Political freelancers use Web to join the attack

Responding to negative attacks
With Web-based attacks proliferating, campaigns are leaving behind the assumption that to respond to highly negative or false accusations is to needlessly publicize them. “It poses a more complicated version of the age-old dilemma that campaigns always find themselves in,” said Phil Singer, who was the press secretary for Senator Hillary Rodham Clinton’s campaign. “Do you address something head on and risk making it a mainstream phenomenon? Or ignore it and risk allowing it to take on a life of its own?”

The presidential campaign of former Gov. Mitt Romney of Massachusetts developed an effective if labor intensive technique. It flooded YouTube with positive videos of Mr. Romney. “The new model of response is to dominate the market share of information about your candidate,” said Kevin Madden, Mr. Romney’s former press secretary.

Several Republican communications strategists, speaking on condition of anonymity, said that was precisely what Mr. McCain might have to do. He is coming under harsh attack on YouTube in videos that, some Republicans say, take his words out of context. A simple search of his name automatically produces several negative videos. Mr. Greenwald, whose shop is responsible for many of them, said he was determined to keep it that way.

With a budget of $900,000 from donations, Mr. Greenwald has built a mini-factory of anti-McCain propaganda at his firm, Brave New Films. He takes no payment for his efforts, which are regulated by laws governing nonprofit groups and include other subjects, like critiques of Fox News.

In a darkened room here, three young assistants edit digital images on equipment that barely takes up a full desk, trolling the Web for political news and culling through Mr. McCain’s past and present statements. A system of hard drives catalogs cable news.

A political awakening
Mr. Greenwald was not always so politically active. He gave money to politicians or groups sporadically, but was not among Hollywood’s elite donor class.

Mr. Greenwald said he had a political awakening after Sept. 11 and dedicated himself to making liberal films, an endeavor he said he could afford having been “lucky enough to have been majorly overpaid in commercial film and television relative to any rational measure.”

His highest impact has been with his video about Mr. Parsley. The montage was created with help from David Corn, Washington Bureau chief for Mother Jones, who unearthed video of Mr. Parsley inveighing against Islam and saying, “America was founded in part with the intention of seeing this false religion destroyed.”

Mr. Greenwald’s team combined it with video of Mr. McCain calling Mr. Parsley, “one of the truly great leaders in America, a moral compass, a spiritual guide.” The montage spread quickly across liberal Web sites, and made its way onto ABC News. Mr. McCain released a statement rejecting Mr. Parsley’s endorsement shortly thereafter.

“For years I sat in conversations with people who said the only way we can be effective is we have to raise $1 billion and buy CBS,” Mr. Greenwald said. “Well, Google raised a couple of billion and bought YouTube, and it’s here for us, and it’s a huge, huge difference.”

This story, Political Freelancers Use Web to Join the Attack, originally appeared in The New York Times.

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