POLITICAL BLOGS

12 million American adults ( 8% of internet users) keep a blog

57 million adults (39% of internet users) have read a blog

the regular daily audience for political blogs is fairly small

• in the millions of readers, not tens of millions

POLITICAL BLOGGING

also known as polblogs

political blogs first became popular in the 2004 election they were ridiculed when Howard Dean used them in his presidential

campaign

but have since become very popular

since 2006, blogs and other interactive and “social” media have become

the focus of the press

-provide a way to become politically interested -encourage participation

in 2008, the question was no longer whether to use political blogging but how to do so

WHO ARE POLITICAL BLOGGERS?

surveys have found that polbloggers are disproportionately male, higher income, and have higher levels of education than the average American

they are much more likely to get involved in politics in traditional ways than other Americans

giving money

voting

they are people who probably have some influence (whether positive or negative) on the decision-making of larger groups

Ed Keller and John Berry say that these people are “the strategically placed transmitters that amplify the signal, multiplying the number of people who hear it.”

Daily Political Blog Readers

All Others

Male 75% 60%

Female 25% 40%

18-24 7% 5%

25-34 14% 13%

35-54 41% 41%

55-64 23% 25%

65 and up 16% 16%

High school graduate

3% 4%

Some college 23% 27%

College graduate 45% 41%

Post-graduate degree

30% 28%

n 723 7,140

In the past year have you….

Daily Political Blog Readers

All Others

Contacted a politician?

77% 61%

Written a letter to the editor or called a radio station?

48% 28%

Been a member of a group that tries to influence public policy?

44% 28%

Attended a political speech or rally?

40% 22%

Attended a local public meeting?

35% 33%

Made a speech? 29% 28%

Served on a local committee?

23% 24%

Served as an officer for an organization?

22% 26%

n 723 7,140

WHY BLOGGING

since 2001, blogging and all other forms of Internet communication have become run of the mill and everyone does them

thus, it has become less intimidating

people want a chance to level the playing field and get on the same level as other pundits

there’s a road to success through this medium now

not just people who are ambitious and want a career in it but also just people who really want to make a difference

THE COMMUNITY ASPECT

blogs provide a sense of community that used to be the lifeblood of traditional news organizations

especially newspapers the Internet has become an ideal

medium for fostering a new type of community in which people have never met, and may not even know each other's real names, but who share certain views and opinions about the way the world works

ATTITUDES AND BELIEFS

many people want the news delivered to them in the context of their attitudes and beliefs

that doesn't mean they only want reinforcing views (although some do)

they see their news consumption as something that takes place within their community, to be fit into a pre-existing framework of ideas that may be challenged but that must be acknowledged

"The news creates a shared pool of stories that gives us a way to talk to people who aren't family or close friends or people who we will never meet—in short, our fellow citizens. The truth is, people still want those neighbor-to neighbor contacts, but the traditional ways of doing it don't fit into the lives that people are actually living today. Your core audience is tired, sitting on the couch with their laptop, and watching 'Lost' with one eye. Give them someone to sit with."

SHOULD THEY BE TRUSTED?

all news needs to be evaluated within the context in which it was produced

it is considered bad form to not disclose who you are writing for/working with

especially if someone is getting paid

THEIR EFFECTIVENESS

liberals or conservatives who get all of their news from ideologically friendly sources don't have much incentive to change their minds

bloggers can be very influential in their own circles

BUT we’re not yet at the point where they are actively and extensively shaping a larger media narrative

THE 2008 ELECTION

ELECT OBAMA AND WE’LL HAVE AN INTERNATIONAL

CRISISTHE REPUBLICAN SIDE

a huge difference between 2004 and 2008 they’ve learned it’s a group of people they need to talk to

Fred Thompson before he officially announced he was very involved but then stopped

Mitt Romney very quick about putting things up

video highlights from debates

opposition research

John McCain regular blogger conference calls

the blogosphere has never been exactly his fan base

HOW MANY HAVE TO DIE THANKS TO BUSH'S

LIES?THE DEMOCRATIC SIDE

o the candidates themselves have not done a great deal of outreach to the blogging community (with the exception of Dodd)

Chris Dodd

hired a really good internet team who was very active early on with the political blogs and knew how everything worked

how the rest stack up:

Edwards

Clinton

Obama

(this is just in terms of political blogging and does not include social networking)

The Daily Kos

Little Green Footballs

Talking Points Memo