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Ch. 3, "Theories," Tom
Streeter and Zephyr Teachout
. . . When a
community comes up against alternative systems of meaning
or sudden shifts in the social fabric, previously held
“truths” are suddenly no longer truths but concepts,
available for scrutiny and perhaps change. These can be
moments of both disquieting vertigo and unusual hope; so
much becomes uncertain, and so much becomes conceivable.
The Dean campaign, we believe, was such
a moment. The chapters that follow are in a sense stories
of life at a moment when old certainties dissolved and new
possibilities opened up—stories of life inside a paradigm
shift. . . . .
. . . It is important that the Dean campaign, at least on
the inside, was not itself organized around a belief in
technological determinism. As the following chapters make
clear, the campaign focus was on human interconnection, by
any means: traditional letter writing, canvassing, and of
course varieties of face-to-face encounters from meetups to
house parties to Iowa’s “perfect storm” were always central
to the campaign. . . . Within the campaign, Internet
technology was seen as a tool, as one tool among many, not
as a cause, and certainly not as something whose effects
could be taken for granted.
Broadly, we find it useful to think of
the role of the Internet in the campaign not as a strictly
technological issue, but as something more like
architecture or urban design. The capacity to build with
concrete, brick, and glass is one thing; the specific
design of buildings and neighborhoods is another. The
technological capacity to communicate via computers using
websites, discussion lists, and e-mail was already more
than a decade old by the time of the Dean campaign.
Meetups, blogs, and so forth were a design innovation more
than a technology, in a class with public parks or row
houses. What was new in 2002 and 2003 was the adoption of
new architectures for campaigning at a time of political
crisis, and the social integration of these into political
discourse and organization.
Ch. 4, How a Blogger
and the Dean Campaign Discovered Each Other, by Jerome
Armstrong
. . . Already, even though Dean was stuck at 1 percent in
national polls, something entirely different was happening
within the blogging community. I performed a poll on August
1, 2002, on MyDD, and Dean was in second place to Al Gore,
with 390 users voting: Gore (159) 41 percent; Dean (135) 35
percent; Kerry (48) 12 percent; Edwards (39) 10 percent;
Gephardt (9) 2 percent.
I blogged on August 8, to the community
of Dean supporters, “Taken at face value, this MyDD user
poll is a good indicator for Dean that he is a viable
candidate, and in the thick of the race for the Democratic
nomination for President. … Let’s admit that we have a lean
for Dean. . . . Could it be that we are seeing signs
amongst early adopters when informed of his candidacy,
positions, and persona?” . . .
There was a linkage between mainstream
coverage of Howard Dean in television interviews and the
spike in traffic that it would create on the MyDD pages
supporting Dean for President, as people wanted to learn
more about Dean. A number of other political blogs linked
to the page, and then ABC’s influential “The Note” drew in
a couple of thousand visitors (huge for the time), noting
the election countdown on the page. In the middle of July,
Howard Dean had ventured onto Meet the Press, and hundreds
of new visitors arrived on the website. I didn’t have a ton
of website coding or graphic expertise, and people who
didn’t see the prominent disclaimer and link to Dean’s PAC
website and mistook it for the actual campaign site would
e-mail in advice or criticisms . . .
Ch 5, Something Much Bigger than a Candidate, by Zephyr
Teachout
. . . It was
early February 2003. I sat at a table across from
consultant Joe Trippi and proudly showed him a proposal for
managing the volunteers in the seventeen states for which I
was responsible as a new deputy field director. I started
talking him through a plan involving three volunteer
groupings in each state, communication charts built like
Amway or Tupperware. Trippi looked at my charts blankly for
a moment and then started staring over my shoulder and
shaking his head. “You are approaching this all wrong,” he
said.
Then he told me the story of Cortés.
When Cortés came to conquer and pillage
South America, Trippi said, his men landed on the shore and
made an initial assessment. They found thousands of
warriors laying in wait, and reported to Cortés that attack
was impossible and they would surely be slaughtered. He
listened and took their counsel—we’ll camp on the beach for
the night, he said, and leave in the morning.
That night, while his men slept, Cortés
ordered one of his aides to take a small rowboat out to the
ships and burn them.
In the morning the men woke and saw they
had no escape. So they fought with the fury of people who
have nothing to lose.
This, he said, is the Cortés
campaign.
Ch. 6, Swept Up in “The Perfect Storm", by Bobby
Clark
. . . The campaign’s technical challenges were worse than
Abbey had described. Many of the computers had been
purchased from UVM surplus. The only server was also being
used as the desktop computer for the reception desk, and it
was riddled with viruses. So I spent most of my time trying
to play substitute for a real IT staff.
I was in between putting out technical
fires one afternoon when Rick Ridder emerged from a meeting
with Governor Dean and informed me that I would get a shot
at designing the site. That was the good news. The bad news
was that I would have very little time to propose
something. In two days Governor Dean would compare whatever
design I proposed with the other alternative that was
already in progress and then make a decision. Two days
wouldn’t be enough to go through any kind of serious design
process. A design process is supposed to be thoughtful and
thorough, and, realistically, should involve multiple
iterations. But in the hyper-condensed timeline of a
campaign, you rarely have the luxury of fretting about how
things are supposed to work—you just have to get it done.
Fortunately, I had already worked with some designer
friends to create a demo Dean for America website to gain
Rick’s confidence and prod him into letting me work on
Dean’s Internet effort. With no time to do anything else,
that demo site would now have to become my proposal to
Governor Dean.
There was just one problem. When we
created that demo, we had no images or other content to
work with. There was an existing campaign website, of
sorts, but it had almost nothing on it—a logo, minimal
copy, and only a couple of photographs that weren’t
particularly good. So we had created the demo site using
images from various West Wing sites. The Bartletts had
stood in as the Deans. . . . So we did the best we could
with very little content to modify the demo site and turn
it a Dean for America design, using the real Howard Dean
instead of Jed Bartlett. . . .
Ch. 14, Email: Sign your own name, by Kelly Nuxoll
Nicco introduced me to
Zephyr Teachout. “How do you manage your e-mail?” she
asked.
“What?”
“We’re hiring as you as the e-mail
manager. I think that’s a fair question. How do you manage
your e-mail?”
“I pretty much put it in folders with
people’s names on them.”
“Makes sense,” she said. “You’re hired!”
Great—but to do what? No one seemed to
know. The only thing that seemed clear was that e-mail
mattered to everybody: the finance department used it to
invite supporters to fund-raisers, the field department to
advertise events, political to inform voters about voting
locations and elections, the web team to establish the
message. Somehow, I would have to streamline e-mail with
the rest of the campaign. . . .
Ch. 19, The Legacies of Dean’s Internet Campaign, Zephyr
Teachout and Thomas Streeter
. . . In coming years, Dean-inspired politicians will have
substantial political power in the United States. The
historical legacy of the campaign is often spoken about in
indirect terms: It showed what was possible; it opened the
doors to technology. But the direct legacy of those who
were involved is also a critical part of the story. A
nontrivial number of the people who commented on blogs,
attended events, and suggested strategies were
fundamentally reoriented by these experiences. The campaign
was open to genuine voice, distributed political authority,
and strategic ideas from the edges, so that people
experienced being taken seriously and having impact.
Hundreds of thousands of people who had
never previously been engaged in politics became authors
and found a political voice and political authority. Pam
Paul, Aldon Hynes, and Josh Koenig are both extraordinary
and representative: Before 2003, they had not imagined
themselves as political actors and political strategists,
but their interaction with the campaign led them to
understand themselves and their role in U.S. electoral
politics differently. Even Amanda Michel, Michael
Silberman, Nicco Mele, and Bobby Clark—who, though
political novices, entered as paid campaign
professionals—were transformed by their experiences, and
speak about democracy in a language that is unlikely to
have come from any of them five or six years ago.
The direct legacy of the 650,000 people
who were on the Dean e-mail list, the over 1,000 people who
led local meetups, the over 1,000 people who managed
listservs on local and constituency topics, and the people
who collectively organized over 3,000 events a month for
several months in late 2003 should not be underestimated.
Over 100 communities created their own
post-campaign political organizations—or active chapters of
national groups—that comment on policy, send out press
releases, endorse candidates, and perform public service.
Many of these are incorporated nonprofits with strong
structure and funding. Latinos for Texas, for example—a
Texas group with thousands of members and over 25 events a
year—is managed by Mario Champion, a technology educator
who involved himself in politics because of the Dean
campaign. Ben Stanfield, the founder of the Draft Obama
website, which organized thousands of people to attend
events in New Hampshire, Maryland, and around the country
in an effort to jump-start Obama’s grassroots efforts,
became politically active through Dean meetups.