Crazy Works?!?
27
2010
What lessons can we learn from the convergence of the entertainment, news, political, and online worlds?
In the just released E-Voter Institute’s report Social Networks Supercharge Politics: Turning Action into Votes in 2010, there is evidence that 61% of those who consider themselves at least somewhat politically active are social network members. The curious twist is that those who are not members of a social network are 28% more likely than social net members to identify as very politically active.
Is this pointing to an opportunity for social networks to find more ways to get those with occasional interests in politics more involved? Or do the truly passionate only respond to town hall meetings, rallies and marches finding the online world inadequate to express themselves?
Amongst this group of politically active it appears that one third are as likely to forward links as they are to attend an event. Clearly these are two different kinds of activities but which is easier for a campaign to conduct and promote and what is the return on investment in the efforts?
When we look at trend data it appears that in 2010 forwarding email and links dropped from 38% in 2009 though equal to what was reported in 2008 (28%). What gets forwarded? We all know the crazier the message or web video, the more likely it will be passed on. It is becoming harder to break through the clutter and while people still like to share links with their friends and family, getting their attention is increasingly challenging.
The E-Voter survey also indicated that dedicated voters (the most likely to vote in all elections) are visiting candidate web sites (55%), searching for candidate information (46%), and forwarding links to web video (35%).
With 32% of the E-Voter survey respondents reporting that cable television is among their top sources for news and current events, the line between news, commentary and entertainment becomes blurred.
First we had the Glenn Beck gathering in August in DC, and now we have the Rally to Restore Sanity and the March to Keep Fear Alive being brought to us by Jon Stewart and Stephen Colbert on October 30, the weekend before Election Day again in DC but also with remote gatherings.
In the echo chamber of the traditional media, announcements of these events were big news. Are these rallies and events in Washington a way for voters to express their concerns? A way to raise awareness about the need to vote? An opportunity to create colorful video that might go viral and promote the organizer? In this general election season what does it mean to be “teapartied”? A rally here, an interview there, dollars spread around from uncertain sources, and certainly a good dose of crazy to get attention and keep the tongues wagging.
What will get the most buzz online? Will those more likely to get politically involved online show up for a real world gathering being put on by an entertainer rather than a politician or will there be enough politicians on the program to confuse everyone? Who will watch the webcast? And just how crazy is it going to get?
It will be interesting to see how independent voters will be influenced by this. The E-Voter 2010 survey indicates that 61% of independents donated to a campaign because they wanted to help the candidate or cause reach a target fund raising goal. I predict that if the tea party candidates can make their campaign the kind of competition Independents understand, they will garner support. The question is does that action turn into votes?
We did have a chance to see crazy up close last Friday when Stephen Colbert appeared before the House Judiciary Committee’s sub committee on immigration. Delivering his testimony mostly in character confused the members of Congress, reporters, and cable news talking heads but it did accomplish the goal of at least calling more attention to the plight of immigrant farm workers. Or depending on your point of view, was an inappropriate place for the Colbert brand of truthiness.
The jury is still out on whether crazy will work on Election Day.
Read the E-Voter Report Social Networks Supercharge Politics: Turning Action Into Votes in 2010. Find the Executive Summary and link to the full report on the E-Voter Institute site. Register for the Webinar on September 29.
Editor’s Note: Karen Jagoda is president and co-founder of eVoter Institute and the host of the weekly podcast, Digital Politics every Thursday on wsRadio.
