Emergence of the Progressive Blogosphere
August 10, 2005
Since March of 2005, the total number of blogs has grown from 7.8 million to 14.2 million. At this rate, the online universe is doubling in size every five months. This memo is a comprehensive look at the underlying dynamics of these online communities, along with a targeted analysis of how to engage them to generate political power.
There has been a great deal of discussion about Internet activism and blogs over the past few years. Yet, blogs are consistently viewed through the traditional lenses of politics or media, rather than as the communal social phenomenom that they are. Real political power and influence is now being wielded through online communities comprising millions of people. And trends suggest that this is only the beginning. Indeed, what we have seen to date are the outlines of a new politics.
There is an emerging social structure of the Internet which includes key differences in how conservatives and progressives use the web to communicate. For years, conservatives dominated the political Internet, with such websites as FreeRepublic.com, the Drudge Report and Newsmax. Moveon.org was one of a few notable, progressive exceptions to conservatives’ online dominance. Their Internet supremacy was anchored in, and improved on, an already existing conservative infrastructure. On the whole, it reflected the top-down, coherent messaging structure that characterizes the conservative movement.
Since 2002, the Dean campaign and other landmark events have caused a new world of online activism to thrive: the blogosphere. The blogosphere, and in particular the progressive blogosphere, have emerged as powerful political forces. Unlike their conservative counterparts, progressive Internet activists have not relied on an existing set of institutional relationships. They have instead forged a new constituency group, a new set of leaders, and a new forest of social relationships. The strengths and weaknesses of each blogosphere are reflected in their origins. Understanding these blogospheres and how to interface with them effectively is critical to succeeding in 21st century politics.
This memo offers basic background on political blogs, and strategic recommendations for effectively channeling their growing influence. It has been written by bloggers for use by the progressive political community and is grounded in the available data and first-hand political experience.
Our examination begins with a basic overview of the politics of blogging, with particular focus on the strategies and cultures of the conservative and progressive blogospheres. It proceeds to trace the evolution of the blogosphere, and explore important trends in the online political world.
Bloggers do not reside at the political fringes, and defy easy characterization as “progressive” or “conservative.” They run the full gamut of ideologies, but are united by their shared commitment to active engagement in local, state and national politics. That is why the blogosphere holds such potential for those campaigns and individuals who are prepared to engage with it appropriately.
It is with this potential firmly in mind, that we conclude with a toolkit for those interested in more effectively engaging with online political communities. It includes suggestions for involving blogs and bloggers in local and statewide political campaigns a strategic overview of the comparative advantages of the progressive and conservative online political communities and (3), a detailed listing of the top 100 progressive blogs.
There has been a great deal of discussion about Internet activism and blogs over the past few years. Yet, blogs are consistently viewed through the traditional lenses of politics or media, rather than as the communal social phenomenom that they are. Real political power and influence is now being wielded through online communities comprising millions of people. And trends suggest that this is only the beginning. Indeed, what we have seen to date are the outlines of a new politics.
There is an emerging social structure of the Internet which includes key differences in how conservatives and progressives use the web to communicate. For years, conservatives dominated the political Internet, with such websites as FreeRepublic.com, the Drudge Report and Newsmax. Moveon.org was one of a few notable, progressive exceptions to conservatives’ online dominance. Their Internet supremacy was anchored in, and improved on, an already existing conservative infrastructure. On the whole, it reflected the top-down, coherent messaging structure that characterizes the conservative movement.
Since 2002, the Dean campaign and other landmark events have caused a new world of online activism to thrive: the blogosphere. The blogosphere, and in particular the progressive blogosphere, have emerged as powerful political forces. Unlike their conservative counterparts, progressive Internet activists have not relied on an existing set of institutional relationships. They have instead forged a new constituency group, a new set of leaders, and a new forest of social relationships. The strengths and weaknesses of each blogosphere are reflected in their origins. Understanding these blogospheres and how to interface with them effectively is critical to succeeding in 21st century politics.
This memo offers basic background on political blogs, and strategic recommendations for effectively channeling their growing influence. It has been written by bloggers for use by the progressive political community and is grounded in the available data and first-hand political experience.
Our examination begins with a basic overview of the politics of blogging, with particular focus on the strategies and cultures of the conservative and progressive blogospheres. It proceeds to trace the evolution of the blogosphere, and explore important trends in the online political world.
Bloggers do not reside at the political fringes, and defy easy characterization as “progressive” or “conservative.” They run the full gamut of ideologies, but are united by their shared commitment to active engagement in local, state and national politics. That is why the blogosphere holds such potential for those campaigns and individuals who are prepared to engage with it appropriately.
It is with this potential firmly in mind, that we conclude with a toolkit for those interested in more effectively engaging with online political communities. It includes suggestions for involving blogs and bloggers in local and statewide political campaigns a strategic overview of the comparative advantages of the progressive and conservative online political communities and (3), a detailed listing of the top 100 progressive blogs.
