Humorlessness and self-seriousness can be a difficult combination of traits for a national politician to overcome. But Barack Obama managed to do so in part because when he stayed on script he was eloquent and measured. Those who work for him, however, seem to possess all of his thin-skinned defensiveness with none of the charm.
So it was no surprise that eventually those employees would become ex-employees and saturate the Twittersphere with what Dylan Byers today calls “their frat-house banter” of social media aggression. Byers writes that the angry, score-settling aides shine a light on the mindset of those still toiling away in the West Wing:
“Twitter offers a window into the internal frustrations of an administration and the arguments people make on the inside. So it’s not surprising that people coming out of this White House are skeptical of Washington, Congress and the media,” Lovett, a former White House speechwriter, told POLITICO. “If there was Twitter when John Adams was president, ex-John Adams staffers would probably have let loose on Thomas Jefferson.”
But of course, there wasn’t Twitter when John Adams was president, nor was Twitter an influential medium during the tenure of President George W. Bush. President Obama’s aides are the first to leave a White House in the age of social media. Where former administration staffers took their newfound freedom to cable news or the pages of an inside-the-White-House tell-all, Obama staffers are voicing their grievances — and building their post-White House brands — through social media.
It’s interesting that Lovett admits that the media would be a natural target. The political press, after all, consider themselves a kind of informational Secret Service for this president. But I suppose if most of the coverage you get is positive, that one Woodward op-ed and the occasional Washington Post editorial that goes the other way stand out that much more. Obama is also famously obsessed with his own press clips.
Social media is relatively young and a minefield, and you tend to want to have a bit of compassion for the occasional slip-up. But much of this group’s activity is by design, not mistake. And it predates their free agency. As I wrote back in January of 2012, even the New York Times was put-off by David Axelrod’s Twitter obsession with his counterparts on the Romney campaign. The attention was unrequited, so Axelrod beefed up his taunting until the Times had to step in. “Mr. Axelrod clearly does a lot of personal thinking about Mr. Romney,” the Times wrote, highlighting several examples of when Axelrod surely should have known better than to be on his phone taunting Republicans. Sample tweet: “At Bulls game with my daughter, Lauren, thinking about how turnovers late in game can kill you. Must be thinking same over at Romney HQ!”
It’s doubtful they were thinking the same thing over at Romney headquarters, and it’s doubly doubtful they were thinking at all about Axelrod while with their children at a basketball game. But silly season gets its name for a reason. There were also times Axelrod drifted into offensive waters, for example sending anti-Mormon tweets while working for a campaign that branded Romney in its ads “not one of us.”
Axelrod led by example and set a certain tone for the entire Obama campaign apparatus. Thus when the younger staffers who followed Axelrod into Twitter battle left the White House, they went looking for a fight anywhere they could get it, as they tell Byers:
“For the first couple weeks there was a feeling of being unleashed,” Favreau told POLITICO. “Tommy and I were at an airport waiting for a flight, and we were both in a Twitter fight with someone. After about an hour, we looked up from ours phones and said, ‘We have to stop.’”
Fights and potshots take up a fair amount of former staffers’ time on Twitter, and though the group has shared targets — Republican intransigence, the media’s obsession with minutiae, conservative Washington Post columnist Jennifer Rubin — each individual has his favorite areas of combat.
It’s not just opinion writers or reporters; current White House advisor Dan Pfeiffer used his interview with Politico today to complain about the online news aggregator Drudge: “It hurts what we’re trying to do,” Pfeiffer said–which is: control the news cycle.
And that really gets to what is driving the relentless combat. When the Obama campaign put out ads accusing Romney of giving people cancer or of not being “one of us” or of wanting to kill Big Bird, there were two main concerns: first, whether someone else on the campaign was prepared to grab the wheel and steer it out of the gutter (there wasn’t), and second, that the Obama campaign might win the election and believe that their strategy was vindicated. Clearly, both concerns were right on the mark.