Now that the Affordable Care Act has gone into effect, Republicans and Democrats have been waging an intensive marketing battle to frame its impact on the country. Quite interestingly, user-generated content has become a primary focus of both parties’ communication strategies. Using social media outreach, the parties have been collecting personal stories of Obamacare successes and (alleged) horrors to use as rhetorical ammunition in the war of public opinion. As CBS news explains, the House Republican website now has a section soliciting “Your Story” in an attempt to find people who are upset about losing their healthcare plans and are eager to speak about it. They even ask for a YouTube video link on the story submission form, signaling how they plan to use this user-generated material in their media marketing. The Democrats have responded with a similar strategy, using the Facebook page Affordable Care Act Success Stories to help build a more positive narrative about the program.
While the personal story has long been a staple of political rhetoric (think of all of those people that Bill Clinton would single out in his speeches), these latest developments indicate how political marketing is being thoroughly overhauled in the social networking age. As any marketing professional these days will tell you, peer recommendations that circulate online are far more trusted than traditional top-down persuasive communication, and political marketers appear to be adapting accordingly. The Obamacare stories in particular signal a ‘user review’-style approach to political communication that is fairly new. Instead of telling citizens about the benefits or drawbacks of the program themselves, they would rather you hear from ‘everyday people’ whose experiences are inherently more valued and trusted. Of course, social media facilitate this process to an immense degree, as anyone can now broadcast their ‘user review’ of Obamacare with a few clicks of a button.
In an editorial for the Guardian this week, Ana Marie Cox decries this sort of strategy as ‘anecdata,’ noting that statistical information is far more credible for making a case about a government program’s effects than a handful of individual stories that may not be representative of the broader population. Cox also makes the point that a lot of these social media-generated stories turn out to be false, such as a Facebook note written by Ashley Dionne (“this law has raped my future”) that went viral despite containing misleading information about the plans she is eligible for. Obviously, both parties should be wary of running with user-generated stories that haven’t been checked out, as this kind of internet hoax is becoming all too common. However, the emotional appeal of personal narratives can’t be denied, and I would expect that political marketing will continue to move towards these sorts of participatory formats that exploit the trustworthiness of ‘everyday people’ for rhetorical gain.