Philip Howard's book New Media and the Managed Citizen talks about how campaigns and other groups working on political issues have been using the Internet to send personalized messages to individuals, while neglecting to educate citizens about the all of the issues they promote. Comprehensive education is no longer considered useful in organizing using new media technologies; instead, the Internet has become a mediating tool - a gatekeeper between political organizations and the general public used in a rather manipulative way to gain the public's support.
As Howard states, "The hypermedia campaign takes advantage of the norms and values that have been entrenched in technology when designer choices embedded attitudes about how democracy should work into code. The tools of a political campaign, the choices that campaign managers make about manipulating data, ideas, and people, reflect their own political norms. [...] Some campaigns choose to obstruct real learning about political issues, manipulate their membership, and precent too much interactivity" (203).
He also goes on to say, "Other campaign allow a range of interactive tools, adapt their organizational behavior to allow members to both produce and consume political content, and give such members the capacity to seed their own campaigns" (203). However, he thinks "even the hypermedia tools created by altruists [of this sort] are used for political redlining" (131).
Howard raises an important point about some of the negative aspects of using the Internet as a form of outreach for political campaigns. My paper looks to apply his argument to the work of media policy organizations and media reform movement, which have relied largely on the Internet as a way to build supporters. I argue that use of the Internet alone as a form of outreach is insufficient to build a holistic grassroots movement, and can alienate and confuse some participants who rely on websites and email as the sole form of communication between the 'leaders' of the media reform movement and themselves.
I also argue that email campaigns, though they reach impressive numbers, show little 'real' citizen involvement with political campaigns, while at the same time creating serious problems with constituent mail backlog in Congressional and other leadership offices. I will include demographic information about Internet usage in the United States as well, examining what portions of the population are reached by messages of the media reform movement. This will come from an analysis of records of public involvement, such as public comments filed to Congress and the Federal Communications Commission, as well as of websites and blogs that discuss media policy and media justice issues on a frequent basis to establish spheres in which discussions about these topics take place. I will also look at general Internet usage data from the Census Bureau and the Pew Center for the People and the Press.
I will also use my experiences as an intern at Free Press and a staff assistant at Congressman Maurice Hinchey's office to create an ethnographic portion to my paper. I will describe the ways that I, as the main organizer of constituent mail in a Congressional office, worked with the overwhelming amount of mail, nearly all of which were 'blast emails,' and how the mail overload often inhibits timely consideration of handwritten letters and emails. Indeed, Congressional offices, including Hinchey's, have begun attempts to reduce this mail overload using logic puzzles on their sites that prevent many blast emails from reaching Congressional offices. These blast emails, as many Congressional staffers agree, are not considered legitimate forms of communication between citizens and their leaders. (Obviously, this statement can and has been contested, mostly in the form of further blast emails to Congress; however, the fact remains that use of the logic puzzle has become widespread on Congressional websites.)
I am also in the process of conducting interviews with Free Press employees on how they have been conducting Internet-based outreach, and what ways they feel they can improve in this area.
I do not imply that Internet campaigns should be abandoned altogether, and my paper will point out that this form of outreach is essential for the media reform movement. However, I do argue that Internet campaigning still limits direct public involvement, especially on a more local, community-based level, creating a false sense of democratic participation without providing sufficient agency and public education.
In other words, more needs to be done. In my conclusion, I will attempt to lay out alternatives for media outreach that surpass the current singular focus on online political campaigns and involve community-based education about media literacy and the relevance of media issues to everyday life.
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"Information technology now provides the skeletal support for our democratic political culture, but in interesting ways this infrastructure was designed by a small group of campaign managers with a specific vision of how it should look. We do not regulate the informational infrastructure of two important political institutions: the political party and the political campaign. [...] The political campaign is one of the most important organizations in a democracy, and whether issue- or campaign-specific, it is one of the least understood organizations in contemporary political life" (203-4).