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Web 2.0 gives birth to Politics 2.0

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When it comes to adapting information technology, Washington is always about two years behind the rest of the country. So it makes sense that, finally, Web 2.0 is catching hold and gathering momentum here, in early 2007.

Washington’s political operative and consulting class has been energized by the early start to the 2008 election. And no one is ignoring the Web this campaign cycle. Call it Politics 2.0, and watch how it changes the media power balance when it comes to political discourse.

Consider YouTube’s YouChoose ’08, which last month launched its online channels for presidential candidates – and has 13 of them in a fortnight. Yahoo’s presidential election site is attempting to build community around Flickr photo-shoots of candidates on the stump. MySpace is likely to start a presidential space of its own.

Sure, every major candidate has paid lip service to glories of the Internet since 1996. Bill Clinton invoked the “information super-highway” and connecting classrooms to the Internet. Bob Dole clumsily mangled his campaign’s Web address during a presidential debate.

That was all window-dressing. Their teams – and their successors’ teams’ in 2000 and 2004 – mostly hired a few geeks to play politics on computers. The real campaigning went on in the broadcast television networks and in the pages of The New York Times and Washington Post.

That’s about to change. There is an energy about electoral politics and the Internet that is different this time around. Almost all of it has to do with maturation of software and social networking models that could upset the pre-ordained dance between candidates, media and voters. Already, we’ve seen John Edwards make YouTube a big part of his campaign, with others close behind.

To put it in other words, can Web 2.0 in 2008 truly displace the “MSM” as the premier medium of political discourse? Can the blogosphere bring down the mass-market media stage?

It could. Or at least it might. So says Joe Trippi, former campaign manager to Howard Dean. Sure, Dean lost. But Chuck DeFeo, who was eCampaign Manager for Bush-Cheney ’04, agrees completely with Trippi’s analysis. Now he’s trying to harness conservative backlashers – the people who do “not believe that Dan Rather was reflecting” their views – to congregate at Salem Communications’

Trippi and DeFeo were only two of the geek-politicos that gathered last week for Politics Online, the annual conference of the Institute for Politics, Democracy and the Internet at George Washington University. Optimism about the Politics 2.0 was high.

Even NYU Journalism Professor Jay Rosen, who predicted that candidates would use Web 2.0 technologies as a “symbolic gesture” but “keep things exactly the same,” was bullish on blogs and wikis. They would do for citizen journalism what his previous calling – promoting “public journalism” in an (unsuccessful) effort to get the press to focus on election issues, and not the horse race – could never do.

Also represented at the conference were the creators of innovative sites like TechPresident and, or “the YouTube Campaign.” Online strategies herald new voter engagement that will “make politicians more accountable, creating a virtuous circle where elected officials who are… less top-down are rewarded with greater voter trust and support,” wrote TechPresident creators Andrew Rasiej and Micah Sifry.

But if Politics 2.0 benefits smart politicians and engaged voters, who loses from this new turn of affairs? The mainstream media!

Indeed, the most entertaining part of Politics Online came from a panel that pitted bloggers versus MSM: Rosen and Jeff Jarvis of and PresVid against Jim Brady, executive editor of the, and David Plotz, deputy editor of Slate (now owned by the Washington Post).

Plotz said that Web traffic shows that horse race is what readers want – and don’t “want to eat their vegetables.”

“Journalists are convinced that no one wants ‘issues’ stories,” countered Rosen. “I don’t think that is going to change. The wild card is all the people excluded by the earlier process and all the things they can bring.”

If there’s a king-maker in Politics 2.0, it won’t be the likes of The New York Times or the CBS evening news.

By there may still be an opening. Consider an off-handed comment at the conference by Eliott Schrage, vice president of global communications for Google: “We have reached out to all the candidates and invited them to come to Google, to talk technology and policy, and maybe even grab lunch. And we are going to put those videos up if we can, and if the candidates permit us, on our web sites as well.”

Is it possible that the most consequential media pilgrimage a candidate makes in the 2008 election will be to Google’s headquarters in Mountain View, rather than to the mid-town Manhattan news rooms of The Times or the CBS Evening News?

32 Responses to “Web 2.0 gives birth to Politics 2.0”

  1. Drew,

    An insightful post and overview. I have enjoyed checking out everyone’s site offerings. We here at Knover just launched a site called Pundits2008 focused on allowing people to make themselves heard. Our offering fits in between a personal blog and a comment section of an online magazine. It is for those people who have ideas and opinions that they want to express regarding politics but lack a satisfactory forum to do so. We feature a prominent rating system that provides community based moderation and also feature Knover’s associative search technology which analyzes web articles for relationships between politicians and other notables. Oh and we have a photographic “tick-tock” of the candidates’ schedule.

    I hope you all enjoy.


  2. Hate to jump on the “Pimp my web2.0 political app” bandwagon, but circular logic aside we’re starting a new aggregation tool called Politic2.0 and are going to apply a blog relevency search engine called “TagJungle,” along with a wiki specifically created to review people, places, things and ideas (WikiReview) and try to create useful metrics that the public can both understand and help create. We essentially want to help people make their voices heard, and we think WikiReview, TagJungle and Politic2.0 will accomplish it., and for more info.

  3. A critical part of a successful internet campaign is getting voters online and to the correct place online.

    Our company specializes in driving event attendees online and we’ve been working with a Kentucky candidate for governor this year. Things have been going well so far.

    Here’s a sample page that a voter at a campaign stop would land on:

    Once here they can send their photo to other voters, add it to various social networks, donate to the campaign, etc. It’s experiential marketing that works much the same way as it does for a brand.

  4. Check that out. Obama has 10x the views over any other candidate.

    With all the primaries in February, radio and TV will no longer matter. No candidate will have the cash to cover all states. 2008 is the year the race will be played out on the net.


  5. Great comments. I discuss this at The web is a major driver in getting candidates to start earlier. I also believe it is giving no-name candidates an incentive to run because they believe they can move the “viral” effect in their direction. All of them have been elected to someone in the two major parties, they believe in our current culture, they could really make things happen for them, I’m sure.

  6. Intense Debate is for real-time debating. It will be THE place for debate to occur on the internet. I created it because I am sick of forums and overcrowded chatrooms. Look for us to release something early next month.

  7. Drew, this is a very insightful analysis. This is exactly the content area that we cover at Politics 2.0 (click on website link) with leading political contributors.

    Thank you.

    Alex Hammer
    Managaing Editor, Politics 2.0

  8. Great post.

    Like the previous commenter, I too am developing a web-space to cater-to, and take advantage of the opportunities emerging on the intersection of politics and the web. It seems that the politics has grown on the web has been via blogs; however we see an opportunity to design a multi-partisan, political education and social-networking website, intended for individuals of various political persuasions to contribute, research, discuss and create communities based around their political beliefs. We want to stress that we aren’t just trying to focus on only Republicans and Democrats, and we want to provide information and debate on topics that span further than just the Presidential election (i.e. alternative political theory and philosophy, social activism, and local candidate information, etc.), and we want the users to take control in steering how the content and information are created and maintained.

    Again, thanks Om for shining light on the emerging political web-revolution, and hopefully some of your readers interested in becoming apart of this movement will check us out.

  9. Drew – Nice story. The traditional media companies (broadcast news organizations, etc.) potentially have a lot to loose. Just like the candidates, they need to get smart about “building a network” that aggregates persistent viewers.
    We wanted to experiment with the development of web viedo networks for presidential candidates and created an experimental web site – The site aggregates presidential candidate video content from every possible Web video news source. The aggregated content – grouped into “playlists” for each candidate – can then be syndicated around the Web in a realtime Flash embed we call the “Channels Badge”. Could be an interesting web site for news aggregation. Could be a more interesting tool for political campaigns themselves to get supporters to embed the badge and, through it, carry the centrally-programmed campaign message on their blogs, web pages, social networks, etc.
    We did this just as an experiment and are looking for someone to take it over. Anyone out there interested??

    Sean Doherty, CEO