Back in April, Rolling Stone's very insightful Tim Dickinson reported on U.S. Sen. Barack Obama's presidential campaign and its Machinery of Hope, which has fueled its astonishing orbit.
Dickinson's article was a ground-level look at the new politics of the 21st century.
What's out? The old, top-down, endorsement-driven, party-controlled campaign of yesteryear that relies almost exclusively on television advertising and sound bites on the evening news.
What's in? A bottom-up campaign that weds the grassroots and netroots; a campaign in which television is still important but less so as New Tools such as the Internet, social netwroking, mobile phones and microtargeting have become de rigeur since the Howard Dean Revolution. (For more on these New Tools, check out our New Tools series here).
In his April piece, Dickinson quote Simon about this new type of politics:
"That's the magic of what they've done," says Simon Rosenberg, president of the Democratic think tank NDN. "They've married the incredibly powerful online community they built with real on-the-ground field operations. We've never seen anything like this before in American political history."
Dickinson is back in the latest issue of Rolling Stone with a new piece on Obama, and so is Simon.
In this report, Dickinson explores Obama's Brain Trust, a fascinating glimpse into Obama's inner circle of staff and advisers. It's clear that Obama's circle understands the new politics of the 21st century. As Simon says of the campaign in the article's lead quote:
"The size and scale and sophistication of the Obama enterprise — it's like a multinational corporation compared to the mom-and-pop nonprofits of previous Democratic campaigns," says Simon Rosenberg, president of the progressive think tank NDN and a veteran of Bill Clinton's 1992 run. "And it isn't just bigger — it's a better model, it's more democratic, it taps into the power and passion of everyday people."
And there you have it -- a summary of the new 21st century politics that Obama has so successfully tapped into. Here at NDN and NPI, we call it the "virtuous cycle of participation."
In a post from earlier this year, Simon defined this new phenomenon:
A Virtuous Cycle of Participation - Finally, Obama has one very powerful advantage in these final days that is hard to see and evaluate - the power of his virtual community across the country. We saw the power of this community with the truly extraordinary amount of money it raised for him in January. But equally important in these final days will be the virtual door knocking these millions of people will be doing - emails to their address books, actions on MySpace, Facebook and other social networking sites, text messages sent to friends, viral videos linked too, and comments left on blogs, newspapers and call in radio shows. It is no exaggeration to say that this million or so impassioned Obama supporters will reach tens of millions of voters in highly personal ways in the next few days, providing a messaging and personal validation of Obama that may be equal in weight to the final round of TV ads, free media and traditional grassroots methods.
All the way back in 2003, I wrote an essay about this new era of participation in politics that argued the new Dean campaign model was changing the way we had to imagine what a Presidential campaign was all about. In the 20th century, a Presidential campaign was about 30 second spots, tarmac hits and 200 kids in a headquarters. In the 21st century, the race for the Presidency would be about ten million people going to work each day, wired into the campaign through the campaign's site, through email, sms, social networking sites etc acting as full partners in the fight not just passive couch potatoes to be persuaded.
This is a very different model of politics. One begun by Dean but being taken to a whole other level by Obama. It puts people and their passion for a better nation at the core of politics. When used correctly, it creates a virtuous cycle of participation, where more and more people engage, take an action and bring others in, creating a self-perpetuating and dynamic network of support. It is also why the endorsements of entities with large, active virtual communities - Kerry.org, MoveOn - is so meaningful for Obama. He has created an on-line ecosystem that can quickly take advantage of the support of the millions of people now doing politics in this new 21st century way and exponentially grow his dynamic community of change.
The Democratic Party is one entire Presidential cycle ahead of the Republicans in adopting this new model, and I will argue it is simply not possible for the Republican nominee to catch up this year. Too much experimentation, too much trial and error goes into inventing this new model for it to be easily and quickly adapted. It has to be invented, not adapted. I'm sure the GOP will catch up over time, but this year year the only GOP candidate who has taken this new model seriously has been Ron Paul - and they have paid the price. Obama raised almost as much money in January of this year as John McCain raised in all of 2007. Democrats are raising much more money across the board, seeing historic levels of voter turnout, increased Party registrations and millions more working along side with the campaigns - all of which is creating an extraordinary virtuous cycle of participation that continues to grow the number getting engaged in politics as never before. While there can be little doubt that anger towards Bush and disapointment with his government is a driving force behind this, the key takeaway is that the adoption of this new politics by Democrats allowed the Party to take advantage of this tidal wave in unprecedented ways, and will be one of the Democratic Party's most significant advantages going into the fall elections.
Much attention has been given to the money raised by this Obama network. Much more needs to be given to the power of it to deliver message, provide personal validation to friends, neighbors, colleagues and peers in ways so powerful, and ways never seen before in American history. I have no doubt that it has been the campaign's ability to foster and channel the passion of his supporters - creating a vrituous cycle of particpation - into an unprecedented national network - helping amplify and reinforce the power of Obama's argument - that is playing a critical role in Obama's closing the gap with Clinton in these final exciting and dramatic days before Super Tuesday.
Obama's camapign continues to grow -- through the Internet, through Facebook, through more and more people becoming involved in the campaign in ways they had never imagined. This election cycle may end on November 4, but the virtuous cycle of participation is here to stay.
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