MyDD and the Evolution of Grassroots Digital Campaigning
Long before social media dominated the political landscape, a pioneering effort in digital organizing emerged through MyDD. Launched in April 2002 by Jerome Armstrong, MyDD served as one of the first grassroots websites dedicated to mobilizing political action through the internet. It became a critical hub for Democratic activists, blending the emerging power of blogging with strategic campaign organizing.
The site's influence grew rapidly, particularly during the presidential campaign of Howard Dean. By providing a centralized clearinghouse for information and coordination, MyDD helped redefine how candidates interacted with their base, moving away from top-down communication toward a more participatory, community-driven model.
[ไม่มีภาพประกอบ]Key Facts
- Founded: April 2002 by Jerome Armstrong.
- Primary Impact: Instrumental in the online organizing that helped Howard Dean become Chairman of the Democratic National Committee in January 2005.
- Notable Alumni: Markos Moulitsas (founder of Daily Kos) and several campaign strategists for figures like Bob Menendez and Kirsten Gillibrand.
- Innovation: Early adopter of the Scoop blogging platform and pioneer of the "Googlebomb" tactic for political visibility.
- Current Status: Dormant since 2010; transitioned to a generic product review site by 2019.
The MyDD Ecosystem and Political Influence
MyDD acted as a talent incubator for the early "blogosphere"—the community of political bloggers. Markos Moulitsas Zúniga, who founded Daily Kos (one of the world's most visited political blogs), began his journey by commenting on MyDD. Jerome Armstrong is often referred to by Moulitsas as his "blogfather."
The site's credibility was such that it directly influenced hiring practices within political campaigns. For example, Joe Trippi, Howard Dean's former campaign manager, hired Mathew Gross specifically because of his contributions to MyDD. This trend continued as other MyDD bloggers transitioned into professional roles for candidates including Russ Feingold, Debbie Stabenow, and Sherrod Brown.
Breaking News and Fundraising
During the 2004 U.S. Presidential Election, MyDD demonstrated the speed of digital media when Jerome Armstrong became the first source to break exit poll results at 1:58 PM EST. Beyond news, the site proved its financial utility. A 2005 profile in Campaigns and Elections magazine highlighted how MyDD, alongside Daily Kos and the Swing State Project, could raise significant funds for Democratic candidates and bring national attention to local races, such as the special election in Ohio's second congressional district.
Strategic Digital Tactics: "Use It or Lose It" and Googlebombing
In October 2006, blogger Chris Bowers launched two aggressive campaigns on MyDD to influence the midterm elections. These initiatives showcased a shift toward using data and algorithms to achieve political goals.
The "Use It or Lose It" Campaign
This initiative targeted "safe" Democrats—those running unopposed or facing opponents who raised less than $10,000. Using FEC filings to identify these candidates, the campaign pressured them to donate at least 30 percent of their campaign funds to the Democratic Congressional Campaign Committee or to candidates in competitive races. The effort gained significant traction and was eventually promoted by MoveOn.
The Googlebomb Campaign
Simultaneously, Bowers employed a Googlebomb—a technique of linking to a specific page using certain keywords to manipulate search engine rankings. By coordinating many users to link to factually negative, non-partisan news articles using the names of Republican incumbents, the campaign aimed to ensure that less-informed voters would see critical reports first when searching for a candidate's name.
[ไม่มีภาพประกอบ]Internal Conflict and the Decline of MyDD
Despite its success, MyDD was not without internal friction. During the 2008 primary, founder Jerome Armstrong was a vocal critic of Barack Obama, arguing that his candidacy was personality-driven rather than based on a battle of values. This stance attracted supporters of Hillary Clinton to the site. However, MyDD maintained a policy of allowing bloggers from various campaigns to post on the front page, including Obama supporter Josh Orton.
The site's influence waned as the political climate shifted. In June 2007, key contributors Matt Stoller and Chris Bowers left to found OpenLeft. By 2010, Jerome Armstrong stepped away from the site to avoid becoming "hardened, cynical, and without peace" due to the negativity of American politics.
The site's final political footprint was a post on October 10, 2016, where Armstrong predicted a landslide victory for Hillary Clinton over Donald Trump. By 2019, the domain had completely transitioned into a generic product review site.
Summary of MyDD's Impact
| Area of Impact | Key Contribution/Action | Outcome |
|---|---|---|
| Organizing | Grassroots coordination for Howard Dean | Dean elected DNC Chairman (2005) |
| Talent | Incubated early political bloggers | Founding of Daily Kos; professional campaign roles |
| Fundraising | "Use It or Lose It" campaign | Redistribution of funds from safe to competitive seats |
| SEO Strategy | Political Googlebombing | Increased visibility of negative news for incumbents |
Frequently Asked Questions
What was MyDD?
MyDD was an early grassroots political website and blogging community founded in 2002 by Jerome Armstrong, primarily focused on supporting Democratic causes and candidates.
How did MyDD influence the 2004 election?
It served as a key information clearinghouse for Howard Dean's supporters and demonstrated the power of the internet to break news faster than traditional media, as seen when it first broke exit polls.
What is a "Googlebomb" in the context of MyDD?
It was a tactic used by Chris Bowers to manipulate search engine algorithms by having many people link to negative, fact-based articles using a candidate's name, ensuring those articles appeared higher in search results.
Who were some of the notable people associated with MyDD?
Key figures included founder Jerome Armstrong, Daily Kos founder Markos Moulitsas, and campaign strategists like Chris Bowers and Matt Stoller.
Why did MyDD eventually stop covering politics?
Founder Jerome Armstrong stepped away around 2010 to escape the negativity and cynicism of the American political environment. The site eventually transitioned into a product review website.