SXSW Interactive 04

Keynote: Democracy in Action, Zack Exley and Eli Pariser

March 14, 2004
"Somabitch, the Calvary has arrived!" said political writer Molly Ivins, who was introducing Zack Exley and Eli Pariser, two forces behind the online phenomenon known as MoveOn.org. Those attending the Sunday afternoon keynote agreed with Ivins. All, except Exley and Pariser.

"We're not the Calvary. You are," Pariser told the audience.

Though Exley and Pariser are quick to decline the superstar mantle that many are eager to bestow on them, there is no denying the good MoveOn.org has accomplished by inspiring public discourse and reinvigorating interest in the political process.

Horrified by 9/11 and consumed by the consequences, Pariser asked himself, what can I do? As a "Web guy," he decided to build a site, asking that and proposing suggestions. He sent it to a few friends as a petition and left it at that. Before the next day was through, he had 3,000-plus e-mail responses. Within a few days, over 40,000 had signed his online petition. By the end of the week the BBC called and asked, "Who are you?"

"'I'm only 20 years old,'" said the now-23-year-old Pariser. "'I don't know who I am!'"

This accidental coming of age story has reverberated across MoveOn.org and the now 2.1 million individuals on MoveOn.org's mailing list. While critics suggest that MoveOn.org is merely a vehicle to circulate online petitions, Exley argues that it has inspired real, on-the-ground, organizing. An early MoveOn.org success story was the nationwide candlelight vigils MoveOn.org readers were asked to hold in their respective communities prior to the U.S. invasion of Iraq.

"That came together in five days," Exley marveled.

Other milestones include keeping the Dean presidential campaign aloft far beyond expectations.

MoveOn.org's Bush in 30 Seconds competition attracted filmmakers to offer a critique of the Bush administration to answer the silence in mainstream media. The winning entry, "Child's Play," was refused by CBS, but has aired on other networks thanks to the support of MoveOn.org members who viewed the submissions online, voted for the most affective, and then collectively bought airtime. (CNN aired "Child's Play" during the Super Bowl.)

But has MoveOn.org fundamentally changed the political process? Not yet. What it has done is create a dynamic forum where individuals can discuss, support, and learn about issues.

"The potential of this medium is huge," Pariser said. "It's my hope that there are a million things we haven't even imagined, yet to happen."