Fireside chats in the 21st century
Posted
Obama's YouTube appearances are an obvious reference to FDR's fireside chats. (Cornell University Library, file photo)
Now that Obama has won the US election decisively, it's a good time to look at his new media strategy and how he plans to keep that strategy moving.
Firstly, Obama not only raised far more money via the internet, he also spent far more than McCain on it. This approach clearly paid off, with Obama's support amongst younger voters much higher than the GOP. McCain's campaign relied more on broadcast media. McCain also had to deal with a more problematic spending plan - while Obama was able to simply spend the money on the larger campaign, McCain and the RNC had to split the money amongst the presidential campaign and the endangered Senate seats.
Even Fox News, a key part of the Republican noise machine, went cold on the Republican campaign with owner Rupert Murdoch coming out in support of Obama. The divisive tactics of Rush Limbaugh and the right wing blogosphere failed to make much of a dent, and their hyperventilating desperation certainly did them no favours. The right wing press is slowly collapsing, with 'wingnut welfare' funders pulling out and dubious bulk-ordering scams being made public. Cable is feeling the swing too, with left-wing firebrand Keith Olbermann outrating right-wing firebrand O'Reilly for the first time.
The obvious indicators of Obama's plans are the Change.gov website and his weekly Youtube 'fireside chats'. The Youtube chats are testimony to Obama's canny ability to use new media technology with strong historical resonances to appeal to younger, technically literate voters as well as older voters. The obvious reference to FDR's fireside chats harks back to a time when citizens were concerned about the Great Depression, and FDR was reaching out for political support for the New Deal - the similarities aren't hard to see. (Olbermann's done something similar, appropriating Ed Murrow's 'Good night, and good luck' on his endlessly forwarded screeds against George W Bush and the Republican party.) It's worth comparing Obama's approach to Bush Jr's reluctance to engage with the public; in Bush's first term he held very few press conferences.
Obama will no doubt face challenges opening up the government to public interaction. He's already had to deal with the possibility of losing his Blackberry and will have to deal with the security and workflow issues of being President of the USA. Similarly, using Youtube without allowing interaction isn't particularly open and restricting your administration to people who've never been embarrassed online is pretty restrictive. Hopefully this will change once Obama takes office.
Social media and Australian politics
Over this side of the pond politicians are still a bit behind the US. The Greens are continuing their pre-election strategy of using blogs and Twitter to reach out to constituents, and Senator Scott Ludlam has used Twitter and the Greensblog to draw on the expertise of technical experts, web developers and IT specialists on the absolutely inane Internet censorship proposal.
His work, and the constant debate around the proposal has helped separate the FUD spread by Conroy from the facts. Conroy's attempts to paint people opposed to the cleanfeed as supporters of child pornography have fallen flat, and bloggers have pointed out that censorship proposal is in fact nothing like the European models put forward, and is much more in line with the Chinese and Burmese models. As anyone who has worked online or who has a curious technically literate teenager in the house knows, technical fixes are always avoidable, and governmental censorship is no replacement for actual parenting. The censorship proposal would also impact heavily on Australia's already sub-par internet speeds - not exactly the kind of development Australia needs if it wants to be a player in the knowledge economy. (Check out the rage around the proposal here: http://search.twitter.com/search?q=%23nocleanfeed)
Being open to the public is much easier when you are not running the country, as Malcolm Turnbull and the Greens have shown. Kevin Rudd's belated response on Twitter (http://twitter.com/kevinruddpm) and http://www.kevinpm.com.au is disappointing, given his early adoption of social media technologies. However, as we watch Kevin Rudd getting back on the bandwagon and the political fallout of Obama's win in the USA, we can take comfort that early adopters are giving the political process a boot up the proverbial, and thanks to Obama, nerds are hot.
Barry Saunders is the research coordinator for Democratic Renewal at the Centre for Policy Development. He is doing a PhD in social media at QUT and blogs at investigativeblog.net.
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Comments (31)
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tezza:
19 Nov 2008 11:17:26am
Obama's ppl pinched many creative ideas from the seriously sharp 2007 ALP election campaign - now widely regarded in Europe and the US as a master class in cyber campaigning and advertising.
But sadly, if smug ABC group-think is any guide, Australians still seem incapable of critical thinking, still seem incapable of detecting local brilliance until it's been recognised overseas.
The techniques developed by the new cyber creative class here were ignored by smug locals in 2007. Now, the Americans are using our tricks it's such big news and lazy reporters ra-rah second hand news and laud Californian blowhards who never tire of claiming credit for other people's creative ideas and work.
The Obama campaign owes some of us for the intellectual property they've borrowed this year. I'm sure the cheque is in the mail. lolAgree (0) Alert moderator
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ughly:
19 Nov 2008 11:57:58am
doubt the americans have had an original thought ever. shame, the brain drain shame shame shame
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Billy Bob Hall:
19 Nov 2008 12:07:27pm
Obviously you have never read a history book.
The Declaration of independence for a start was certainly original thought. The Americans despite their various idiosyncrasies are nevertheless free thinkers, which I suspect ughly you are not and probably would never countenance.Agree (1) Alert moderator
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Stilgherrian:
19 Nov 2008 12:29:35pm
I can't help but wondering whether terms like "smug ABC group-think" and "cyber creative class" and, beyond your comment tezza, "latte-sippling lefties" and all the rest of the name-calling is really just another relic of an outmoded way of analysing politics. Sure, we need labels for the concepts we're talking about. But given that the left-right political spectrum was invented for the French revolutionary government, and even the 2-dimensional "political compass" is half a century old, maybe we need a more nuanced way of describing politics that reflects the mosaic of interlapping tribes and sub-tribes that constitutes 21st Century society?
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PShaw:
19 Nov 2008 11:31:44am
You would have thought that someone with a PhD in social media (whatever that might be) might have been able to figure out that the only reason people were voting for McCain was because he was a Republican and that they hadn't seen him.
Or maybe you wouldn't.Agree (0) Alert moderator
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John:
19 Nov 2008 12:02:34pm
Oh, so it's that simple then: may as well sack half the press gallery ;-)
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Flynn:
19 Nov 2008 12:10:50pm
You may find this shocking, but some people actually voted for McCain because they agreed with his policies. It's scary, I know.
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Spooky:
19 Nov 2008 12:32:32pm
Not as scary as so many people voting for Obama.
Russia is beginning to flex its muscles, threaten smaller states, and support nations like Iran by selling them nuclear technology and weapons.
China is busy exploiting African nations, who cant do business with anyone else due to their appalling rights records. This is in addition to selling them weapons, so they can kill people during their elections.
So obviously America would want to become isolationist and stop interfering with world affairs.
Brilliant policy Obama.Agree (0) Alert moderator
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Chips McGravy:
19 Nov 2008 1:03:22pm
What is spooky, Spooky, is that so many people still think that the USA has the right and the imperative to invade other countries and enforce their own view of what is "right".
Being reluctant to be a wold policeman and military enforcer is not akin to being isolationist. Methinks your bitterness and paranoia has made you draw that bow a little too long.
Given Obama's openness, erudition and inclusiveness, I would anticipate he will maintain America's profile on the international stage, but with more diplomacy and less bluster, lack of consideration and unmeasured aggression than his predecessory.Agree (0) Alert moderator
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Flynn:
19 Nov 2008 12:03:01pm
Fantastic article, cheers Barry.
I was definitely hoping Kev would continue his youtube chats into his term, so it's good to see he's picked the ball back up by opening his new website.
Obama is right on the money with these fireside chats. Not only do they appeal to us technically savvy young voters, but they actually serve to draw more young people into politics by communicating political and world issues to them in a form of media they understand and access readily.
Politics is no longer the ring for stuffy old men in suits. It's the new age - kids are interested; they want to get involved and make a difference. It's about time politics was brought into the 21st century.Agree (0) Alert moderator
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Joel B1:
19 Nov 2008 12:45:12pm
"It's the new age - kids are interested; they want to get involved and make a difference."
Yeah, just like those Greens wanting to drop the voting age to 16. Right when the little 'uns are fresh from their indoctrination at school.
How is it that every time there's a Green "protest" school kids get given the day off?
I really can't imagine any school giving kids the day off to attend a pro-forestry march.Agree (0) Alert moderator
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Flynn:
19 Nov 2008 2:25:36pm
It's funny, but I suppose left-wing politics just seem more "romantic" to the younger generation. They see all old people as conservative and want to rebel. They haven't had time to grow into the practicality of right-wing policies or don't hold the values of "religious ethics" often assiciated with conservative politics like our grandfathers did. Like I said, it's a new age, and kids think they can solve all the world's problems. Hell, I should know, I'm one of them!
As liberal as I see myself, though, I agree with you on the school indoctrination angle. I was certainly never taught politics from an unbiased viewpoint.Agree (0) Alert moderator
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Spooky:
19 Nov 2008 12:12:01pm
Obama only won the election because of the current social situation.
The people were disillusioned, war weary and worried. They wanted somebody to tell them that everything was all right, and that it would all change.
His domination of the media was an effective way to reach out to the people, ensuring that his vague promises would reach as many ears as possible. Why waste your time on a 30 year old swing voter, when you can sway the mind of a 18 year old?
It is unlikely that Obama will be able to achieve true change. The missile shield in Europe will go ahead, regardless of Russia and its sabre rattling. Iran is ignoring all diplomatic effort, because it is being supported by Russia. An invasion seems to be inevitable at this point.
As Obama only won the election by 3%, he needs to maintain this control over the public. It will be difficult, especially when people are expecting him to deliver promises beyond his ability.
But as we can see in Australia, when people vote for a dudd politician, they will defend their choice to the dying breath. It is not easy to admit that you may have been suckered. Our current PM has yet to deliver on a single promise he made, yet he has record support.
Control the media, and you control the minds. Or at least enough to scrape through an election.Agree (1) Alert moderator
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Flynn:
19 Nov 2008 12:22:30pm
"Obama only won the election because of the current social situation. The people were disillusioned, war weary and worried. They wanted somebody to tell them that everything was all right, and that it would all change."
In the words of The West Wing, America had a "Mommy Problem", haha.Agree (0) Alert moderator
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Froosh:
19 Nov 2008 12:33:04pm
"Our current PM has yet to deliver on a single promise he made"
Hmm, and related to the article, the only one that seems to be pushing ahead is one that wont actually achieve anything and is a waste of money...Agree (0) Alert moderator
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Chips McGravy:
19 Nov 2008 1:12:47pm
"Obama only won the election because of the current social situation."
Correct.
That social situation was abhorrent to many inside and outside the USA.
That social situation was created by Bush and the GOP, and the electorate were disillusioned with their lies and lack of consideration for the general populace.
Those in the US who wanted to live and have their children experience a different social situation voted for a different life, under Obama.
Rudd and Obama enjoy the support they have earned because they are not xenophobic, greedy dinosaurs like Howard and Bush, and because the principles and policies they espouse strike a chord in those who are tired of war and greedy corporations, and selfish millionaires who line their nests while the rest of the world misses out.
No politician can ever deliver on every promise made (especially with the collapse of the economy we are experiencing - there is not the money for that). But at least with Obama and Rudd there is the hope that what little money there is won't be spent on tax cuts for the rich, to subsidise oil companies or on wars to the tune of $300 million per day.
How's that for being suckered?Agree (0) Alert moderator
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Spooky:
19 Nov 2008 3:04:54pm
And all Obama needed to do to win the election was say he would change it.
Politics can be so easy sometimes.Agree (0) Alert moderator
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Ben:
19 Nov 2008 3:34:37pm
"and their hyperventilating desperation certainly did them no favours."
Great line, so true.Agree (0) Alert moderator
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Trevor:
19 Nov 2008 1:19:53pm
"Our current PM has yet to deliver on a single promise he made"
False. I can think of one instantly - legislation to implement the HREOC report on discrimination against same-sex couples. Introduced into Parliament a couple of months ago, currently in the Senate.
Many members of the gay and lesbian community went for the tired, cynical "it won't actually happen" view which you seem keen to promote, and were a bit stunned when it happened within the first year of government.
And that's just the example I thought of instantly, without research.Agree (0) Alert moderator
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Rekija:
19 Nov 2008 1:29:47pm
"current PM has yet to deliver on a single promise he made"
Kyoto
Sorry
Interest Rates
That's 3. Whether or not they we're just symbolic or out of his control isn't the issue. The issue is that people will blindly follow a party to a point they will outright lie as you have just done.
People who supporting labor at the moment, at least some of them, arn't doing it because they are defending their decision. They do it because they are optimistic. Rudd and Obama brought hope, when Howard and McCain presented fear and lies. Who would you trust?Agree (0) Alert moderator
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Grant:
19 Nov 2008 12:34:31pm
Democracy was Renewed Emphatically 2weeks ago Barry.
Congestive overbibliograffitied communication can now be dumped confidently.Agree (0) Alert moderator
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barry:
19 Nov 2008 12:51:06pm
well, i hope you are correct. I'm not going to stop watching yet though.
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Gavin Heaton:
19 Nov 2008 12:38:07pm
Unfortunately I have a feeling that "facts" are not going to win the debate around the internet filter. As Obama's victory shows, our actions are driven by emotion, by aspiration.
If we are serious about opposing the filter, we need to approach this from an emotional point of view. It's not facts that we need - they are clear. It's support from the public.Agree (0) Alert moderator
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Rick:
19 Nov 2008 1:47:51pm
Obama also advertised on a few Xbox360 games that support online advertising - Burnout, Madden, Skate (and around 15 others I think).
He has done well in finding as many different outlets as possible for exposure.Agree (0) Alert moderator
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sillyfilly:
19 Nov 2008 2:14:13pm
Todays fireside chat re: global warming and climate change:
"Now is the time to confront this challenge once and for all. Delay is no longer an option. Denial is no longer an acceptable response. The stakes are too high. The consequences, too serious."
At last, progress.Agree (0) Alert moderator
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Gotcha:
19 Nov 2008 3:02:31pm
Todays fireside chat: War on Iran.
"Now is the time to confront this challenge once and for all. Delay is no longer an option. Denial is no longer an acceptable response. The stakes are too high. The consequences, too serious."
At last, progress.Agree (1) Alert moderator
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Ben:
19 Nov 2008 3:46:24pm
Easy peasy! Just knock up a powerpoint presentation showing an ice cream van, claiming it's actually a mobile death ray machine. Certain types of people will be outraged and demand an immediate invasion!
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tezza:
19 Nov 2008 3:00:08pm
Stilgherrian, point one, the world is still driven by geo politics, not post modern theory. Simple fact is most American blogs will not post my comments about their curdled foriegn policy because I am outside their country.
Accordingly, a little humility by American posters who are extended the priveledge of having a local opinion by our media would be good.
Why can't Australia recognise the difference between the inspired and mediocre without having their opinions validated by some loud mouthed yank? It's an age-old-question that Germaine and Barry used to worry about in the 60s and nothing tangible has changed.
Close enough is not good enough.Agree (0) Alert moderator
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Jeff:
19 Nov 2008 3:43:28pm
tezza: I have no issues posting on US blogs and other sites. Some of my comments are in agreement and other times in disagreement. Perhaps it's the tone of your comments rather than your locale that the site owners are at issue with.
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rfnk:
19 Nov 2008 6:06:53pm
Stands to reason doesn't it Tezza? The tone of far too many posts on this site and so many others is just offensive and often racist. Why would anyone want to display such comments? It's equivalent to graffiti vandals thinking they have a right to deface everyone else's view and property. We just don't want this kind of garbage pushed into our faces! People who think before they blurt are usually welcome anywhere. Any view can be offensive to some, it goes with the territory, so to speak, but crass and gross generalizations regarding America, Americans, Australians, Icelanders, etc. or any other group, that are bound and clearly intended to cause offense, should be disregarded.
By the way, I doubt that it was the tangibles that Germaine and Barry would have wanted to change!Agree (0) Alert moderator
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John Michaels:
19 Nov 2008 4:59:02pm
Maybe I have become jaded in my 33 years or maybe I'm just realistic. I can't see a politician as anything more than a cheap car salesman. They promise you the world in order to get into your pocket and generally deliver nothing more than a lemon when you walk away.
The internet and new media have only become another tool for those in power to pretend that they will do something for the very people that vote them in. If, and I stress if, Obama follows through with his promises and continues to engage with the population of America whilst delivering then you can certainly say that new media communication has become a driving force for those wanting to make an informed decision at voting time. If he doesn't then this new direct communication device will only show that those in power have their own agenda regardless of what the voting public want.Agree (0) Alert moderator
