Intro
This paper outlines the communication strategy for Democratic US Senatorial candidate from Virginia, Jim Webb, regarding network neutrality. Webb should embrace network neutrality for two reasons, it is the right thing to do, and the issue provides a low-cost messaging vehicle to tap into wealthier than average online users for campaign contributions of time and money. As the Internet becomes increasingly important for political news gathering, especially for better-educated and wealthier Americans,1 no political campaign can marginalize the Internet's significance. This proposed communication strategy for Jim Webb's handling of network neutrality relies almost entirely upon Internet communication in order to reach targeted audiences, mobilize online supporters, and save campaign dollars for issues more central to the campaign.
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Network Neutrality
The telecommunications and cable companies that operate most broadband networks today do not discriminate between data streams that originate from different content providers. These companies seek to change this policy, known as "network neutrality," so that they may create preferential data networks, which would deliver information from content providers at speeds commensurate with a new pricing structure. The FCC barred discriminatory network practices for a period of two years during its review of Verizon's acquisition of MCI and SBC's takeover of AT&T in 2005.2 The Communications Opportunity, Promotion, and Enhancement Act of 2006 (COPE)3, introduced by Joe Barton (R-TX), would prohibit the FCC from enforcing network neutrality. Edward Markey (D-MA), the ranking Democrat on the Telecommunications and Internet Subcommittee, introduced the Markey Amendment to the COPE Act to codify network neutrality. Voting predominantly along party lines, with Democrats largely in support of Markey's amendment, network neutrality supports lost the committee vote 22 - 34.4
Passing the COPE Act without network neutrality protections would have far reaching consequences. Supporters of network neutrality argue that the COPE Act would threaten Internet openness, restrict the flow of information, stifle innovation, and alter business practices.5 Edward Markey called the network neutrality issue "the single most important debate we're going to have in the communications sector for the next generation."6 Six leading Internet companies, Amazon, eBay, Google, IAC/InterActive, Microsoft, and Yahoo, all urged the House Energy Commerce Committee to codify network neutrality in a letter sent to Fred Upton (R-MI), chairman of the House Commerce Committee's subcommittee on Telecommunications and the Internet. 7
Recent mergers and acquisitions between telecommunications and cable companies have compounded fears among critics that network oligopolies will exert undue influence over the Internet. Tim Wu, professor at Columbia Law School and coauthor of Who Controls the Internet?, characterized the reversal of network neutrality as the "Tony Soprano model of networking."8 Without network neutrality protections, large telecoms could require content providers to pay additional fees for the same level of service accorded to their competitors. Professor Wu recounts in his congressional testimony that the Associated Press was able to stifle potential competitors by entering into exclusive contracts with Western Union, the telegraph operator.9 While such extreme forms of anticompetitive behavior are unlikely to manifest as a result of the COPE Act, telecommunications and cable companies could limit service to unaffiliated content providers, thus restricting Internet company competition.
Public Opinion and Political Climate
According to a public opinion poll conducted in November of 2005 by the Consumer Federation of America (CFA), more than two-thirds of respondents "identified network discrimination that blocked or slowed service as a serious concern."10 Additionally, 72 percent support network neutrality, whereby telecommunications and cable companies refrain from privileging certain content providers over another. A minority of respondents believe that telecommunications and cable companies will voluntarily abstain from discriminatory network services. It must be noted that the CFA is an advocacy organization, which traditionally supports the rights consumers in the face of perceived corporate malfeasance.
The blogosphere and Internet activists largely back network neutrality. Glenn Reynolds, proprietor of Instapundit.com, one of the most widely read conservative blogs,11 supports network neutrality.12 Mcjoan, a frontpager13 for Dailykos.com, campaigned in support of network neutrality by educating the readership of the largest political blog14 and encouraging them to contact their congresspersons.15 Moveon.org Civic Action, one of the most influential Internet organizations in the 2004 presidential elections, created a petition in support of network neutrality.16
Despite the failure of the Markey Amendment, network neutrality supporters claim a partial victory. Savetheinternet.com, a bi-partisan network neutrality advocacy group, contends its campaign earned numerous converts in support of network neutrality on the committee.17 Furthermore, the House Democratic leadership now champions network neutrality. 18 As the Representative from technology-centered San Francisco, Nancy Pelosi has a significant political interest in maintaining network neutrality.
Jim Webb's opponent in the Democratic primary is Harris Miller. Longtime technology lobbyist and former head of the Information Technology Association of America (ITAA), tech workers often derisively mock Miller as the Antichrist for his support of outsourcing.19 Targeting the tech worker community may prove to be fertile ground for Webb by tapping into widespread anti-Miller sentiments. Harris Miller supports network neutrality, so the issue cannot directly be used against him.20 Nevertheless, the Webb candidacy allows dissatisfied tech workers to vent their frustrations against Harris Miller by donating time and money to the Webb campaign.
Messaging Challenges
Few Americans are familiar with the concept of network neutrality. As with most media campaigns the three main obstacles to success are reaching the target audience, convincing them that the issue is important, and then inciting them to action. Jim Webb must also be wary of overly emphasizing an issue peripheral to his campaign. Hot button social issues and clear-cut economic policies have built in constituencies to advocate for or against a specific position. Network neutrality does not similarly stir up the passions of many people.
Supporters of network neutrality face well-financed and well-connected adversaries in the telecommunications and cable companies. Unlike their established technology firm counterparts, Internet companies typically lack long-standing congressional relationships.21 Furthermore, numerous content providers and network companies are in partnerships that could dampen the propensity for content providers to challenge the policy objectives of network companies. If the network provider companies disapprove of the amended COPE Act, network neutrality supporters should expect significant congressional lobbying and a public relations campaign from their adversaries.
The Webb campaign must simultaneously position Jim Webb as a national leader on the network neutrality issue to appeal to national Democratic benefactors and volunteers, and also frame the issue as a Virginia problem to appeal to targeted local voters. Northern Virginia, home to numerous technology firms, thousands of technology workers, and the largest and wealthiest Democratic voter base in the state, is an especially important constituency to target. The seemingly esoteric policy dispute over network neutrality may more readily gain traction in the hub of the "Silicon Dominion."
Communications Strategy
The main objectives of this media strategy are to position Jim Webb as a leader in the fight to preserve network neutrality, and by doing so, encourage national and local Democratic supports to donate time and money to his campaign. In constructing the network neutrality message, the campaign must be mindful of the different dynamics between the primary election against Harris Miller, and the general election with George Allen. Since this is an Internet policy and those interested and affected by any policy outcomes are Internet users, this media strategy concentrates on Internet media and communities. Much of the communications strategy revolves around low cost viral marketing techniques, whereby the central campaign urges supporters to exploit their social networks to propagate campaign messages.
Viral Marketing
Howard Dean's use of viral marketing during his 2004 presidential bid illustrates a potentially successful and inexpensive method of communication for the Webb campaign. Dean outsourced significant campaign expenditures to supporters by encouraging them spread the word about his candidacy and reproduce campaign advertisements. For instance, a Dean campaign staffer would upload an electronic image of a Dean 2004 poster and encourage supporters to personally modify the image, then display the poster wherever they saw fit. The Dean campaign's cultivation of their extensive email list relied in large measure upon the eagerness of Dean supporters to forward campaign emails to friends. By inviting supporters to participate in the campaign, Dean not only embraced a new model of political campaigning, but cultivated a large group of dedicated followers willing to assist his campaign as best they could.
Network neutrality, with or without Jim Webb's support, is unlikely to garner a groundswell of grassroots support like the Dean campaign experienced. Nevertheless, the relatively small initial outlays required to jumpstart a viral marketing campaign are unlikely to substantially detract from traditional media expenditures and could potentially assist both the passage of the Markey Amendment and increase Webb's campaign standing.
Taking cue from Dean's operations, the Webb campaign should create letter-size posters with clever statements illustrating the dangers of abandoning network neutrality. These posters should be placed online, where supporters may download and alter them as well as repost their creations on other websites and email them to their friends. Since printing and outside labor costs are free, the poster endeavor will cost the campaign little. Targeting Northern Virginia tech workers is especially important. Placed outside of office cubicles and other personal/public spaces, the posters could reach people unfamiliar with the network neutrality issue and/or Jim Webb's candidacy. Employees must use discretion in choosing proper placement for political posters, as some companies and the federal government do not allow or discourage political advertisements in the workplace.
Neither the Webb campaign nor the Markey Amendment will likely profit from mass nation-wide emails supportive of network neutrality that emanate from Webb HQ. In order to maximize the prospects of both Jim Webb and the Markey Amendment, an organization specifically charged with preserving network neutrality, such as savetheinternet.com, should coordinate messaging. By positioning Jim Webb as a leader in the fight to preserve network neutrality, outside interest groups will be more disposed to incorporate Webb's statements in their email communications. The Webb campaign should specifically court Moveon.org and savetheinternet.com to widely disseminate Webb's message on network neutrality, in congruence with campaign finance and coordination laws.
Viral Videos
Commercial viral marketing campaigns often revolve around a humorous video short, which conveys the intended message in a clever or unique manner. The novelty of the clip induces viewers to pass along the video, or disseminate hyperlinks to the video, which greatly increases market penetration at almost no cost to the producer. The advent of high-quality low-cost digital camcorders and open-source video editing software further lowers production costs. The Webb campaign, in consultation with other network neutrality supporters, should produce two video shorts highlighting the benefits of network neutrality and Jim Webb's support of the issue. Campaign finance laws may restrict to extent to which the Webb campaign collaborates with outside groups. The primary target audiences are college students and technology workers, which generally have access to advance computer networks and operate within communities susceptible to online viral marketing.
The first video features a young person break dancing to a humorous falsetto-rap song while wearing a Jim Webb for US Senate t-shirt. The song criticizes large telecommunications and cable companies for attempting to take over the Internet, and then foretells of a global rap battle between the people and big telecoms for supremacy of the Internet. In the tradition of the Deltron 3030 concept album,22 the rap battle ends in the defeat of corporate power. A link to savetheinternet.com appears at the end of the video. College students are the primary target audience. The objectives are three fold, inform college students about network neutrality, increase name recognition of Jim Webb while branding him as a cool politician, and increase student involvement in Webb's campaign.
Distribution of the video will rely upon a centrally-administered server, where individuals may download it or view streaming video, peer-to-peer networks like Kazaa and BitTorrent, and campus networks. To advertise the video that resides on the server, the Webb campaign should begin by providing pre-formatted instant messages to University Democrat groups throughout the state. These messages will be sent via software like AOL Instant Messenger, MSN Messenger, Yahoo! Messenger, ICQ, and Google Talk. Message content will involve an exhortation to visit a website for a hilarious break dancing video, encourage viewers to pass along the link to friends, and provide the hyperlink. Campaign staffers should also blog about the video on political and non-political blogs to further increase viewership. Pre-formatted emails sent to University Democrat organizations about the video will also boost its dissemination.
Spreading the video directly via peer-to-peer and campus networks requires slightly more participation from college Democrats. The Webb campaign should request in an email sent to all Virginia college Democrats that members download the video, and then place it in the shared folder on their computer, so that others may access the video. The online buzz resultant from blog chatter, emails, and instant messages, will encourage people to download the video from peer-to-peer and campus networks. Campaign staffers need to decide whether or not the file name for the break dancing video should be accurately descriptive. Purposefully misnaming files on peer-to-peer and campus networks can dramatically increase downloads. Should the Webb campaign decide to intentionally misname the video file (but also distribute a correctly named version) the campaign cannot communicate its desire to do so, because Webb will appear duplicitous. People do not liked being duped.
The second video will feature a scenario similar to EPIC 2014, the "googlezon" short. In the near dystopian future, a few telecommunications and cable companies will control a centralized Internet. Dissenting voices will be silenced in the newly created homogenized corporate Internet. Following a timeline sequence like EPIC 2014, the video will offer a "there is hope" message towards the end. The passage of the COPE Act will be presented as the critical moment in the battle to preserve a free and open Internet. The video closes with a plea to help defeat the COPE Act and support Jim Webb for U.S. Senate. Links to savetheinternet.com and webbforsenate.com appear at the end along with a statement urging viewers to share the video with friends.
Ideally, the Webb campaign could outsource production of network neutrality videos to supporters, as Moveon.org previously did with anti-war videos. Since the network neutrality issue has little chance of sparking public interest like the Iraq War, this endeavor would most likely end in failure.
Companies that sponsor commercial viral marketing campaigns have sometimes experienced an online backlash when it becomes known that the clever video is an advertisement. The Webb campaign is unlikely to suffer a similar reaction because campaign ties will be fairly evident from the break dancer's t-shirt. Distancing the campaign from the video, like commercial viral marketing campaigns often attempt to do to seem authentic, is unnecessary. While individual college Democrats may misrepresent the video contents to increase viewership, the central campaign must not be obviously involved in order to prevent a negative reaction.
Online Advertising
Network neutrality will not be a major campaign theme of Jim Webb. Since network neutrality is not an issue likely to drive masses to the polls, television advertising is probably not worthwhile. The campaign should not flood the airwaves with ancillary issues. Tailoring the network neutrality issue to specific online communities will have the greatest impact.
Targeted keyword advertising only appears to individual web users that are likely to be interested in the advertisement. The Webb campaign can best make use of online search advertisements by paying for keywords like "network neutrality" and "Jim Webb," especially when the search queries originate from Virginia-based Internet Service Providers. Through Google AdWords, advertisers can reach interested parties via targeted keyword advertisements on Google's search page. Many web publishers place advertisements on their website via Google AdSenese, which directs viewers to an advertiser's website that has similar content to the originating website. Both services may useful to the Webb campaign.
Several campaigns have successfully manipulated Google's search results without paying for advertising space. Known as a "Google Bomb," critics of George W. Bush successfully linked the phrase "miserable failure" to the President. When a Google user types "miserable failure" into the search bar, the first site that appears is the official White House biography of G.W. Bush. Supporters of the President reacted in kind. Websites for Jimmy Carter and Michael Moore now show up as the second and third respective listings for the search term "miserable failure." Supporters of Jim Webb could Google Bomb "network neutrality" and other relevant search terms so that Google ranks the Webb campaign website as the first listing. Relatively few websites are required to orchestrate a Google Bomb.23 This tactic may alienate other supporters, notably the Save The Internet campaign.
Advertising via BlogAds, a service that can target specific types of blogs, would be a cost-effective method to increase blogosphere visibility.24 By targeting Virginia, technology, and political blogs, the Webb campaign can devote resources to reaching only strategically important audiences.
Blogging
Central Internet messaging will emanate from the Webb campaign's official blog at webbforsenate.org/blog. Developing relationships with other bloggers, particularly Virginia blogs like raisingkaine.com and prominent national blogs like dailykos.com, is the key to a successful blog campaign. The Webb campaign should hire a dedicated blog/Internet community liaison. The task of this person is to work with bloggers, feed them campaign positions and interesting stories, answer questions and concerns, participate in blog discussions, and issue strategic authorized campaign leaks to promote blogger trust. The liaison must further be knowledgeable about campaign messaging, and for this media strategy, network neutrality. Since network neutrality is very technical in nature, the liaison must work with technology bloggers, many of which infrequently comment on politics. Slashdot.org, the largest online blog for technologists, regularly features Internet rights news, including network neutrality news.25
The network neutrality message tailored to blogs should highlight areas of concern to bloggers. The Webb campaign should argue for an Internet free of corporate dominance where ordinary people can air and access dissenting views, and make the bloggers active participants in the struggle to preserve Internet freedom. Blogger messaging, however, should not harm traditional media messaging. It is important that the blog liaison coordinate messaging with the campaign's official press secretary. Since blog coverage often spurs traditional media coverage, the type of messages that leap from blogs to newsprint must be amenable to both mediums.
Traditional Media
The network neutrality media strategy will primarily make use of Internet communications because of lower cost and easier audience targeting. The Webb campaign will no doubt strive for a tight, easy-to-understand public campaign message, which will probably not feature network neutrality. Press conferences and talk show appearances are high-profile events. The Webb campaign should use those opportunities to highlight major campaign themes, not network neutrality. The best approach to network neutrality messaging in the traditional media is indirect. As was previously started, the Webb campaign should forge relationships with advocacy groups, so that Webb's quotes appear in their communications. The campaign press secretary should encourage journalists that write about technology issues to include Webb's comments about network neutrality in print articles.
Press releases about network neutrality tailored to specific media outlets, like technology magazines and blogs, can best serve the Webb campaign. Writing press releases like a news stories will encourage less than enthusiastic journalists to publish articles about network neutrality, because less work is required of them. The campaign should utilize the services of PRweb.com, which enables TrackBack functionality of press releases. Any time a blogger comments on a press release, the campaign will be notified. This allows the campaign to understand who is hearing their message, and what their thoughts are.
Measuring Success and Conclusion
The fundamental measure of success for this media campaign is the branding of Jim Webb as the defender of network neutrality, along with the consequent themes of free speech, innovation, and fairness. Media campaign success must ultimately be understood in terms of Webb's political success. The number of new supporters and campaign contributions resultant from Webb's embrace of network neutrality are the ultimate success metrics. Adoption of congressional network neutrality protection is not necessary for this media campaign, but would be a welcomed development. Quantifying the degree to which the broader public and targeted segments thereof, such as bloggers and technologists, view Jim Webb as the defender of network neutrality is difficult and ultimately unnecessary.
Aspiring politicians ignore the power of the Internet for messaging, fundraising, and organizing at their peril. Lessons learned from the online network neutrality effort may prove to be invaluable to the central Webb campaign, which can apply the online techniques acquired to other campaign areas. The communications strategy as outlined above requires minimal expenditures of time and money from the Webb campaign, will not obscure campaign central messaging, and exposes vital constituencies to network neutrality and Jim Webb. The potentially large payoffs for implementing this strategy far outweigh the minimal costs.
1 Jeremy Mayer, "American Media Politics in Transition," McGraw Hill, forthcoming, 377.
2 Yuki Noguchi, "AT&T Deal Raises Issue of Internet Control; Merger of Broadband Titans Could Jeopardize Openness, Critics Say," Washington Post, March 9, 2006, D05.
3 U.S. House of Representatives, U.S. Committee on Energy and Commerce. Communications Opportunity, Promotion, and Enhancement Act of 2006 (Washington, DC: HLC, 2006).
4 Ibid.
5 http Save the Internet.com, "The Threat is Real," http://www.savetheinternet.com/....
6 Noguchi, Washington Post.
7 Arshad Mohammed, "Internet Firms Want FCC to Enforce Net Neutrality; House Bill Would Limit Agency's Authority," Washington Post, March 29, 2006, D04.
8 Stoller, Tim Wu on Internet Freedom and Net Neutrality, posting to My Direct Democracy discussion list, April 25, 2006, http://www.mydd.com/....
9 Ibid.
10 Mark Cooper, "The Importance of the Internet and Public Support for Network Neutrality: National Survey Results," Consumer Federation of America, http://www.consumerfed.org/... p. 2.
11 The Truth Laid Bear, http://truthlaidbear.com/...
12 Glenn Reynolds, "FCC Chief Kevin Martin is apparently supporting a two-tiered Internet," posting to instapundit.com discussion list, March 23, 2006, http://instapundit.com/....
13 A member of the Dailykos community with the ability to post articles on the front page.
14 The Truth Laid Bear, http://truthlaidbear.com/....
15 mcjoan, "We need you to save the Internet!," posting on Dailykos discussion list April 24, 2006, http://www.dailykos.com/... mcjoan, "Internet freedom," posting on Dailykos discussion list April 25, 2006, http://www.dailykos.com/... mcjoan, "Action: saving the internet," posting on Dailykos discussion list April 26, 2006, http://www.dailykos.com/....
16 Moveon.org: Civic Action, "Save the Internet," http://civic.moveon.org/....
17 Save the Internet.com, http://www.savetheinternet.com/.
18 House Democratic Leader Nancy Pelosi, "Save the Internet: Join Leader Pelosi and become a Citizen Co-Sponsor of the Markey Net Neutrality Amendment," http://www.democraticleader.house.gov/....
19 Paul McDougall, "IT Confidential: ITAA's Miller Wants To Go To Washington," Information Week, January, 9, 2006. http://www.informationweek.com/....
20 Jonathan Singer, "MyDD Conversation with VA-Sen Candidate Harris Miller," posting to My Direct Democracy discussion list, March 29, 2006, http://www.mydd.com/....
21 Noguchi, Washington Post.
22 A rap super-group featuring Dan the Automator, Kid Koala, and Del tha Funkee Homosapien.
23 "'Miserable failure' links to Bush," BBC News, December, 7 2003, http://news.bbc.co.uk/....
24 Blogads.com, "Blogads stir opinion makers," Pressflex, http://www.blogads.com.
25 CowboyNeal, "Net Neutrality Voted Down in U.S. House Committee," posting to Slashdot discussion list, April 28, 2006, http://yro.slashdot.org/...