New Political Media Environment Compress

8/14/2019 New Political Media Environment Compress

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The New Political

Media Environment

From The MediaTo WE Media


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Thank You to Key SourcesBrian Reich, Media Rules Author

Simon Rosenberg, NDN President

Morley Winograd, Millenial Makeover Author

Theo Yedinsky, Former NPI Directors

Andres Ramirez, NV Dem Party

Eric Greenberg, Generation WE Author

Catalist (Voter Targeting Firm)


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Whats Different About this Ad?Spanish Language

Played on Cable TVEntertainment Marketing for the World CupNiche Marketing for the World Cup

Multiculturalism, UnityMore than Party PoliticsActors All Young

Emotions, Not PolicyNod to Cultural CatholicismLinks to Website

Asks People to Get Involved


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Part 1 OverviewTechnology is fueling a major shift in how we communicate. Thebroadcast era has been replaced with the internet age.

New norms require us to change the way we speak to our audience.

Were beginning to understand a fundamentally new relationship

between people and politics which drives how people choose tosupport candidates and policies.

Progressives MUST understand the massive demographic shifthappening right now and MUST respond by using new tools.

Doing so will enable a major wave of positive progressive change akinto the New Deal era.

Failure will mean your voice will not be heard.


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3 Major Shifts

Millennial Generation4 th Civic Realignment in US History

PopulationEnd of Southern StrategyBeginning of the Southwest Strategy

A New Style of Political CommunicationsThe End of the Broadcast EraThe Return of Direct ContactTapping into the Groundswell: The Necessity of the 2-wayConversation


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Millennial GenerationBorn in 80s and 90s

81 million eligible voters in 2016 = largest voting bloc ever

Strauss Howe generational type: Hero. As a Millennialsubgroup, they are presumably characterized byoptimism, ability to achieve, and strong group orientation.

Gen X = Nomad . Presumably characterized by greaterorientation toward risk taking, pragmatism, free agency,and more limited group affiliations.Baby Boomers = Prophet . Presumably characterized bybeing self-absorbed and very morally driven andvalue oriented.

TraitsCivic-minded, Socially and Personally ResponsibleHighly Entrepreneurial, Problem Solving and PracticalSuper-interconnected, Globally focused, Intolerant of

Intolerance


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RADIO TV THE INTERNETSMail / Telegraph, Mass/Rapid Transit, Telephone


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Civic Realignment:Hero generation + New communications technology +Major problems to solve


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Electoral College 1920


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Electoral Map Scaled for Population


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County Results Map Scaled for Population


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County Population - Intensity


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Population Shift:America in 2030

88% of population growth will take place in the Southernand Western states

65% of Americans will live in the South or the West by 2030.

8 of the 10 fastest-growing states are Red states.97 of the 100 fastest-growing counties voted Republican in 2004

The U.S. Hispanic population will nearly double between2000 and 2030.


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Hispanic Vote Share in Battleground States


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h d f h d


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The End of the Broadcast EraThe Beginning of the Internet Era

In 1960, we could reach 80% of women with 3 channels. 100 channels

are now required for the same penetration

We now receive messages in ways we never imagined throughinternet radio, video game advertising, on computer screens inelevators, and much more sophisticated targeted mail

The web surfer has replaced the couch potato. Obama YouTube chats

We are now in the web 2.0 generation of internet advertising

Media integration is the defining characteristic

Direct targeting of small communities is much easier: Google adsappear in our email


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The Communications Arch

I n f o r m a t i o n R i c h n e s s

- - - - - - - - - - - - - - - - - - - - - - - - - - - >

D i r e c

t I n d i r e c

t C o n t a

c t


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Print Media on the Decline


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TV S g t ti


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TV Segmentation:Cable

Cable now commands over 50% market share in Primetime.

TV Segmentation:


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TV Segmentation:Ethnic MediaOne-fourth of U.S. adults --51 million people- - access an ethnic news

source29 million prefer ethnic news sources as primary

Consumers of ethnic media vote differently than consumers ofmainstream media

Consumers of Asian ethnic media were 30% more likely to vote for GeorgeBush than Asian consumers of mainstream media

Hispanics have the highest ethnic media use, with 87% of adultsregularly accessing ethnic media sources.

Univision, the top Spanish-language network, reaches 98% of HispanicHouseholdsDuring November sweeps, the #1 Spanish-Language network attracts moreHispanic adults 18-49 than ABC, CBS, NBC, FOX, WB, combinedIn 04-05 Univision won 18-34 year olds for 22 nights


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Internet Rising


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Internet Rising

Web 2 0


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Web 2.0User Generated Content

Web 2 0


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Web 2.0Rich Media

Web 2 0


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Web 2.0Content Shift to Entertainment

Web 2 0


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Web 2.0Advertising Example

Charlie Brown vs. JohnDoolittle 2006 CongressionalElection

$2500 radio buy accompaniedby targeted blog ads

3X returns in fundraising afterprint media covers the story

www.CorruptorIneffective.com

Direct Contact is Back:


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Direct Contact is Back:Advertising Dollars

Direct Contact is Back:


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Direct Contact is Back:Campaign Evidence I


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Direct Contact Is Back:


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Direct Contact Is Back:Campaign Evidence II

GOTV universe increased by 116,000voters and Tim Kaine wins


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The Groundswell


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The GroundswellPeer-to-Peer Influence

A changing America isgrowing to expect anewer, better, moredirect relationship withthose who seek toadvance their ideas

Obama : Napster ::Hillary : Record Industry

Great Profit is to be hadDell example

Lego example


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WE Media Made EasyFacebook


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We Media Made EasyFacebookAdvanced Google Search


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To Search Truman Fellows:

http://www.trumanproject.org/programs/fellowship/people/


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WE Media Made EasyFacebookGoogle Advanced SearchTruman Project YahooGroups


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WE Media Made EasyFacebookGoogle Advanced SearchTruman Project YahooGroupsDigg


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iGoogle + RSS 2.0 Feed =

Always Up To Date!


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WE Media Made EasyFacebookGoogle Advanced SearchTruman Project YahooGroupsDiggRSS FeedsGoogleTwitter


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Silly Name Serious Opportunity


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y pp yU.S. grad student gets out

of prison in Egypt

New Scientist Magazine Twitter and VA TechshootingsL.A. Fire Department Track Wildfires October2007American Red Cross Disaster UpdatesU.S. Army Intel ReportAQ It TwittersC-SPAN at Democratic

Convention #DNC08


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Whos On Twitter?


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Greta VanSusteren (Gretawire)George Stephanopoulos (GStephanopoulos)

Nicolas Kristof (NYTimesKristof)Chris Cilliza (TheFix)Fred Thompson (FredThompson)John Boehner (JohnBoehner)

Eric Cantor (EricCantor)Chris Dodd (SenChrisDodd)Nancy Pelosi (NancyPelosi)Al Jazeera English (Al Jazeera English)AJGaza (which links to a site with real time updates of strikes)Qassamcount (Israeli's realtime update of strikes in Israel)IDFSpokesperson


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Rush His Progressive Story His Conservative Story

KSM sounds like Dems Traitors/unfit to lead Tough on US enemies


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KSM ranted about torture Agree with Americas enemies Disagree with enemies

Military/intel vilified Dont respect military Honor the troops

Forgotten terror threat Nave See/fight evil abroad

Obama for appeasement Are French Stand for victory


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Obama Our Progressive Story Our Conservative Story

More than military power Understand 21 st century Dont understand 21 st C


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Redo days after 9/11 Would have gotten job done Messed up big time

Not opposed to all wars Know when to fight Bad judgment

To the gates of hell Mean what they say Rhetoric over policy

Tough and smart Understand roots of terror Understand little

Obama Progressive Anti-Hero Bad Progressive Story

More than military power Militarism hurts security Dont respect military


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Redo days after 9/11 We messed up after 9/11 Blame America first

Not opposed to all wars War, what is it good for? Wont face enemies

To the gates of hell War supporters = chickenhawks Slogans over substance

Tough and smart Work with allies and UN Wont stand up for US


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New Political Media Environment Compress