From Borrowing to Building: The New Politics of Audience Ownership скачать в хорошем качестве

From Borrowing to Building: The New Politics of Audience Ownership

For decades, campaigns have won by borrowing — getting union endorsements, buying TV ads, riding the audiences others built. But a small and growing number of candidates are doing something fundamentally different: building their own audiences from scratch and keeping them well beyond election day. Doug Usher, a partner at Forbes Tate Partners and co-founder of the Analytics Program at Columbia University, joins Eric Wilson to unpack how this shift is changing not just how campaigns are run, but how power works once politicians are in office. From why moderates are at a structural disadvantage in an algorithm-driven world, to why Ted Cruz and Gavin Newsom are already playing the 2028 long game through podcasts and social media, this conversation reframes what it means to run for office in 2026 — and what it will take to win. Chapters 00:00 The Evolution of Political Campaigning 04:10 Building vs. Borrowing Audiences 08:51 The Challenges of Audience Building 12:57 Moderates in a Polarized Landscape 14:51 Institutional Reluctance to Build Audiences 18:06 Coalitions vs. Algorithmic Followings 20:58 The Future of Audience Building in Politics 22:46 Advice for First-Time Candidates