Taking on the System: Rules for Change in a Digital Era

Taking on the System: Rules for Change in a Digital Era

by Markos Moulitsas Zuniga


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In this “primer for activists in the digital age”* the founder of DailyKos.com establishes the new rules of today's political battleground to empower everyday people to take action and effect positive change.

The walls between the people and the power are being torn down thanks to our ever-evolving, social media loving, tech-savvy culture. By understanding the new dynamics and rules of power in the digital era, you too can change the world.

Founder of one of the nation's most influential political blogs, Markos Moulitsas Zúniga has drawn up his revolutionary strategies such as:

• Reinvent the street protest
• Feed the backlash
• Demolish your opponents with ridicule
• Identify heroes and villains

Written for both the general public and the grassroots activist, Taking on the System is a timely reminder of the potential power and influence of everyday people.

“The most coherent guide to political organizing—on or off the Internet—penned in a generation.”—Al Giordano

Product Details

ISBN-13: 9780451228062
Publisher: Penguin Publishing Group
Publication date: 08/04/2009
Edition description: Reprint
Pages: 304
Product dimensions: 5.90(w) x 8.90(h) x 0.80(d)
Age Range: 18 Years

About the Author

Markos Moulitsas Zúniga is the founder of the Daily Kos political blog, which has more than one million readers a day. He was third in Forbes magazine’s “Web Celeb 25” rankings; was one of People En Español’s “100 Most Influential Hispanics”; and made PC World’s list of the “Most Important People on the Web.” He is a regular columnist for Newsweek and a weekly columnist for The Hill. He is also the coauthor of Crashing the Gate: Netroots, Grassroots, and the Rise of People-Powered Politics and has appeared frequently in the media. He lives with his wife and children in Berkeley, California.

Table of Contents

Prologue     1
The New Insurgents     11
Bypass the Gatekeepers
Crush the Gatekeepers
Influence the Gatekeepers
Mobilize     49
Raise an Army
Don't Wait for Authorization
Cultivate Your Allies
Set the Narrative     79
Target Your Villain
Craft Your Hero
Exploit Their Weaknesses
Reinforce the Narrative
Aim for the Gut, Not the Brain
Own the Story
Reinvent the Street Protest     117
Adapt and Innovate
Speak with One Voice
Build a Wave
Feed the Backlash     145
Embrace the Attacks
Know When to Ignore an Attack
Don't Bring a Spork to a Gunfight
Don't Believe the Hype     181
Work Your Niche
Guard Your Credibility
Factor Reality into Your Plans
Fight Small, Win Big     209
Advance and Hold Enemy Ground
Pick Your Battles
Don't Cross Enemy Lines
Do What You Can
Rally the Troops
The Unlikely Warriors     239
Carol Shea-Porter
Michael J. Fox
Stephen Colbert
Graeme Frost
Epilogue     267
Acknowledgments     273

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