VAL 2016 | ”Disintermediation” är ett uttryck som vi måste lära oss om framöver vi vill kunna förstå och tolka amerikanskt väljarbeteende.
Enligt David Von Drehle på tidskriften Time är detta förklaringen till både Donald Trumps framgångar hos republikanerna och Bernie Sanders hos demokraterna.
Disintermediation betyder helt enkelt att väljarna har tröttnat på att låta partiernas toppar, media och olika ekonomiska intressen tolka och lägga tillrätta vad de skall tro och tänka. Man vill nu ha det politiska budskapet direkt från källan – utan mellanhänder, spin och försköningar.
Disintermediation är med andra ord en del av den nya tidsandan.
Von Drehle skriver:
Big Money, the supposed superpower of post–Citizens United politics, is a dud so far. Super-PAC bets by various billionaires have done nothing to fire up such candidates as former Florida governor Jeb Bush. Bush has filled screens in key states with millions of dollars in both positive and negative ads. The result: falling poll numbers. Touted as a front runner a year ago, Bush is mired in single digits and rang in the new year by announcing that he was scrapping a round of ads in favor of more ground troops in early-voting states.
Big Media too has been brought low. The collapse of Trump was predicted so often, so erroneously, in so many outlets that the spectacle was almost comic, like a soap opera that keeps killing off the same deathless character.
What if all of these groundswells are part of the same tsunami? By coming to grips with Trump, Republicans might begin grasping the future of presidential politics, as the digital forces that have upended commerce and communications in recent years begin to shake the bedrock of civic life.
Disintermediation is a long word for a seemingly simple idea: dumping the middleman. It came into use a half-century ago to describe changes in the banking business.
Donald Trump is history’s most disintermediated presidential front runner. He has sidestepped the traditional middlemen–party, press, pollsters and pooh-bahs–to sell his candidacy directly to voters, building on a relationship he has nurtured with the public from project to project across decades.
This can explain why Trump is unscathed by apparent gaffes and blunders that would kill an ordinary candidate. His followers feel that they already know him. When outraged middlemen wail in disgust on cable news programs and in op-ed columns, they only highlight their irrelevance to the Trumpiverse.
Indeed, the psychology of disintermediation adds another layer of protection to a figure like Trump. For members of an online network, the death of the middlemen is not some sad side effect of this tidal shift; it is a crusade. Early adopters of Netflix relished the fate of brick-and-mortar video stores, just as Trump voters rejoice in the idea of life without the “lamestream” media. Trump gets this: mocking abuse of his traveling press corps is a staple of his campaign speeches.
With disintermediation, the power to set the campaign agenda shifts from the middlemen to the online networks, and those networks, this year, are very angry. Here, again, Trump is far outrunning his rivals in seizing the momentum. Americans are unhappy about an economy that punishes workers, according to opinion polls and conversations with voters. They are tired of politicians who don’t deliver on their promises.
These voters don’t want someone to feel their pain; they want someone to mirror their mood. Woe to the candidate who can’t growl on cue. Perhaps nothing has hurt the Bush campaign–whose money and endorsements, lavished by middlemen, have fizzled on the launchpad–more than Trump’s observation that the former Florida governor is “low energy.” Translation: he’s not ticked off. Voter anger in this sour season is less a data point than table stakes.
But if Trump voters are angry, that doesn’t mean they’re crazy. You meet more state representatives and business owners at his rallies than tinfoil-hat conspiracy buffs. In ways, they are a vanguard, catching sight of a new style of politics and deciding early to throw out the old rules. Their radical democracy helps account for Trump’s uncanny resilience: the less he honors the conventions of politics, the more his supporters like him. They aren’t buying what the political process is selling. They want to buy direct from the source.
Tidskriftsomslag: Time, 18 januari 2016.