The Internet is facilitating a generational transition within
America's advocacy group system. New "netroots" political
associations have arisen in the past decade and play an
increasingly prominent role in citizen political mobilization. At
the same time, the organizations that mediate citizen political
engagement and sustained collective action are changing. They rely
upon modified staff structures and work routines. They employ novel
strategies and tactical repertoires. Rather than "organizing
without organizations," the new media environment has given rise to
"organizing through different organizations."
The MoveOn Effect provides a richly detailed analysis of this
disruptive transformation. It highlights changes in membership and
fundraising regimes - established industrial patterns of supporter
interaction and revenue streams - that were pioneered by MoveOn.org
and have spread broadly within the advocacy system. Through
interviews, content analysis, and direct observation of the leading
netroots organizations, the book offers fresh insights into 21st
century political organizing.
The book highlights important variations among the new
organizations - including internet-mediated issue generalists like
MoveOn, community blogs like DailyKos.com, and neo-federated groups
like DemocracyforAmerica.com. It also explores a wider set of
netroots infrastructure organizations that provide supporting
services to membership-based advocacy associations.
The rise of the political netroots has had a distinctly partisan
character: conservatives have repeatedly tried and failed to build
equivalents to the organizations and infrastructure of the
progressive netroots. The MoveOn Effect investigates these efforts,
as well as the late-forming Tea Party movement, and introduces the
theory of Outparty Innovation Incentives as an explanation for the
partisan adoption of political technology.
Written by a political scientist who is also a longtime political
organizer, The MoveOn Effect offers a widely-accessible account of
the Internet's impact on American politics. Operating at the
intersection of practitioner and academic knowledge-traditions,
Karpf provides a reassessment of many longstanding claims about new
media and citizen political engagement.
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