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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
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)