This leads to the idea of being able to control the message, who has this control, and what can we do with the control that we do have. In Chapter 1 of “Controlling the Message” by Farrar-Myers and Vaughn, we see this idea exemplified in the 2008 Obama campaign and how the use of social media escalated to create a more personal, impactful, and interactive campaign that focused on crowds and targeted their specific interests based on information that could be found about each potential voter, especially through programs like Project ORCA and the Houdini system. “This social media targeting was premised on voter modeling, which entails assigning numerical scores representing political attitudes and behavior to every member of the electorate,”(Kreiss and Welch). This allows politicians who are leading a campaign to control the message in new ways in order to create a persona that they believe is desirable to the public.
But it also gives the public a good amount of leverage as well, for they are the ones who are depended upon to respond and interact within this platform. They hold the power in this way for social media movements can just as easily be created via crowds as it can via a political candidate. Even if these social movements are just in the form of memes about Trumps hair, they are still created by a crowd coming together with a common goal in mind in order to create, share, and make a recognizable theme of humor that those outside of this crowd can understand.
New Funny Picture: Since we’re hating on Donald Trump… http://t.co/a3GiVPMOoB #funny #meme pic.twitter.com/9JCH5M2Bqf— The Funniest (@funnyquotedaily) March 4, 2013
Or in the form of a Facebook page for all memes Bernie Sanders and low down political fun. AKA: Bernie Sanders’ Dank Meme Stash. You just have to see it to believe it.
Okay, enough fun for now. Crowdsourcing actually can do much more than the Tom foolery shown above; not always, but it has happened. In “Controlling the Message” we find that digital political advertising began in 2000 and has only progressed since then. This advertising model is easily broken down into three primary objectives in the 2008 Obama campaign. “...to build a robust supporter base, to mobilize those supporters to become volunteers and donors, and to persuade undecided members of the electorate (Barnard and Kreiss 2013),” (Kreiss and Welch).
This digital advertising model can be seen in how Reddit and Facebook users were able to crowdsource together to help solve the 20 year old cold case of Jason Callahan who had been missing. In a way, the volunteers and detectives who were working on this case were using digital advertising to their advantage in order to find Callahan. They dropped this call for help out on the Internet, in hopes of building a supporter base (objective one), to mobilize some of these supporters to become participants in this search by volunteering or donating time or funds (objective two), and in hopes of persuading others to join in on this search, at least in the form of support, which can mimic the objective of persuading voters to choose one side of the electorate or the other (objective three).
It all began with the simple sharing of a photo, something that happens on massive scales every day. "That month, an Australian woman with the handle greymetal opened a Grateful Doe subreddit and posted his picture to Imgur. She and other volunteers circulated the image widely, particularly within Grateful Dead fan communities; they also posted it to places like r/washintondc and Buzzed,” (Dewey). The formula is not completely interchangeable, but there are definitely some similarities between both situations.
Do you recognise me? I have been without my name for nearly 20 years.
Crowdsourcing is simply a search for answers, even if those answers involve something more simple and nostalgic, like Bigfoot. The Bigfoot Field Researchers Organization, the BFRO, is an example of how independent groups are able to interact within themselves to reach a common goal. In Chapter 3 of “Controlling the Message” we see how social media has opened doors for independents in a political sense, in order fro political narratives to be shaped via “attack dogs” or “cheerleaders”, but in a non-polical setting, this looks a little different. “This new medium allows independent groups to reach important constituencies,” (Azari and Stewart). This Bigfoot crowdsourcing is happening by area, state, and region; this same categorizing also happens when mapping for the presidential polls.
The belief with this type of crowdsourcing is by collecting community option and input, this will lead to potential truth. Given that the search for Bigfoot has been going on since the mid-1800s on the Pacific Northwest coast involving the indigenous tribes that lived there, which is still debatable, just like Bigfoot itself, it is hard to say if this crowdsourcing will lead to any truth at all. The only truth that attempts to present itself is the fact that the amount of data regarding Bigfoot sightings uploaded to the BFRO page has become more sporadic or slowly trickled off in all the regions as a whole, taking into consideration the regions that receive the most sightings like California, Ohio, and Oregon.
This has potential to be an example of “audience fragmentation” given the specific focus on information at hand. Azari and Stewart describe “audience fragmentation” as “allowing readers to choose content on the basis of topic and point of view”. Those who are participating in the BFRO site are choosing their topic of focus and are allowing bias based on their point of view. They are expressing a small ability to control the message that is being created for they are playing an active part in creating that message itself in the hopes of finding truth. There have been claims to truth in these sighting, but no actual truth has been acknowledged.
The last example of crowdsourcing is the infamous 4chan and Reddit users who investigated the Boston Marathon bombing. "The Boston Marathon bombing is easily the most crowdsourced terror investigation in American history, with the FBI soliciting videos, cellphone pictures, and anything that could lead to the capture of whoever set off those pressure cooker bombs. This is what happens when you ask for the public's help,” (Abad-Santos). These users are seeming to act as “surrogates” as Azari and Stewart describe, who are carrying and creating a narrative for what may or may not have happened during the bombing and who is responsible for the bombing itself.
Once again, pictures were the main source of evidence in the attempt to find truth, even though no truth was found, but the sharing and discussing of photos and media in a crowd-focused way was the main way in which the public attempted to find answers; much like I think the FBI or police force would. The main focus was on backpacks, for that is what the bombs would have most easily been transported in without looking suspicious. Photos are a huge part of our lifestyle and one of the biggest ways we look for answers; whether that be Facebook stalking your ex or literally trying to find the perpetrator of a bombing.
The reasoning behind this type of crowdsourcing is if you get a big enough group of people together, it will make up for the unhelpful weirdos who just scream conspiracy theories when they have nothing else, and they never do. I believe the 4chan and Reddit users were truly trying to help solve this, and I think there were solid attempts, without just blaming conspiracy theories, even though there was a fair amount of this kind of conversation involved regardless. Ultimately the question is how big does a group have to be in order to find a “truth” reagardless of the level of seriousness involved. There is a certain amount of “it depends”, but social media is really about manipulation, for better or for worse, so the question is how much of a manipulator do we have to be to find truth? Don’t act surprised, truth isn’t as gleaming and pure as you thought. Crowdsourcing is massive manipulation to find an answer, and truth, unfortunately so, sometimes acts in the very same way.