Merging Media and the Market

“A people that values its privileges above its principles soon loses both”
 General Dwight David Eisenhower

Remember. Remember. The 4^th of November.  After working all day and, of course, casting my vote for America’s next president, I’m reminded of a Disney commercial where the children ‘are too excited to sleep’ because tomorrow they’re going to Walt Disney World.  Awaiting the results of the election I find myself feeling this same ‘I’m too excited to sleep’ sentiment as the children in Disney’s commercial.  So in hopes of calming myself down I’ve decided to try to wear myself out mentally and focus my excitement and restlessness into a discussion about how blogs have revolutionized the public’s voice in regards to presidential elections. 

While presidential candidates get to participate in several nationally-broadcasted and highly publicized debates to persuade voters that they are the best candidate for office the general public was lacking the ability to debate the Presidential elections with anyone other than those in earshot: enter new media.  While the presidential elections and debates are an essential part of any election, new media, and especially blogs, are enabling the general population to debate the presidential elections with a similar audience to that of the presidential debates.   I believe that these “Electogs”, or election blogs, are allowing “The Great American Debate”, which is more influential in effecting consumer’s opinions than any other media in its class. 

The 2008 presidential candidates have heavily relied on new media to generate buzz for their campaign and to interact with voters.  Blogs especially have played a tremendous role in shaping consumers perceptions and harvesting debate about presidential candidates Barack Obama and John McCain.  Both of these presidential candidates have included blogs on their campaign’s Web site; while media companies and individual consumers have also created “Electogs” of their own to further discussion about the presidential candidates, issues, and elections. 

Actually, several citizens who aren’t even old enough to vote have been highly involved with the creation and discussion of “Electogs” for teenagers.   And while you may wonder how it can be beneficial for candidates to be attracting ineligible voters with new media: the answer is simple.  “Electogs” allow candidates to groom future voters by targeting the teenage market.   But “Electogs” transcend the young market to reach a plethora of eligible voters regardless of their geographic locations.   Micro-blogs about voting were being aggregated and pinpointed on an ever-changing online map as virtual voters were targeted online in applications like Obama World to communicate with younger voters. 

Candidates Interact with Consumers Virtually

Newspapers, as I’ve discussed in previous postings are in danger of being replace by evolving media and technology.  Newspaper readers are traditionally older consumers; however, these ‘older’ consumers are not illiterate in terms of new media by any means.  As such, the several major newspapers, like The New York Times, have incorporated Electogs into their Web sites to enable their readers to share their perspectives about all things having to do with the elections.   Furthermore, the Electogs of newspapers are some of the most popular among the American public.  Two of the five feature blogs on the election headquarters on Yahoo were hosted my national newspapers. 

Ultimately, Electogs are an asset to any entity who establishes and supports them with engaging content and participant building activities.  Candidates are available to interact with a plethora of voters and clarify their positions on the issues.  Candidates can also study the Electogs of competing candidates to gain insight into how to sway undecided voters, uncover any areas in which they have a potential competitive advantage or disadvantage, and how to best leverage or change existing perceptions.  Individuals are able to gain and share their perspectives on election issues with minimal costs to a limitless audience.  Likewise, traditional media outlets, such as newspapers, are able to generate traffic to their Web sites, interact with readers, and further their relationship with the public to ensure the sustainability of their industry. 

But the polls are still open so go vote now and blog about it later.

Arin