The battlefield? Your mind.
The prize? Your decision.
Disclaimer: this is a non-partisan political post about the 2016 U.S. election.
Have you ever strategically withheld information from specific people so that they behave in a certain way? It need not be malicious; teachers withhold solutions to problems that their students are learning how to solve. You may withhold information about a surprise party you’re throwing for a friend.
The other side of it, however, is in strategic spreading of information. If a friend shares an idea with you, you may choose to share it or not, based on the context in which you received it. The information need not be different; only the context. If a friend tells you “I had apple juice today” in an open, cordial way, and you have no cause to believe it’s a secret, then perhaps you’d mention it to another mutual friend who also had apple juice today. However, if this friend beckons you close and says the exact same thing, but in a hushed tone, you might be reflexively inclined to treat it like a secret. And just like that, your behavior changed, with a gesture and shift in tone.
In any democratic political system, with the vote at the core of the political mechanism, every election is a battle for those votes. How people make that decision is usually based on the information they have and/or acquire in the time leading up to the election. Consequently, the vast majority of resources during elections go to advertising. In case you’re doubtful, here’s Bloomberg on the current election.
You’re no idiot; you know how elections work. Pro and Anti ads created with the intention of changing votes get targeted to specific demographics across every medium they can reach. It all started with the postal service and newspapers, but they’ve kept up with the advents of communication. Radio and television both are spoke-and-wheel type systems with one-way communication, and phone calls, while being direct and long-distance, aren’t with thousands of people at once. Together, these communication media formed the mechanisms that deliver information payloads, targeted to affect ideas. The battle has never stopped or changed in essence, but the medium now has.
But who are the players? Well, anyone with the resources to share information. The postal service was revolutionary in its time because it dropped the threshold of resources needed for ANY politically recognized citizen to communicate directly (albeit, by today’s standards, slowly) with any other in the country. For the cost of postage, one can mail a letter to everyone in the country if they want to. While those more money could necessarily get their information out more easily than the poor, everyone used the same medium. The television and radio, however, have a much higher threshold of resources needed to actually express ideas, and not just in terms of sheer dollar cost. Sharing an idea on radio or television requires, at the very cheapest end, notoriety. These media have, relative to the postal service, a very, very small number of players. Those who DO play are generally wealthier than those who don’t.
But how is it that so few people can affect so many? Targeting. Find out, based on polls, which areas have the highest proportions of undecided voters and try to sway them by giving them whatever content resonates in whatever context might be most . Use crop fields as background for ads run in rural areas. Make sure anybody speaking has the right dialect and gestures to match the region. Have them say a phrase that’s endemic to an area and makes voters feel like our candidate understands them and their problems in particular.
Where strategy fails, volume of information is often employed. Sheer inundations of information can be enough to sway even the most reasonable people, if more context isn’t accessible to them. Before the internet, if your newspaper, television, and radio all corroborated each others’narratives, what reason would you have to believe otherwise? For ‘battleground ‘areas, campaigns fight to raise funds so they can try and drown out the opposing narrative by sheer volume. For the undecided voter, hearing three times as many Red Team ads on the radio than Blue Team ads might be enough to sway their vote.
The internet, however, is an entirely different medium. The battle for your vote still uses the same tactics, but the internet doesn’t work the same way. For anyone in the U.S. (or any country with an open internet), web content isn’t regional nor is it centralized; it’s global and distributed to everyone with access. Before, you could air a commercial in the city that farmers probably wouldn’t like, and likewise show the farmers something that -might draw the ire of urban voters, and because their information was as segregated as their geography, there was little dissonance. Consequently, the potential pool of ideas that could be ‘safely’ used to campaign was far larger. While that pool has shrank, the volume of information accessible to everyone has exploded beyond anyone’s comprehension. Which brings me to this election.
This is November 6th, 2016. Election day is the 8th, and every couple of weeks, a new information leak or similar breaking story hits about Hillary’s emails or Trumps business practices, her financial ties or his misogyny. The details of this back-and-forth isn’t nearly as relevant as how this is affecting the people.
Pre-internet, finding information that might contend with a unanimous narrative from media channels was far, far more difficult than it is now. If you had a strong dislike for the candidate that your region nearly unanimously supports, finding information to illustrate WHY you dislike that candidate took work, if it was even feasible. Maybe you could get a hold of something in favor of another candidate, but if the margin in the polls is too wide, the opponents won’t waste ad money.
I call this a war is because the people have joined in, expressing their support for one candidate or hatred for the other in droves, using these affiliations to draw social boundaries and boycotting businesses. Anyone on the internet can, in seconds, create content that is globally accessible. Sure, we still gravitate towards like minds and create some degree of ideological echo chambers, but while information that challenges* ANY idea used to take work to find, it’s now a click away.
*Note: I use the word “challenge” very loosely here; it’s not about the validity of the information, nor the political relevance, but the impact of the information on the people sharing it.
Challenging (in the same sense as above) any idea is easier than it’s ever been, and more people have pitched their ideas into this election than, from my experience in political discourse, is completely unprecedented. People whom I’ve known to be loudly politically apathetic have suddenly engaged this year, often with near religious fervor. For far too many, whom they support in this election is the premise for their trust. They defend this premise, armed with as much information as they can Google to validate themselves. Well-researched, sound, cohesive arguments that may exist in favor of any candidate are preemptively invalidated by the opposition, simply by being against them. The context of your information, for them, erases any meaning the content may have had.
Good ideas are sifted from bad ones through argument and discourse… but that’s not happening anymore. Civil discourse requires at least some common context; you have to agree on what the problems are if you want any semblance of useful solutions. That common ground is, as far I can tell, nonexistent for this election. The result is people reflexively challenging whatever they see online that is against their candidate or in favor of their opponent.
Post something anti-Hillary. Find a quick reply sharing something awful about Trump.
Post something anti-Trump. Find a quick reply sharing something awful about Hillary.
For the most part, people seem to have given up even trying to find that common context necessary for meaningful, constructive discourse. And of course, with retweets, likes, etc., people on each side validate one another. Without discourse, any good ideas that the other side might have are indistinguishable from the noise. Even engaging with your own side about what you might think is a good idea from the other side is liable to cause dissonance.
This fog of information war… It worries me, more because of the likely spread to state and local elections than the presidential. I’m not looking forward to state legislators being elected simply for being on the ‘right side’, and potentially implementing policies that are never rigorously discussed or scrutinized.
Though this fog has some silver lining, from what I see; it’s now blatantly evident, hopefully to many more than just me, that the partisan gridlock that’s clogged the U.S. Congress for so long is in fact not just about political strategy, but about basic political philosophy.