Jeff Jarvis has an interesting post on presidential campaign weblogs. His three main points:
1. In terms of policy and substance, presidential campaign weblogs are not two-way. They are necessarily one-way.
2. In terms of policy and substance, presidential campaign weblogs must be essentially propagandistic.
3. In terms of organization, presidential campaign weblogs and community effectively exploit their participants.
As a debunking of the starry-eyed, campaign blog-as-Woodstock meme, good stuff. Howard Dean and Joe Trippi are trying to WIN AN ELECTION, not run an encounter group. Ditto the other candidates using or about to use the Internet to manage their campaigns. That's the whole point of setting up your own parallel media.
But I think Jeff sells short the collaborative possibilities of an Internet campaign.
The whole two-way vs. one-way communication construct is flawed to begin with -- with thousands of people in the field communicating with EACH OTHER via the blog comments and their own interlinked blogs and face-to-face, individuals get to choose their own issues and passions, and to inform each other of those things. Obviously they must choose from the candidate's menu, but they are not restricted to talking points chosen by campaign staff.
So what about Jeff's argument, that policy and substance must flow from the candidate, not from the campaign at large? True to some degree -- candidates must set their own agendas -- a finger to the electronic wind is not leadership. But ideas do bubble up. Dean has been accused of riding the anti-war theme, for example. And according to Elizabeth Edwards, her husband's campaign started talking more about a tax credit issue after it was raised on the campaign blog.
Exploiting participants -- hell, yes, but the key is that the participants aren't all told what to do, but turned loose to do what they do best. Dean has used his blog to find talent (eg, programmers for the DeanSpace project) and to get slogans ("People Powered Howard," "The Tea is in the Harbor") and tactics and tools (flyers, activities, etc.) And volunteers are running things at thousands of local meetings. They may not set policy, but they ARE substance.
As for campaign blogs being propaganda, well, yes, but it's a more sophisticated -- and honest -- message than just air-brushing out a disgraced marshall in the May Day photo. The Edwards blog, for example, has a permalink to my blog, even though I have not been a cheerleader for the campaign. Credibility means at least acknowledging critics, which Dean's blog also does. When people can talk back, and talk to each other, tight control of the message is not just impossible, it's undesirable.
Recent Comments