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Tea Parties: Conservatives' New Media Launch?

Joshua Sharp

Posted: Apr 19th 2009 12:20AM

Filed under: US Elections, Politics, USC, Media

The "tax day tea parties" this week marked arguably the most visible sign of a conservative uprising since before Bush 43's presidency, with over 300,000 estimated attendees across nearly 350 cities nationwide.

But the larger impact embodied by these protests is a bit more subtle: It shows that conservatives have discovered new media in a very powerful way.

Political campaigns of all ideological viewpoints have long gathered e-mail lists of supporters and built professionally-designed websites to serve as their online presence. But only recently has the Internet evolved to serve as a global town hall, with activists uploading pictures and videos from events held around the world, and networking tool, with registered organizers pooling resources and sharing plans.

In the last election season, both Barack Obama and John McCain created social networking sites and event registration tools in addition to Facebook pages and a YouTube channel. The Obama campaign was more successful with these tools for a variety of reasons (younger base of supporters, ridiculous talent on staff), but the online media landscape is changing so rapidly that conservatives have a real chance at surpassing the most impressive techniques of the '08 cycle.

Beyond the ideological debate behind Wednesday's protests, the fact remains that hundreds of events, sometimes thousands of miles apart, were linked together by the power of social media, as organizers coordinated events online and exchanged pictures (video, stories, etc.) afterward.

More on new media after the jump...
Politico's Jonathan Martin co-moderated a panel Wednesday -- the same day as the tea parties -- with USC Unruh Institute of Politics director Dan Schnur on "Political Organizing in the Internet Age." I served as a panelist alongside some more experienced campaign experts; here are a few highlights:

- Message still paramount. Almost every panelist agreed that campaigns must use new media to reinforce an established, compelling campaign message. Creating an account on Twitter is useless if it does not engage the campaign's followers in a unique and ongoing way.

- 'Day-to-day combat.' Modern campaigns now have to hire extra staff to manage the 24-hour chatter generated by blogs and online news sites like Politico, said Jennifer Palmieri, senior VP of communications at the Center for American Progress. Leslie Miller, senior communications director at Obama for America, noted that Obama's "bitter" comment went viral on a late Friday afternoon, when campaign staff would normally be winding down from a long week. Instead, the campaign was forced into a flurry of action.

The instantaneous speed of modern messaging creates both a challenge and opportunity in the "day-to-day combat" of contemporary politics, added Adam Mendelsohn, former communications director for Gov. Arnold Schwarzenegger. Though harmful news can spread like wildfire, a campaign's response can be delivered just as rapidly through similar channels.

- Endless opportunities... to succeed, and to stumble. Palmieri suggested that new media makes each individual interview less important, but I disagreed, noting that George Allen is no longer a presidential contender after a certain "macaca" moment, and Sarah Palin's turkey pardon interview is permanently embedded in the public's memory, thanks to YouTube and other media outlets.

Toward the end of the panel discussion, Schnur pointed out that the former managing editor of USC's student newspaper, the Daily Trojan, was present and live-blogging for a new online media outlet run through the USC Annenberg journalism school. Her shift from print to online, Schnur said, was representative of a greater, global transformation.

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