Over the last few days, our diaries here at TNR have been consumed by discussions of how to valuate technology versus message in rebuilding the GOP. Stephen Gordon has a good post on this here. And over at RedState, Leon Wolf chimes in with the following:
In the wake of Barack Obama’s astounding fundraising success in 2007-2008, which was largely fueled by an unprecedented web operation that collected millions of active donors and volunteers, many Republican strategists have begun to realize that the current state of web operations on the right is simply not acceptable if the GOP is going to be competitive in elections going forward. New websites are springing up left and right in an attempt to solve this problem, and established web sites and online activists have dedicated countless hours, posts, and emails in the last several weeks to navelgazing over this issue. I tend to think that much of this misses the point entirely.
Don’t get me wrong; our web operation is clearly and unacceptably behind the left’s, and these discussions need to be had or we risk perpetual minority status. However, I am sorry to say that our enfeebled efforts are not going to reach the needed levels just because our candidates master the use of Twitter. You see, an effective web operation only links people as they are; it does not change people into something they are not. And the bottom line is that, more than having been beaten by a superior operation, we were beaten by people who were more motivated and willing to get involved and donate than we were. Obama’s web operation was just a tool by which he took advantage of a pre-existing resource.
All of this is spot on and Leon's entire post is well worth appreciating in full. However, there is one nagging annoyance I've had since the election that I'm going to have to call out, and that is when people focused on ideas or message start devaluing and even belittling the importance of technology or infrastructure. As in, Sure that tech stuff is important. But it doesn't matter until we get our message straight / return to our principles / kick out the religious right / kick out the fiscal right.
The idea that what a party stands for is more important than the tools it uses is so blindlingly obvious that I wonder exactly why people feel compelled to throw it in our faces once we mention there we also face key infrastructure challenges, like Barack Obama's 13 million email addreses or half a billion raised online. I've been banging the technology drum for a while, and not even I disagree with the primacy of ideas. Not even guys like Eric Odom or Michael Patrick Leahy who have been leading the charge on conservative adoption of Web 2.0 would disagree.
The notion that there are tons of people out there saying you can rebuild the party only with technology, infrastructure, and tactics is a straw man. No one is arguing this. Leon's metaphor about fertile ground is something I live everyday as a political consultant -- the same strategies applied to issues where there is already a kernel of motivation and enthusiasm always yield explosively more effective results. My advice to people who come to me where that enthusiast base may be elusive is always the same: try to find it first, before implementing a technology strategy.
There is no basic disagreement here, but conservatives are balkanizing into "ideas" or "tech" camps needlessly. Because of the magnitude of the GOP loss, there is an unfortunate sense that we don't know where to begin. Fixing any one thing would not have stemmed the tide. That's why we need to at least try to fix everything starting now. That means revamping our ideas and rebuilding our infrastructure. These are not mutually exclusive. Those arguing that we need to do one before we do the other, or at the expense of the other, are part of the problem.
The other day, I argued strongly for a purpose-driven use of technology in which everything is subordinate to political goals like gaining seats in Congress, or Tim Goddard's goal of flipping state legislatures, or finding good candidates. A lot of the noise lately has been around driving conservative adoption of tools like Twitter, and this may be what people like Leon are responding to, but that is not the message I have been delivering, nor is it the message of Rebuild the Party.
At the end of the day, however, I think the smartest, most efficient way to accomplish these goals is through technology. I have to lodge a disagreement with Stephen Gordon. Technology is just "one of many" tools. It is the primary tool in the 21st century. Sure, it may not be any one technology, like Twitter. It may not be out-of-the-box tools like Joomla implementations or Ning networks. It's going to require programmers who can build tools that don't already exist -- and not wasting time building stuff like the "conservative version" of Facebook or YouTube because Silicon Valley is largely liberal. The technology toolbox itself is as vast as the traditional campaign toolbox.
Attacking technology as a way to rebuild the party misses the point in another way. It assumes that technology is just a tool -- that it doesn't change the dynamics of the political process itself. And that it can't be an instrument in nudging along the kind of change we all want on the issues and ideas front.
Were MoveOn.org and the netroots primarily about technology or ideology? The answer is both. They were instruments for the ideological "reformation" of the party that just happened to use technology. They were both successful because they tied technology to sense of political purpose, direction, and action. I understand we won't "be like" the left, but this is a very useful lesson for the right.
Without technology, the Democrats' path to power would have looked very, very different. Their purpose-driven use of technology sped up the process of giving the grassroots an ownership stake within the party and feeling like they could safely get involved in official Democratic politics again. Right now, there is a poisonous divide between the official Republican Party and the grassroots. This is the inevitable consequence of the bailouts, spending, and Medicare Part D and probably couldn't be any other way after eight years in the White House. But over the next few years, it has to be a goal to get the grassroots looped back into the party and in fact get them in the drivers' seat shaping the ideas and priorities of the party. For an opposition to be effective, it must be united. This means breaking down or rendering irrelevant the elitist mindset of the political class that divides it from the grassroots, and working as one united Republican Party in the think tanks, on the ground, and online to be an effective foil to the Obama Administration.
Technology will play the critical role in this process. And this is where stuff like Twitter actually matters in a political sense. It was a Republican, John Culberson, who was the first member of Congress to use Twitter as it was meant to be used -- as a personal communications medium. More and more members of the RNC are joining Twitter. They aren't just using a cool tech toy -- they're getting plugged into an instantaneous feedback loop where the grassroots can share their concerns and priorities in real time. Imagine what would happen if a Congressman actually had to answer constituent phone calls on the bailout, and you get a sense of the environment politicians enter once they start using technology the right way. Except those "constituent phone calls" a/k/a e-mails or Twitter DMs are less likely to be argumentative because you know the target it actually listening.
As we point out at the end of the Rebuild the Party plan, technology can be a way to reinforce the party's core principles of trusting the people. If we build a system in which political power can projected up, and not just down, within the party, the party itself will become more responsive to the millions of Republicans clamoring for a return to conservative principles just as the Democratic Party became more responsive to its liberal base in the last few years because of technology.
Ideological reformation cannot happen in a vacuum. We can't just cloister ourselves in a room and come up with new principles and expect people to adopt them. To the extent we already know what the principles are, the most effective mechanism for change is to elect as our leaders people who value those principles. In that fight, new infrastructure matters and serves as a handmaiden to electing principled leaders. And not just infrastructure, but technology specifically. If our primary communications mediums are still about the few broadcasting to the many, that won't promote real bottom-up participation in the process, and entrenched interests will continue to win at the expense of the grassroots.