There is no doubt that blogging and citizen journalism will play a larger role in political elections going forward. The question that comes to mind is, “will blogs play a beneficial role or just digitize and accelerate the mud-slinging?”

The internet and tools like blogs enable information, conversations and opinions to find their way quickly to numerous potential voters. Technology is changing how politicians are perceived, supported and elected. 

Harold Burson, a public relations legend notes

“In effect, the time frame for opinion formation has been compressed -- a shorter time span for ideation, response and action. Consensus is reached more quickly and the place where an idea originates is no longer a concern. The flow of information is both instant and ubiquitous.”

The blogosphere is becoming a key battlefield in the political war of liberals and conservatives. Unfortunately, the political blogosphere mimics offline political media where much of the dialogue is one side shouting down the other and where issues are polarized and extremists shout the loudest. It seems political bloggers can only agree on one thing as promulgated in the Nation,

The battle for Joe Lieberman’s U.S. Senate seat is a current example of how blogging can mobilize constituents and manipulate opinion and potentially change a campaign. It also reveals how powerful blogging voices that are outside a politcal constiuency can influence voters.

In the case of Lieberman, anti-war bloggers (most not from Connecticut)  have rallied around Ned Lamont, Lieberman’s opponent in the upcoming Democratic primary in Connecticut and have affected the polls. Borrowing on the Howard Dean strategy of 2004, the bloggers have framed the issue as an “insurgent people-powered candidate” (blogger activists) versus the political machine (Lieberman).  That sounds great if the people powering the insurgency are actually Connecticut voters.

Strangely, what should be a local issue in Connecticut has turned to a blogosphere issue. Politically-left blog DailyKos has been a lightening rod in this debate. As found in Andrew’s Sullivan’s Daily Dish, not everyone in Connecticut appreciates all the focus from bloggers like Kos that live far from Connecticut.

The influence of main stream media on politics is already diminished by blogs. As the blogosphere expands (currently 50 million blogs) to include a voice for every side of every issue, perhaps the “blog advantage” will also dissipate and the political playing field will level truly giving every willing person a voice. That won’t stop the polarization on issues by activists but I hope it provides an opportunity for candidates and leaders to communicate, share and join in the conversation. What we don’t need is more tools for the professional "spinmeisters."