A screenshot of www.change.gov.Fans of The West Wing will fondly remember Big Block of Cheese Day, the annual event in the Bartlett administration where the White House would open its doors to whatever unusual groups couldn’t otherwise get an audience with the president’s staff. It was based on Andrew Jackson’s tradition of literally putting a big block of cheese in the White House and inviting citizens to come in and eat. Those episodes showed a kinder, gentler government, one that was open to the people and eager to interact with its citizens. Figures that it was on a television show.
But now, it looks like the Obama administration is working to become more like the Bartlett administration, albeit with less dairy. Last week, the team debuted change.gov, the official Web site of the transition to the White House. A blog provides updates on how the new administration is coming together. Each member of the new Obama team is posting an introduction video. There is plenty of information about each position to be filled and, after a brief vacation, detailed issue plans.
The site is the most transparent and modern in the government’s often-spotty history with the Internet. But its most interesting feature is the “American Moment,” where visitors are encouraged to share their stories, concerns and, of course, hopes. The submissions have already started to appear on the site, showing that the administration actually does take it seriously. There’s no way to know if Obama’s people will actually take the stories into consideration when they draw up their agenda, but it is nice to know that somebody is at least listening.
This site is just the beginning of what Obama has already promised will be a transparent and digital administration, one that actually listens to its citizens and shows them how they make decisions. Obama’s campaign showed the potential of the Internet and grassroots involvement, an extension of the strategy Howard Dean mastered in the 2004 race. Obama was a big presence on Facebook and MySpace and he expertly used the Web to mobilize young voters. Through his Web site, he managed to organize millions of volunteers, set up events and amass astronomic campaign funds.
He also embraced digital technology to connect with his supporters in an unprecedented way. When he settled on Joe Biden as his V.P. pick, supporters found out before the media…via text message. He sent out more emails than that annoying kid on every listserv that just wants to “remind” people about his upcoming a capella show. Only Obama’s emails were personally addressed to each supporter and very calmly encouraged them to donate or get involved in the campaign. He completely outlapped McCain on the Web (not surprising, considering McCain’s alleged inability to use email).
If the campaign was any indication, this administration will be the most Web-savvy, and thus the most interactive. Obama has already made one upgrade – the weekly presidential radio address will now be recorded and broadcast on YouTube. This could bring back the days of FDR’s fireside chats, where people actually find a way to listen to their president to get a sense of what is going on in the government. He has promised to make his presidency more transparent, though there are obvious security and resource limitations on that promise. But it is still an encouraging sign that Obama set up change.gov.
It shows that Obama is serious about engaging the digital generation, not only reaching out to them but also hearing from them as well. This campaign saw a debate use YouTube to ask questions and a record number of young voters turn out, many excited by Obama’s digital presence. The Web will allow the “apathetic” young adults to easily find out what’s going on the world. But more importantly, it will allow the government to hear what really matters. In Obama’s acceptance speech, he emphasized that the change hadn’t happened and that it was going to take work from all of us. He is using the Web to help make that change happen, listening to what matters to the citizens and letting them hear what they need to know.
Realistically, will a member of Obama’s staff read every person’s submissions? No. Will one person’s email change Obama’s agenda? Of course not. But even as an empty gesture, this could change how government and campaigns are run. Dean started the Web trend in his failed bid, going from a Chris Dodd-like afterthought to the upper tier of the slate just by attracting supporters through the Internet. Then Obama took it to the next level. If change.gov is successful, then no future politician will be able to get by without a Web team. Message boards and personalized emails will become the norm in the political sphere.
Already, the Republicans have already gone to the Internet, launching Rebuild The Party, which encourages party leadership to start using digital technology to help re-energize the GOP. It’s guaranteed that in the next election, the right will have a strong Web presence, hoping to capture some of the tech-savvy voters that Obama grabbed.
With both parties turning to the Internet, we are entering a new era in government, one where government Web sites are more than just bland biographies and Barney-cam. Through Obama’s message boards, we’re moving closer to that Mr. Smith ideal where the government really listens to the people and vice versa. And we can do it all from the comfort of our bedrooms.