Making Money on Internet

Show me a modern political candidate who doesn’t understand television, and I’ll show you a loser.

When TV became the dominant medium for Americans to consume news and entertainment, political candidates could no longer be successful without looking polished in televised debates, appearing on talk shows and spending big on commercials.

Like the television boom of the 1960s, we are standing on the precipice of a big shift in how public figures are perceived and how campaigns are conducted. Our frontier is social media, and its impact on mainstream political culture is coming on fast.

While my colleagues have been making their predictions about what’s on the tech and social media horizon in 2011, there will be no major U.S. elections next year. Here, we’ll be postulating about social media’s impact on the more long-term future of American civics.

1. There Will Be a Tipping Point

While campaigning and marketing share many similarities, the differences mean everything when you’re talking about democracy’s big picture. Brands can sell by hitting a tech savvy demographic of influencers. Elections involve everyone, whether they’re online or not.

If a large bloc of your constituency is made up of 65+ year-old retirees, chances are a Facebookclass="blippr-nobr">Facebook strategy won’t be time well spent. Despite the enthusiasm of the tech crowd and blogosphere, Twitterclass="blippr-nobr">Twitter is exceedingly far from the mainstream, with only 6% of Americans using the service. And while the world consumes YouTubeclass="blippr-nobr">YouTube videos at a mind-bending rate, viral success is still transient and elusive.

While these tools have certainly proven to be effective in rallying support and contributions, we don’t yet live in a world where social media can make or break a political candidate by itself.

That will change, perhaps even by the next major election cycle.

The future of the social media politician is not about wild speculation and technological uncertainties. It has everything to do with when and how deeply social media can be absorbed into mainstream culture. We are on track for a tipping point — a JFK/Nixon TV debate moment — when everyone on the political scene will acknowledge that we can never go back to campaigns without social.

2. New Media Strategists Will Just Be Strategists

I’ve had the opportunity to talk with the new media strategists for a number of senators, congresspeople and political causes. Despite their differences, they all agree that their own jobs will soon be folded into the larger campaign strategy. As many have already foreseen, social media will not require experts for much longer. As we head toward true mainstream adoption, social will be a default and well-understood tool in the belt of any public-facing professional.

We’ve already seen this happening in the private sector with marketing and PR professionals. As many corporate entities lumber to catch up with those on the cutting edge, so too will government officials and the campaigners who seek their offices.

3. We’ll See the Devaluation of Old Media in Politics/>

Print and radio ads are not as valuable as TV. TV will no longer be as valuable as interactive media. For politics, this is especially so, as the arena (at its best, anyway) warrants engagement and discussion.

As media appetites shift, this is an inevitability. In the U.S., we’re already seeing web use catch up with television in terms of weekly hours spent. Political money will simply go where the eyeballs are, and we’re likely to see a big payoff on social creativity when it comes to future campaigns.

4. Whistle Blowing Gets More Efficient, But That’s It

The WikiLeaksclass="blippr-nobr">Wikileaks saga has ignited plenty of discussion about journalism and whistle blowing in the Internet age. But at the end of the day, the mechanics of an information leak are about the same as they’ve always been: Someone from within an organization leaks damaging information, and the media (in whatever form) disseminates it to the public. Generally speaking, WikiLeaks has only acted as a “middle man” for raw information. It’s journalists who are making sense of it and transmitting it to the public with context.

The web only speeds up this process through digitization and universal access. Governments and politicians will feel the impact of leaks sooner, but it’s unlikely the methods of protecting sensitive information will be much changed.

Your Thoughts?

What do you think will be social media’s biggest impact on the political process? How long until we see a winning campaign strategy that is purely social? Let us know your thoughts in the comments.

More Political Resources from Mashable

- How WikiLeaks Became the Story of the Year in 2010 [VIDEO]/> - The Future of Social Media and Politics/> - How Political Campaigns Are Using Social Media for Real Results/> - How the “Rally to Restore Sanity and/or Fear” Nailed Social Media/> - 17 Web Resources to Help You Decide on Election Day

For more Social Media coverage:

class="f-el">class="cov-twit">Follow Mashable Social Mediaclass="s-el">class="cov-rss">Subscribe to the Social Media channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for Android, iPhone and iPad

...hopelessly outgunned presidential campaign as if it was a business, not even spending more money than he had in hand. C'mon now, how laughable is that in this day and age in modern America that someone who wants to run the federal government should live within his own campaign means? Just like normal people who live on a real budget with no ability to vote themselves a pay raise and a higher debt ceiling when no one is watching C-SPAN!

When the ultimate Democratic winner, in league with the extraordinary gentleman Harry Reid and the tough-talking San Francisco grandma who's House speaker, has decided to spend a gazillion more dollars than any non-federal calculator has digits to display.

These people, for Nancy's sake, are already spending the income taxes of the unborn grandchildren of those 4,000 babies that Paul delivered. A shocking realization that may be helping to fuel the recent re-examination of Ron Paul, who never met a federal dollar that needed spending -- unless it was going back to his district near Houston.

Ron Paul came within something like 1,000 delegates of catching John McCain for the Republican nomination in St. Paul. But when he finally gave up, Paul still had about $5 million left over. He's been investing it traveling around the country to speak and helping like-minded RFR's (Republicans For Real) organize all over. And, who knows, maybe sell a few books.

But now, just as his fierce supporters fearlessly predicted all along, many in American politics are coming around to think that maybe RP's crazy ideas, for example, of auditing and controlling the Federal Reserve, are maybe not quite so crazy.

Our news colleague in Washington, Don Lee, details the sea-change in opinion in a comprehensive look at the old guy's rebirth for weekend print editions, which we're sharing here this morning as a distinguished guest post for Ticket readers around the world.

And for any surviving Ron Paulites, who won't dare leave their typically snippy comments below because that would require them acknowledging that their favorite fiction about a MSM conspiracy to ignore the old guy is fiction.

-- Andrew Malcolm

Because no federal funds are involved, Ron Paul would want you to click here for Twitter alerts of each new Ticket item. Or follow us @latimestot. Or join us over here on The Ticket's new Facebook FAN page.

Here's Lee's reported news item:

For three decades, Texas congressman and former presidential candidate Ron Paul's extreme brand of libertarian economics consigned him to the far fringes even among conservatives. Not a few times, his views put him on the losing end of 434-1 votes on Capitol Hill.

No longer. With the economy still struggling and political divisions deepening, Paul's ideas not only are gaining a wider audience but also are helping to shape a potentially historic battle over economic policy -- a struggle that will affect everything including jobs, growth and the nation's place in the global economy.

Already, Paul's long-derided proposal to give Congress supervisory power over the traditionally independent Federal Reserve appears to be on its way to becoming law.

His warnings on deficits and inflation are now Republican mantras.

And with this year's congressional election campaign looming, the Texas congressman's deep-seated distrust of activist government has helped fuel protests such as the tea-party movement, harden partisan divisions in Washington and stoke public fears about federal spending and the deficit.

"People are wondering what went wrong. And they're not happy with what the....

....government is offering up," said James Grant, editor of Grant's Interest Rate Observer, offering an explanation for why seemingly wonkish arguments over interest rate policy and the money supply are spilling over onto ordinary Americans.

Some of Paul's most extreme views are still beyond the pale for most economists. Despite the eroding value of the dollar, no one expects the U.S. to return to the gold standard, as Paul advocates; most economists think that could wreck the economy.

In their less drastic forms, however, Paul's ideas are being welcomed by conservatives and viewed with foreboding by liberals. For conservatives, runaway inflation constitutes the biggest potential threat to the nation's future. Liberals worry that cutting back stimulus efforts too soon could slow or even halt the current recovery.

The debate over that question -- what the basic thrust of U.S. economic policy should be -- is likely to dominate the coming elections and Washington policymaking.

And so far, Paul and his fellow conservatives are on the offensive. President Obama and congressional Democrats are repeatedly pledging not to increase the deficit and to begin cutting back soon.

"I think we're going to be in for more revival of fiscal responsibility," said William Niskanen of the Cato Institute, who headed the Council of Economic Advisors under President Reagan.

Niskanen sees the Texas Republican's increasing influence as stemming from the continued economic weakness. "To this extent, Ron Paul gains voice," he said.

Paul would go a lot further in cutting back the government's role than even free-marketers like Niskanen support. If Paul had it his way, for instance, he would do away with the Fed entirely. In his bestselling book "End the Fed," he lambasted the central bank as an "immoral, unconstitutional . . . tool of tyrannical government."

Such rhetoric might once have been dismissed as extremism.

But Paul's anti-Fed message has drawn broad support because of the central bank's failure to restrain the flood of cheap money and excessive risk-taking in the years leading up to the financial crisis.

It has stirred rallies on college campuses and supportive commentaries from Wall Street pundits. More than 300 representatives in Congress have embraced Paul's ideas for reining in the Fed.

The response "is even more than I ever dreamed," Paul said in an interview, reminiscing about one evening during his 2008 White House run when University of Michigan students chanted "End the Fed" and burned dollar bills.

Paul, a skinny 74-year-old with a hangdog expression, understands that historical circumstances have thrust his ideas to the fore. "An intellectual fight is going on," he said.

Paul traces his economic views to his frugal upbringing in Pittsburgh at the tail end of the Depression. He saved pennies from delivering newspapers and helping out his father's small dairy business.

And his first economics class at Gettysburg College was an eye-opener, Paul said. When a professor explained how banks keep only a tiny part of their deposits on hand and earn money by lending out the rest, Paul discovered one of the "tricks" of the financial system.

Beyond that, Paul's ideas are grounded in the work of economic thinkers from an earlier era who focused on problems similar to those besetting the U.S. today.

In particular, Paul is a disciple of Ludwig von Mises, an Austrian theorist born at the end of the 19th century who contended that government intervention in an economy would fail because free markets were better at allocating resources and fueling growth.

Having lived through Germany's devastating hyperinflation in the early 1920s, which helped pave the way for Hitler, Mises wrote long before the Great Depression that over-generous credit policies would encourage excessive borrowing, creating a boom and then a bust.

Mises' ideas became central to what is known as the Austrian School of economics, which emphasized tight controls on credit and money supply, a strategy that discouraged financial ups and downs but tended to slow growth.

By 1940, when Mises arrived in America, most Western economists had embraced the competing theories of Britain's John Maynard Keynes, who called for government to stimulate the economy by spending on infrastructure and cutting interest rates.

Obama has largely followed the Keynesian script, as President George W. Bush did when the economic crisis broke.

Paul's once-lonely espousal of the Austrian School's ideas has gotten new impetus from conservative economists and Republican political strategists.

"A lot of good ideas were shoved aside because of the Depression and the rise of the Keynesian view of the world," said George Selgin, an economics professor at the University of Georgia.

Paul contends that Austrian economics explains the most recent financial meltdown: "It says if you inflate too much, if you have no restraint on monetary authorities, you're going to bring on a crisis." Now, Paul says, administration policies are leading the country toward disaster.

Selgin and many mainstream economists agree that pumping too much money into the economy can lead to trouble, but they say Paul goes too far.

In the 1930s, say Selgin and many other economists, including Fed Chairman Ben Bernanke, the U.S. economy began pulling out of the Depression thanks to federal easing of monetary policy.

The economy tipped back into depression after the reins were tightened too soon.

"In this aspect of the monetary system, he's just blown it," Selgin said of Paul.

However, like Mises, whose portrait hangs on his Washington office wall, Paul is intransigent, and that has earned him an ardent following.

"His views are strong and hardheaded, but you've got to stand firm or you'll get blown over in this world," said Mark Skousen, editor of the newsletter Forecasts & Strategies and a former economics professor at Columbia University.

-- Don Lee

Photo: Larry Downing / Reuters; Orlin Wagner / Associated Press; Associated Press (Paul argues with Mike Huckabee in a GOP primary debate).

 

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