procedures, and they exclude independents.
The arrival of the Internet has provided a powerful set of tools for activists
to get organized well in advance of the already front-loaded nominating
season -- a period when, almost by definition, activists are the only
ones focused on politics. Using the Internet, Dean has achieved a virtual
mind meld with those activists by capitalizing on their visceral hatred
of President Bush and disdain for moderate Democrats. When all is said
and done, the new dynamic could lead Democrats right into the hands of
President Bush, who wants nothing more than a liberal Democratic opponent.
That Howard Dean has been the one to prove to the political world how
the new dynamic works is a bit of a surprise. As governor of Vermont,
he styled himself as a centrist. But on the presidential campaign trail,
Dean tacked early and dramatically to the left, not just opposing the
war in Iraq, but actually demonizing centrist Democrats who supported
it. His borrowed refrain was, "I'm here to represent the Democratic
wing of the Democratic Party." And it was that message that seemed
to pay him the greatest dividends on the Internet. It resonated powerfully
with the influential, protest-oriented MoveOn.org crowd, whose
willingness to pony up cash for its causes was a decisive factor in Dean's
second-quarter fundraising efforts.
It's worth a look at how Dean used the Internet to build his early momentum.
It is a story with useful lessons for future campaigns and at least one
cautionary tale for Democrats and Republicans alike. The lessons have
to do with specific techniques -- some technical, some tactical -- that
the Dean campaign has proven can be successful in drumming up support
online. The cautionary tale is about red-faced anger and indignation of
the irrational sort that most appeals to activists and "base"
voters on either end of the political spectrum. That brand of outrage
has proven to be potent fuel for fanning a populist fire online. The medium
and the message help the outraged find each other.
There is no question that Dean has broken new ground to get to the point
where he now sits. The Internet is not a sideline or an add-on to his
strategy; it has been central. His campaign has not one website, but many,
including an array of volunteer-run sites, such as deandefense.org,
the staging area for the "Dean Defense Forces," a rapid response
network that aims to saturate the Internet and the news media with pro-Dean
opinion pieces at even the slightest provocation from some opponent or
detractor. For instance, the defense forces fired angry emails at the
Democratic Leadership Council's website after a political memo last May
warning of the dangers of kowtowing to interest groups on the left.
Meanwhile, in addition to its standard-fare official website, deanforamerica.com,
the Dean campaign also maintains a weblog called blogforamerica.com
that plays a curious role in keeping activist supporters emotionally invested
and engaged in the campaign. To read the blog is to enter a sort of free-ranging,
interactive version of "The War Room," the cult documentary
film about the 1992 Clinton campaign, which focused largely on the campaign
workers, and not on Clinton. On blogforamerica.com, Joe Trippi, Dean's
campaign manager, is a revered hero, as James Carville was in the Clinton
campaign film. A team of webmasters buzzes around the website, carrying
out Trippi's instructions, just as traditional campaign aides did around
Carville. The webmasters and Trippi post frantic comments -- as frequently
as dozens of times a day -- about each new detail in the campaign: preparations
for upcoming events, fundraising drives, letter-writing efforts, speeches,
and opposing candidates' spin. The postings are often in the first person,
and they frequently drift informally from the business at hand into the
campaign workers' personal trials, tribulations, exhaustion, and need
to do laundry. It is part sitcom, part soap opera. Enthusiastic campaign
supporters participate in the drama, posting their own comments in related
discussion areas. The interactivity and the cacophony of voices help create
a sense of energy -- the feeling of a movement.
"People want to know what's going on in the campaign. They want
that connection," said Max Fose, Internet manager of the McCain 2000
campaign. Plus, the Internet is a naturally hungry medium; it wants to
be constantly updated with fresh material to keep people coming back.
"The blog is an excellent idea," said Fose. "They're feeding
the beast."
Feeding the beast with what, though? The Dean campaign message
that has stirred such a storm of interest online isn't really a message
at all; it's a mood. While many other candidates in the race have put
forward a menu of proposals large and small that they would undertake
as president, Dean in the early stages of the campaign has in effect said
to his audience, "My blood is boiling. If yours is, too, then I'm
your guy."
That mood message has succeeded at revving up people animated by their
hatred for Bush, their lingering resentment over the Florida election
fiasco in 2000, and their more recent opposition to the war in Iraq. Trolling
the discussion boards in some of the unofficial Dean fan sites, one finds
scores of people who say they are backing Dean because, as one poster
says, "Bush is evil."
Dean channeled that anger into his appeal to the 1.4 million protest-oriented
members of MoveOn.org. "If you are as tired and angry as I
am about the manipulation and lies, then please join my campaign,"
he said in his plea for the group's endorsement in its June 24-25 online
primary vote.
MoveOn.org was quick to point out that the total of 317,000 votes
cast in its mock primary surpassed the total number of votes cast in the
2000 New Hampshire Democratic primary, Iowa caucus, and South Carolina
caucus combined. But who were the MoveOn.org voters? It's a big
mystery. The group asked pollster Stan Greenberg to conduct a telephone
survey of its online primary voters to verify the results of the vote.
(Everything checked out as legitimate.) As part of the verification process,
Greenberg also asked demographic questions and found, not surprisingly,
that MoveOn.org members are younger than the actual electorate,
and better educated. But that still leaves the most vexing question about
the impact of Dean's online juggernaut: How does online politics relate
to offline politics? How many of the people who "click here"
will also get out and walk precincts, or even vote? What issues and messages
most resonate in cyberspace, and how will that affect the larger political
debate and the elections?
The truth is that Dean's excellent Internet adventure may fall short
because, at the end of the day, his supporters are still a small band
in a big parade. In fact, they're probably not even representative of
the online population's opinion. A January 2003 Pew Research Center poll
found that 67 percent of Americans go online to browse the Web or use
email, and of those people a significant plurality -- 41 percent -- said
they consider themselves to be political moderates. The next biggest group -- 35
percent -- identified themselves as conservatives. And just 19 percent
said they were liberal. That picture was corroborated by party affiliation.
Thirty-two percent of those who go online said they are Republicans. Twenty-nine
percent said they are Democrats. And a plurality -- 38 percent -- said
they are not affiliated with either major party. These are the same trends
that have long been apparent in offline polls by Gallup and others.
"The Internet is a bell curve," said Jonah Seiger, an Internet
strategist and visiting fellow with the George Washington University Graduate
School of Political Management. In other words, if you plotted everyone's
political views on a left-to-right scale, you would find a big bulge in
the middle. "The edges are active, but smaller," said Seiger,
"and the vast middle is open to arguments." So the electoral
math that has plagued Democrats since well before the rise of the Internet
is still true in cyberspace: The party cannot put together a winning coalition
without appealing to moderates.
MoveOn.org co-founder Wes Boyd doesn't buy the big bulge theory
of the Internet. In his experience, he hasn't found what statisticians
would say is a standard distribution across the political spectrum. "I
believe we are working with a bi-modal distribution," Boyd said.
"There is no center."
Boyd sees a big group of populists united in their outside-the-Beltway,
"anti-elitist," and anti-corporate points of view. They are
animated in their opposition to the war in Iraq and their concern for
civil liberties, he said.
It is quite likely, of course, that the reason Boyd hasn't seen any evidence
of political activity in the middle of the political spectrum is because
moderates don't frequent MoveOn.org. Instead, they likely spend
their online time elsewhere, doing mundane civically oriented things,
such as reading mainstream news sites. In May 2003, for example, MoveOn.org's
website had about 436,000 unique visitors, according to the audience measurement
consultants comScore Media Metrix. In the same period, CNN.com
had 22.7 million unique visitors; AOL's news sites had 24.2 million; and
MSNBC.com had 21.8 million.
But there is also another, simpler explanation for why fringe groups
would be using the Internet better than mainstream campaigns: "Because
they have to," said Fose, McCain's Internet manager.
Certainly, the fringes of the political spectrum are active online on
heavily trafficked discussion boards such as the left-wing democraticunderground.com
and the right-wing freerepublic.com. Dean's fiery message resonates
in the left-wing haunts. He is the favorite son on democraticunderground.com,
according to the site's proprietor, David Allen, and the people posting
on that site are an animated bunch. Much of what they post -- about
Bush, and about moderate Democrats -- would not be appropriate to repeat
here.
But the question remains: It's easy to activate the activists, but what
about everyone else?
That will be the real test. Recent political history strongly suggests
a liberal protest coalition simply doesn't add up to enough votes for
a Democrat to win a national election.
Perhaps the closest parallel to the Dean strategy is the dot-com companies
of the late 1990s: Accumulate eyeballs now and fill in the blanks on their
business plans later. If, in the end, the early hype and glory of Dean's
Internet campaign goes the way of the dot-com bust, then historians may
rightly conclude it was for similar reasons.
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