We Are the Cavalry
by Matt Stoller, Fri Dec 09, 2005 at 01:22:36 PM EST
Here's what guided me as I talked to Crowley. By the end of the Corzine race, both a left and a right wing blogosphere existed in New Jersey, and they were probably of roughly analogous size. The right-wing blogosphere, whose leader was an anonymously authored blog, projected beyond its web readership. This one right-wing anonymously authored blog could, for instance, get its content onto large scale drive time right wing radio. Our blogosphere, which is much cooler and more credible, was centered at BlueJersey. The best they could hope for was getting in the Hotline or on Dailykos, both media outlets which hit limited and non-NJ audiences. So while their blogosphere could talk to 5-10% of New Jersey's electorate, and was clearly read among Republican operatives, our blogosphere could talk to a few thousand immediately relevant people, at most. This is changing, by the way. Bluejersey is starting to be read by the machine in New Jersey, and it is becoming an important place.
Theirs is a replicable model that was first used in South Dakota, and it will be used again in 2006. Senator Thune brags about it all the time, apparently, to other Senators, and the bloggers who were paid by his campaign (for non-blogging work, apparently), are reportedly on his Senate staff. Are we ready for this onslaught? I don't know. The question though that most campaigns ask is 'should I start a blog?' The real question they should ask is 'how am I going to deal with smears and rumors?' And not just on the internet. The right smears people on every medium.
When talking to Crowley, what I didn't make clear enough is that the right framework is not right versus left on the blogs, but the whole conservative message machine as a whole versus the left-wing blogs. In other words, Peter Dauo's triangle. While right-wing blogs currently drive message on a local level, they really aren't powerful in and of themselves. Liberal blogs by contrast are new infrastructure, but we haven't figured out how to make that new infrastructure useful to electoral politics yet.
Right wing blogs have a much easier task than we do. One, the right-wing message machine, including their network of shock jocks, launders their content, and the nonpartisan media often aids this unwittingly. Two, Democrats by and large don't use the liberal blogosphere like the Republicans use the right-wing messaging apparatus. For instance, on average our research is much better than their stuff. However, the right sends their research to their own media and uses the pressure their media brings to get it into the mainstream press. Our people by contrast send our stuff to mainstream outlets, largely to maintain negotiating leverage with reporters. Imagine someone leaking the news of faked national guard documents to Democratic Underground, for instance. It wouldn't happen. That story would go directly to the New York Times, and it would become a relatively milquetoast process story.
And finally, the right-wing blogs are full of experienced pundits like Michelle Malkin and Hugh Hewitt. Our leaders are actually much more capable than these people, seeing as they built what we have now from scratch. But the liberal blogosphere isn't quite as experienced. The right-wing gets the media cycle, how to keep a narrative going, how to embarrass a journalist, and how to craft a story that makes for good TV. This is not our fault. They have experience and connections, having done it for twenty years, and they go to cocktail parties with the people they are trying to influence. We are learning quickly, but we haven't yet gotten to the point where we can consistently create political force from the internet in every nook and cranny of American politics.
Don't get me wrong. We already do a huge amount, for almost no pay, but there's even more to do. Figuring out how to do what we do bigger, better, and more credibly - that's the only way we're going to win this. Because there's no cavalry coming. We're it.
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