This is an absolutely fascinating presentation by Anita Dunn, the White House Communications Director, on the media strategy of the Obama campaign—and by extension, the Obama administration. Her analysis is, I think, critically important for anyone who wants to understand the relationship between politics and the media in the current environment, and the approaches that politicians who want to be successful will need to adopt going forward.
From what I’ve seen, most of the blogospheric reaction has followed the tone of this WorldNet Daily piece:
President Obama’s presidential campaign focused on “making” the news media cover certain issues while rarely communicating anything to the press unless it was “controlled,” White House Communications Director Anita Dunn disclosed to the Dominican government at a videotaped conference.”Very rarely did we communicate through the press anything that we didn’t absolutely control,” said Dunn.
Though that presentation is not inaccurate, it’s designed to support the title of the piece:
White House boasts: We ‘control’ news media
and that title is inaccurate, in two ways. In the first place, Dunn nowhere claims to control the media; what she’s actually talking about is manipulating the media to control the message, to set things up in such a way that the story they have to report is the story you want them to report, so that your message gets out the way that you want it to get out. It’s not about controlling the media but using them for your purposes. (This was, of course, made a lot easier for them by the generally lap-doggish attitude of the major media toward Barack Obama.) And in the second place—and this is more important than it sounds—Dunn wasn’t boasting. She was simply reporting: “This is what we did, this is why we did it, and this is why it produced the result we wanted.”
What Dunn is essentially talking about here is the ways in which the development of the Internet has weakened and is eliminating the long-held power of the legacy media to filter reality, to decide what the culture in general will be broadly aware of—and the ways in which, in consequence, politicians can use that development to control their message. Indeed, she’s laying out a blueprint for doing so, and explaining why it was essential to her campaign’s success.
The fact that the Obama campaign understood this intuitively, and thus was able to use that intuitive understanding to do just that to an unprecedented degree, while the McCain campaign was completely clueless is one of the reasons Barack Obama is now sitting at 1600 Pennsylvania Avenue. The fact that Sarah Palin understands this, and in consequence has turned her Facebook page into a potent political weapon, is one of the reasons she is in my judgment the most important and effective political force in the Republican Party at this moment despite the best efforts of the legacy media to filter her right into impotence and irrelevance. Anyone who wants to compete with them in the future on anything approaching a level playing field is going to need to be smart enough and tuned-in enough to do likewise.
That is the real meaning and significance of Dunn’s presentation; rather than mistaking it for hubris on the part of the Obama administration and using it as one more cudgel with which to beat on the President, the Right needs to recognize her analysis of the political-media landscape as correct and her prescription as essential, and learn to go and do likewise. And the media had best do the same, and figure out how to adapt and respond, lest their current posture of lap-doggish servitude be institutionalized and rendered permanent.
(Cross-posted at Conservatives4Palin)