Ari Melber has written a great synthesis for The Nation about the new study “A Tale of Two Blogospheres” produced by a consortium of researchers from Harvard, Yale and Berkeley.

The study details the the structure (and resulting impact) of the left vs. right blogosphere or as they put it, “evidence of an association between ideological affiliation and the technologies, institutions, and practices of participation across political blogs.” This study completely coincides with the theories we lay out and the stories (and lessons learned) of Firedoglake, Feministing and Talking Points Memo that we detail out in our book Beyond The Echo Chamber: Reshaping Politics Through Networked Progressive Media.

Here are a few excerpts from Melber’s piece.

“One of the most striking findings is structural: liberal blogs provide audience participation options at triple the rate of conservative sites. That means visitors to progressive sites are more empowered to contribute entire posts to the “front page,” and more likely to have their contributions or comments highlighted before potentially hundreds of thousands of readers.

According to the authors, the netroots’ early embrace of deeper participation platforms, coupled with progressive bloggers interest in mobilizing fundraising and specific actions, helped prime the tactics and habits that supported the Democrats’ later web dominance (see chart).

The survey data does show that progressive bloggers were far more demanding of their readers.

One out of three liberal sites made direct fundraising pitches, and almost half asked readers to take some political action, according to a section of the study analyzing the top sixty-five blogs. On the right, however, only one out of twenty blogs pushed fundraising, and fewer than one out of five issued “calls to action.”

In the book, we tell the “impact story” of Firedoglake in a chapter titled “Assemble the Progressive Choir.” It demonstrates how FDL has successfully built a site that combines analysis, great acts of journalism, transparency, direct relationships between the bloggers and the community, a community forum, calls for action and fundraising (for the site itself and for political campaigns) to become one of the most successful progressive political blogs today.

I hope that both the blogosphere and the rapidly evolving legacy progressive media take heed from both the study and our book and continues with the much needed experimentation and implementation of community engagement, building and mobilization that will continue to build the overall impact of their journalism and messaging. It’s good for business. It’s good for impact.

This image summarizes the significant differences between the left and right blogosphere analyzed in the new study, “A Tale of Two Blogospheres.” (Click for larger image.)

Amy Goodman had a great interview a few days ago with Jane Mayer, author of The New Yorker’s The Insiders: How John McCain came to pick Sarah Palin. . The transcript is up at AlterNet. Mayer traces the Palin promotion path–as the new Alaska Governor to the Republican Vice Presidential candidate. There’s a lot of interesting info in the article, but I wanted to pull out two main points.

1) The conservative media helped propel Palin into the national spotlight and basically land the V-P position. They were able to do this because they a) have a successful echochamber and b) their influence is so strong in the beltway, DC circles–the politicos listen to them. This is a stark contrast with the innerworkings and influence of the progressive media.

It all started out with the heads of the conservative media meeting Sarah in her own home in a sort of skewed version of “Who’s coming to lunch?”

The contingent featured three of The Weekly Standard ’s top writers: William Kristol, the magazine’s Washington-based editor, who is also an Op-Ed columnist for the Times and a regular commentator on “Fox News Sunday”; Fred Barnes, the magazine’s executive editor and the co-host of “The Beltway Boys,” a political talk show on Fox News; and Michael Gerson, the former chief speechwriter for President Bush and a Washington Post columnist.

This got the ball rolling and when the contingent headed back to D.C., the Palin praise train started rolling out of the station. Mayer notes that many of the lunch guests had become full blown cheerleaders.

The most ardent promoter, however, was Kristol, and his enthusiasm became the talk of Alaska’s political circles. According to Simpson, Senator Stevens told her that “Kristol was really pushing Palin” in Washington before McCain picked her. Indeed, as early as June 29th, two months before McCain chose her, Kristol predicted on “Fox News Sunday” that “McCain’s going to put Sarah Palin, the governor of Alaska, on the ticket.” He described her as “fantastic,” saying that she could go one-on-one against Obama in basketball, and possibly siphon off Hillary Clinton’s supporters. He pointed out that she was a “mother of five” and a reformer. “Go for the gold here with Sarah Palin,” he said. The moderator, Chris Wallace, finally had to ask Kristol, “Can we please get off Sarah Palin?”

The next day, however, Kristol was still talking about Palin on Fox. “She could be both an effective Vice-Presidential candidate and an effective President,” he said. “She’s young, energetic.”

But as Mayer noted in her article, by February 2008 the “the chorus of conservative pundits for Palin was loud enough for the mainstream media to take note. Chris Cillizza, reporting for the Web site of the Washington Post, interviewed Palin and asked her if she’d accept an offer to be McCain’s running mate.” Palin demurred at the time, but her star was on the rise. During the V-P selection process, McCain REALLY wanted his good buddy Joe Lieberman, but his political operatives gave him the big “talk to the hand,” noting Joe (the Senator) was too liberal on domestic issues and sent him in the direction of a little-known, arch conservative, charming woman from Alaska. And the rest is history.

I find this fascinating for a few reasons. One, I don’t know of any traditional progressive media outlets or individuals who from the ground up, will actively promote and then crown potential candidates in such a way. The progressive media speculates, bets and discusses to death the pros and cons of various candidate options. When they feel ready (and if they are able), they will endorse. The progressive blogosphere has actually started to fill this gap by actively promoting and raising funds for candidates across the country, but the influence beyond the chorus is unclear.

When you look at the sphere of influence that the conservative publications have within their own party and the mainstream media, it makes you stop for a second to ponder the potential. But maybe that’s the corrupting influence of power overtaking me. The most important take away for me is that the conservative media has made sure that the beltway establishment doesn’t ignore them (or can’t, even if they want to.) The progressive media is starting to move in that direction, but still has a long way to go to have the same level of influence.

2) The other major point of this article that really struck me was the efforts by one man–Adam Brickley and where he came from. Mayer tells Goodman that Brickley was one of the main individuals that lifted Palin up above the masses.

Brickley, who is just out of college, and he is a staunch conservative, he’s looking for somebody who could add some pep to the Republican ticket, and he particularly is worried about Barack Obama and Hillary Clinton as, you know, a possible combination. So, anyway, he’s looking for a female. And he starts with Wikipedia, and he just looks for all the females in the Republican Party. And he told — I interviewed him — he says at some point, you know, he couldn’t find anybody good, and then he thinks, oh, what about that lady that just got elected in Alaska? So he looks up things about Sarah Palin and sees that she’s considered kind of this rising star.

And so, he starts a blog that’s called Sarah Palin for Vice President Blog. And it starts pushing Palin and gets picked up by many other conservative blogs and then finally works its way into kind of conservative radio, Rush Limbaugh, and the American Spectator, conservative magazines. So there’s this sort of growing groundswell.

Ok-great. We’ve heard the story of the lone ranger become a powerful powerbroker in the blogosphere before. And we love it. But I find this nugget much more interesting.

Mayer says that Brickley has “gone to the Leadership Institute, which is an organization that Morton Blackwell, an evangelical Christian, founded a couple decades ago to train sort of cadres of the right wing…. He’s also received scholarships from various right-wing organizations. He currently is living in a dormitory that’s part of the Heritage Foundation here in Washington, which is another big right-wing think tank. You know, he’s been trained in how to kind of help the conservative movement and how to become part of it. So, he’s pushing Palin, and his blog gets a lot of traffic. And so, there’s kind of this nexus of these forces coming together, both of which are really Washington forces that are pushing Palin.”

The training of young, media savvy progressive political activists is in full swing, but we are still CLEARLY far behind them in the active caring and feeding of them. The conservatives give their young leaders a career path. We give them fits and starts. This is not a new or brilliant notion, it’s just one I wanted to reinforce.

All in all–I’m not interested in the progressive media becoming king or queen makers, but I am interested in determining the means and infrastructure for raising its influence among the individuals and groups that are. What are the first steps? It would actually be interesting to survey D.C. insiders to see what progressive media they consume and why. Who wants to work with me on that???

Over the last few days I was at the Park Center for Independent Media’s inaugural symposium. It was great to hang, talk, learn from and gossip with some of my favorite independent media producers and thinkers. Josh Marshall of the illustrious Talking Points Memo (which will be spotlighted in our upcoming book) was the featured speaker yesterday evening. I twittered my way through the speech and thought it would be fun to share. Start from the bottom up.

Twitter of Josh Marshall's speech...

(If you’re on twitter, check out tweets from @digidave and @AmandaRMichel on the speech as well.)

This is an interesting article from MediaShift on digg’s evolution from a site mostly focused on technology stories to expanded issues, including their now most popular section–politics. The biggest complaint from some users is the liberal leanings of the posts (but maybe that just shows the organizing savvy and advanced use of technology by liberal media producers and their audiences? Hmmm?). Of course, there is also a nod to the tech-savvy of the “Ron Paulites.”

But the article also tells the story of AJ Wysocki, who was turned onto digg and social story sharing because of his affiliation to the liberal media outlet, The Young Turks. (Long quote from article, but I thought it was a great little case study. More below the excerpt…)

AJ Wysocki, 27, has only been a member and reader of Digg since June. He opened his account because a liberal political radio show he frequently listens to, The Young Turks, enlisted him as a “web soldier” and charged him with promoting the content of the show online.

“They were looking for people to do stuff on Digg and Facebook and MySpace,” he told me in a phone interview. “So I basically took Digg. What that meant is that every day I go on and submit video clips they do on Digg, and I also submit all the blog posts they write. That’s how I got started on the site really.”

Wysocki became a heavy listener of “The Young Turks” after the 2004 election; it was then that he grew increasingly interested in politics, and he followed the hosts as the program traveled from Sirius Satellite Radio to Air America and then later when it was dropped from the liberal radio network and became an independent entity. When they asked him to help them promote content on the social news site, he only had a vague idea of what it was.

“I’ve seen the little icon, because I read Huffington Post a lot, and I saw that little Digg icon but I never really looked at it,” Wysocki said. “And then I visited it and I thought this is a good idea because you can really build hype. If someone has an interesting story and you have enough friends to vote on it, it’s kind of like democracy. If you really like it then a lot of people see it and then it gets to the front page and a whole bunch more people see it.”

In the short time that he’s been a user of the site he has become a heavy reader, eventually expanding his submissions to include content not created by the Young Turks. In the process, a few of his submissions have ended up on the coveted front page.

Curious about how The Young Turks had engaged the young Wysocki to become their “web soldier”, I went on an investigation (i.e. visited their site) and saw that they had the specific link “Promote” that details out ways for their audience members to market and support the program through social networking and sharing. For example, they tell audience members what to do with Digg:

Digg our podcast and our video clips
Help get our podcast on the top of the news podcast page on Digg. Vote for our podcast on Digg here.
Don’t forget to Digg our daily clips, found on our Web site or YouTube.
Why stop at Digg? Don’t be shy. You can also support the show by ranking our clips, videos, and blogs through Google Trackback, Technorati Trackback, del.icio.us, and Reddit. So start clicking!

Now, for many of us in the media world, this is pretty elementary stuff. But how many of us explicitly ask and describe for our audience members how to share the info and what the result will be ? Most of us just have the little icons on the bottom of our posts. Maybe many of us think that our audience members already know what to do with these buttons and what the results will be, but if the story of A.J. is a good example, that’s clearly not the case. So the lesson is: If it seems so simple, it’s stupid to do–then it’s a probably a good idea.

So–oh yeah. If you’re reading–go digg this post! The little button is the first one on the left. And post to delicious and share on Facebook and, well… you get the point.