What Have We Created?!
Obama's supporters have high expectations, and they may expect to have a voice in governing.
It is eerily quiet at Barack Obama's headquarters, an open expanse that takes up the entire 11th floor of an office tower in Chicago's Loop. It's nearly as silent as a study hall, which is appropriate, since most of the 20- or 30-somethings in it wear jeans and T shirts. They could be working on their Ph.D.s or at a high-tech startup.
Yet, as unassuming as it seems, this is the engine room of a novel grass-roots machine that may soon have another purpose: to help Obama govern the country. If he wins, it also could cause him headaches: if you live by viral marketing, you can die by it, too. "His supporters have sky-high expectations and expect to be involved," says Will Marshall, who studied the Obama organization for the Democratic Leadership Council. "They are loyal but not easy to control."
Like FDR and Ronald Reagan, Obama is an innovator in organizing and communicating. Roosevelt was the first to rely on labor unions, and he talked intimately to voters through the then new medium of radio. Reagan built and benefited from a new conservative movement that perfected direct mail and established think tanks to conjure ideas that the former actor could mass-market.
FDR and Reagan communicated mainly in one direction—down. But Obama is claiming to be more: the first communal candidate, a man of twoway streets. Campaign volunteers make key organizing decisions; they also have access to voter lists, traditionally guarded by headquarters. "We have a very trusting organization," David Plouffe, the campaign manager, told me.
The resulting bottom line is astounding: 3.1 million contributors, 5 million volunteers, 2.2 million supporters on his main Facebook page, 800,000 on his MySpace page and perhaps a million more names on Obama's own campaign Web site. Even discounting for likely duplicates, Plouffe says he could end up "knowing" almost 7 million voters by Election Day—roughly one in 10 of Obama's likely total. "These are people who are responsive," he says. "They want to be respected and to continue to be involved in what we do."
And so they will be if Obama is elected. "If he wins, he's going to have a personal following he can use to press his agenda," says Marshall. "He can use these millions to reach over the heads of the Washington insiders, the Democrats on the Hill. It could be powerful."
It could also cause Obama problems. Much of America may be gung-ho about putting more troops into Afghanistan, but it's not clear Obamaworld is; he could run into opposition if he seriously pursues it. On the other hand, initiating talks with Iranian and Venezuelan dictators enjoys more support on his e-mail lists than in the rest of the country. If the Democrats win bigger majorities in the House and Senate, they (if not Obama) may well be eager to exact vengeance on Republicans, or at least cram Democratic ideas down GOP throats. Obama supporters might prefer more reaching-out. As Marshall sees it, most of them want a "transpartisan" approach that jettisons the old labels. "These people feel a close, personal tie to Obama, just as conservatives did to Reagan," he says. "But if and when he starts governing, he is going to start disappointing them."
At that point, the names on those voter and e-mail lists may start talking to each other, and may start saying things that Barack Obama—and White House aides hunched over their computers—don't want to hear. That's when we'll know how "trusting" an organization it really is.
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Howard Fineman is Newsweek's Senior Washington Correspondent and Columnist, senior editor and deputy Washington bureau chief. He is the author of "Living Politics," a column that began on MSNBC.COM and Newsweek.com and that now also appears in the print magazine. An award-winning reporter and writer, Fineman also is an analyst for NBC News and MSNBC, appearing regularly on "Countdown with Keith Olbermann," "Hardball with Chris Matthews" and "TODAY." The author of scores of Newsweek cover stories, Fineman's work has appeared as well in The New York Times, The Washington Post and The New Republic. His 2008 national best-selling book, "The Thirteen American Arguments," was released in paperback by Random House in the spring of 2009.
One of the nation's leading political reporters, Fineman has interviewed every major presidential candidate from (then-vice president) George H.W. Bush in 1985 to (then senator) Barack Obama early and often in the 2008 campaign cycle. His current work focuses on the Obama Administration and its top officials, as well as on Congress and politics throughout the country. Although based in Washington, Fineman travels widely in the U.S. and has covered politics and other events in 49 of the 50 states.
Fineman's work has produced many milestones and awards. A cover story in November 2001 featured President George W. Bush's first extensive interview after 9/11. Another cover, "Bush and God," was part of a series of articles that won the 2003 National Magazine Award for General Excellence. His reporting has helped Newsweek win many honors from the Magazine Publishers Association and the American Journalism Review. Other awards include a "Page One" from the Headliners Club of New York, a "Silver Gavel" from the American Bar Association and a "Deadline Club" from the Society of Professional Journalists (SPJ). In 2006 he received the Alumni Award from Columbia University's Graduate School of Journalism.
As a reporter and writer, Fineman ranges widely. Besides campaign-year covers, other projects have included: race and politics, the impact of digital technology on society, the influence of Hollywood on politics, the rise of the religious right and of conservative talk radio. He has interviewed business leaders such as George Soros, Bill Gates, Steve Case and Robert Rubin and entertainment figures such as Warren Beatty, Jane Fonda and Jay Leno.
Although now under exclusive television contract to NBC, Fineman over the years has appeared on major public affairs shows, such as Nightline, Face the Nation, Fox News Sunday, Larry King Live, Charlie Rose and the NewsHour. He was a regular panelist on Washington Week in Review on PBS (1983-95) and on CNN's Capital Gang Sunday (1995-98). He worked with Ted Koppel on Nightline specials, and has been a guest on Comedy Central's "The Daily Show with Jon Stewart" and "The Colbert Report."
A native of Pittsburgh, Fineman began his career at The Courier-Journal in Louisville, covering the environment, the coal industry and state politics before joining the newspaper's Washington bureau in 1978. He moved to Newsweek in 1980, was named chief political correspondent in 1984, deputy Washington bureau chief in 1993, senior editor in 1995 and senior Washington correspondent and columnist in 2008.
Fineman holds an A.B., Phi Beta Kappa, from Colgate, an M.S. in journalism from Columbia and a J.D. from the Brandeis School of Law at the University of Louisville. His legal education included a year as a visiting student at the Georgetown University Law Center. He received Watson and Pultizer Traveling Fellowships for study in Europe, Russia and the Middle East, and has traveled to more than 40 countries, among them China, Vietnam, Japan, Ukraine, Israel, Turkey and the West Bank Palestinian Territories.
Fineman is married to Amy L. Nathan, a senior counsel at the Federal Communications Commission. They live in Washington with their two children, Meredith and Nicholas.
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