ONLINE NETWORKING BY PRESIDENTIAL CANDIDATES:
A TECHNOLOGY FOR LEADERSHIP AT THE NATIONAL LEVEL
by Frank Burns and Lisa Kimball

Recent articles in NETWEAVER have focused on applications of computer conferencing which support "Electronic Democracy" at local levels and on the potential of the technology for supporting participatory politics. In this election year, we have an opportunity to look at how electronic networking can contribute to national-level campaigns.

The proper functions of a campaign are to REFLECT public opinion AND TO LEAD IT -- by creating WITH the voters (1) new visions that attract public attention to the collective opportunities, (2) new channels for citizen excitement that involve them directly with democratic processes that achieve observable new outcomes, and (3) new stories containing self-fulfilling examples of how SOMETHING NEW AND EXCITING IS ALREADY HAPPENING. Each of these functions can be enhanced dramatically by taking advantage of the latest in electronic mail and computer conferencing technology. Candidates for President can use this technology now as a new tool for national leadership -- and in the process, lead the country into a new era of "electronic democracy."

The implementation framework we recommend contains three different levels. These three levels are both additive and complementary, as outlined below:

LEVEL ONE -- NETWORKING THE CAMPAIGN ORGANIZATION
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The most immediately useful application of online networking is to improve -- significantly -- internal communication in the campaign organization itself. With its own online computer conferencing system, a campaign organization can link its national headquarters staff with: (1) the traveling candidate, (2) the campaign staffs at field offices in key states and cities, and (3) key campaign strategists and speechwriters. Getting started at this level is as simple as opening three computer conferences. One can be for everyone involved in the campaign organization and can serve as a central clearing-house for disseminating campaign information -- newsletters, position statements, policy announcements, events, and travel schedules. A second computer conference can be dedicated to the "real" management processes of running any organization -- staying clear about who, what, when and why. A third conference can serve the key "issue-oriented" people in the campaign -- the candidate, the campaign manager, the strategists, and the speechwriters.


LEVEL TWO -- ELECTRONIC TOWN MEETINGS
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Candidates with the "clearest channel" to local voters and party organizations will win in the primaries -- and the party with the clearest channel to the most voters will win in the national election.

Town meetings -- interactive by their nature and therefore a very clear channel of communication -- provide a powerful link between voters, political leaders, and the media. Using computer conferencing technology at this level involves the sponsorship of issue-oriented public networks ("computer bulletin boards") at local, state and national levels. In ways not possible through ordinary polling methods, these "electronic town meetings" can provide candidates with a clearer understanding of popular opinion AND improve citizen and media understanding of the candidate and her or his positions.


LEVEL THREE -- ELECTRONIC THINK TANKS
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In their dual role of both reflecting AND LEADING public opinion, candidates for public office must formulate positions and agendas for their leadership that are based on an understanding of WHAT'S REAL AND WHAT'S POSSIBLE over a wide range of complex issues. The technology of computer conferencing permits the creation of "electronic think tanks" -- computer-linked networks of "citizen-experts" who work interactively with campaign managers and candidates in scanning issue-related information, analyzing alternatives, and developing positions and strategies for action. With the right composition, these electronic think tanks can also play a central role in planning and implementing post-election transitions.

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Author's note: Frank Burns is President, Metasystems Design Group, Inc.
in Arlington, VA. MDG is currently working with two
presidential candidates who have set up networks to support
their campaigns.