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The Moveon Effect: Disruptive Innovation within the Interest Group Ecology of American Politics

2009; RELX Group (Netherlands); Linguagem: Inglês

1556-5068

David Karpf,

Nonprofit Sector and Volunteering

This paper explores structural and tactical innovations that have led to MoveOn's meteoric rise in American politics. Drawing upon recent works detailing history of civic associations in America, it suggests that changes in membership and fundraising regimes introduced by MoveOn are similar to changes witnessed in late 1960s and early 1970s - changes which led to both an group (Baumgartner and Jones 1993) and replacement of a previously-dominant organization type with a new modal organization-type (Skocpol 2003). It offers an early investigation of new political economy of interest group representation, characterized by large generalist organizations that span multiple issue spaces and, relying on internet for communications, function with greatly-reduced infrastructure overhead costs, and also by small niche organizations that cater to specialized publics or topics. In so doing, it demonstrates why recent explosion of internet-mediated participatory activities is associated with significant disadvantages for longstanding political associations, presaging a generation shift within advocacy community that structure and mobilize collective action in American politics. paper has four parts. It will begin with a brief review of relevant literature. Of particular importance are two recent works in political science - Bruce Bimber's Information and American Democracy and Theda Skocpol's Diminished Democracy - and one work from organizational management - Clayton Christensen's Innovator's Dilemma. These three works, rarely associated with each other, each offers important insights into dynamic shifts in online transaction costs that enable MoveOn's rise to prominence. paper will then move to a detailed discussion of MoveOn itself, with a focus on its member recruitment, engagement, and fundraising strategies. Despite MoveOn's prominent place in American politics, organization has attracted surprisingly little scholarly attention (one noteworthy exception being Chadwick 2007). Based upon website and e-mail content analysis and elite-level interviews, I will offer a description of The MoveOn Model. Thirdly, it will look more broadly at membership and fundraising trends among single-issue professional advocacy organizations that have dominated interest group politics since interest group generation shift of 1970s, illuminating important shifts in membership and fundraising regimes currently under way. paper then closes by discussing impact of the MoveOn effect on various classes of nonprofit political association, as well as identifying those areas currently underdefined or in need of further exploration.