Using your employees in commercials

I saw this commercial somewhere and thought it had a great message for all brands to hear.

It’s about how all of the employees are passionate about beer and that everyone learns how to brew beer, no matter what their position in the company. We always talk about the importance of putting your employees first and happy to see someone putting it front and center.
I haven’t seen any company that doesn’t say: Our employees are our most important asset! So, that’s why I think Samuel Adams have done a great job in this commercial, besides I think that Sam Adams is the second best beer in the US, Anchor Steam in the no 1.

Here is the commercial:

The new pornographers

I read this article in yesterdays Salon.com, written by Tracy Clark-Flory. I’m posting it – it’s well worth reading! Here it goes:

What’s more disturbing — that teens are texting each other naked pictures of themselves, or that it could get them branded as sex offenders for life?

The photographs show three naked underage girls posing lasciviously for the camera. The perps who took the pictures were busted in Greensburg, Pa., and charged with manufacturing, disseminating and possessing child pornography — and so were their subjects. That’s because they are one and the same.

It all started when the girls, ages 14 and 15, decided to take nudie cellphone snapshots of themselves. Then, maybe feeling dizzy from the rush of wielding their feminine wiles, the trio text-messaged the photos to some friends at Greensburg-Salem High School. When one of the students’ cellphones was confiscated at school, the photos were discovered. Police opened an investigation and, in addition to the girls’ being indicted as kiddie pornographers, three boys who received the pictures were slammed with charges of child porn possession. All but one ultimately accepted lesser misdemeanor charges.

“Sexting,” where kids trade X-rated pictures via text message, has made headlines recently after a rash of cases in which child pornography charges have been brought not against dangerous pedophiles but hormonally haywire teenagers — potentially leaving them branded sex offenders for life. Just last week, there came news that a middle-school boy in Falmouth, Mass., might face child porn charges for sending a naughty photo of his 13-year-old girlfriend to five buddies, who are also being investigated. There’s been plenty of outrage to go around: Some parents are angry to see teens criminalized for simply being sexual, while others find the raunchy shots pornographic, another blinking neon sign of moral decay in a “Girls Gone Wild” era. In both cases, it amounts to a tug of war between teenagers’ entitled sense of sexual autonomy and society’s desire to protect them.

t’s rather stunning that in the same age of the Pussycat Dolls, Disney starlets’ sexy photo scandals, Slut-o-ween costumes for kids and preteen push-up bras and thongs, teenagers are being charged with child porn possession for having photographs of their own naked bodies. That noise you hear? It’s the grating sound of cultural dissonance.

According to these recent interpretations of the law, a curious teenage girl who embarks on an “Our Bodies, Ourselves” journey of vaginal self-discovery, and simply replaces a hand mirror with a digital camera, is a kiddie pornographer. The same goes for the boy who memorializes his raging boner or the post-pubescent girl who takes test shots of herself practicing the porn star poses she has studied online. Theoretically, this is true regardless of whether they share the pictures with anyone, and if they do share them, they could be additionally charged with peddling child porn.

There are plenty of examples of the moral and legal gray areas created as technology broadens our behaviors: cyber-cheating, MySpace bullying, online gossip, upskirting, employers’ Web snooping. When it comes to “sexting,” though, the potentially damaging implications — for child pornography law, free speech and kids’ sexuality — are abundant. And it’s not going away any time soon. A recent online poll found that 20 percent of teens have shared nude or semi-nude photos or videos of themselves, the majority with a boyfriend or girlfriend. (Sure, voluntary polls tend to be self-selecting, but the results seem obvious, maybe even understated.) Teens will, as they always have, experiment with their sexuality. But at a time when free hardcore porn is ubiquitous, technology is cheap and the Internet is a comfortable channel for expression and experimentation, is it really any surprise that this is a generation of amateur pornographers?

It certainly isn’t to 20-somethings like myself who came of age during the Internet’s youth. By the time I was 14, I had seen my share of online porn and late-night HBO and made frequent use of the phrase “U wanna cyber?” in early AOL chat rooms. In high school in Berkeley, Calif., at least two student sex tapes were rumored to be making the rounds. I didn’t have a cellphone camera or a webcam, thank god — though I did have a Polaroid camera, which, to be sure, my longtime boyfriend and I toyed around with.

This is all part of how kids initiate themselves into our sexual culture long before they actually have sex. At one time, that meant a boy would flip through his father’s stash of Playboys and a girl would try on her mother’s ample bra. For me, it meant privately mimicking the stripper moves I had seen on TV and having online chats with people who occasionally turned out to be aging pervs. It was the best way I knew to try on, test out and confirm my femininity without actually having sex. (And that’s having been raised by hippie parents who compared the spiritual magic of sex to “two star systems colliding in outer space.”)

That sexual rite of passage remains, but today’s teens have an entirely different notion of privacy than past generations. They grew up in the exhibitionistic Web culture of LiveJournal, YouTube and MySpace. They’ve seen girls on TV playfully jiggling their breasts for plastic beads, “Real World” cast members boldly screwing in front of cameras, Britney flashing her bald lady parts. These days, why would a girl be concerned about her silly topless snapshot circulating around school?

That’s certainly the case with 16-year-old Melissa, a student at a high school near Greensburg-Salem, who has never worried about any of the X-rated pictures she’s shared, because she cropped her face out of the photos, so “no one could identify me unless like [they] lifted up my shirt to figure it out haha,” she wrote in a message sent on the blog platform Xanga. On her profile page, a rap song with the lyrics “I jus’ wanna act like a porno flick actor” plays. It also exhibits a self-portrait she took with a cellphone camera of her reflection in a floor-length mirror; the sassy expression on her face matches the page’s background: a sexy hot pink and lime green leopard print.

Joey, an 18-year-old who graduated from a San Francisco high school last year, has gotten X-rated snapshots from girls on his phone, through e-mail and on his MySpace page since he was 15. Some were longtime girlfriends that he swapped photos with and others were girls he’d just casually met; some pictures were suggestive, others were explicit. (“How graphic do you want me to get?” he asks, cautiously. “I’ve had girls send me photos of them fingering themselves.”)

“Older adults have a short memory. There were things we did — people flashed each other and played spin the bottle,” says Elizabeth Schroeder, director of Answer, Rutgers University’s program dedicated to promoting sexuality education. “This is this generation’s way of doing that.” Heather Corinna, the 38-year-old founder of Scarleteen, a Web site that provides sex-positive education for young adults, agrees: “Before we had this media, we had video cameras, before that film cameras, before that the written word, and all throughout, public or semi-public sex, ways of proclaiming to peers that one is sexually active or available to become so,” she says.

But, clearly, there is a big difference between testifying on the wall of the boy’s bathroom about the toe-curling blow jobs the school’s head cheerleader gives and sending your buddies photographic proof. These digital offerings bring the potential for humiliation and blackmail if the photos or video get into the wrong hands — and, let’s face it, they often do. Acting as your girlfriend’s personal porno star is one thing; ending up a pedophile’s favorite child pinup is quite another.

There’s good reason to be concerned about teens being self-pornographers. But many, especially legal experts, are disturbed by the fact that a healthy horn-dog of a teenager could be grouped in the same criminal category as a clinically ill pedophile. “These cases are picturing these teenagers as both predators and victims of themselves,” says Amy Adler, a law professor at New York University who has studied child porn laws. “Child porn law was founded on a very different vision of what the major threat was.”

That major threat, of course, is supposed to be adults who produce and peddle child smut. Reed Lee, a Chicago attorney and board member of the Free Speech Coalition, says: “A law to protect victims shouldn’t send those very victims to jail.”

Typically, kiddie porn is seen as exponentially harmful because it’s more than the original sexual abuse: It allows for a reliving of the trauma every time another pervert gets ahold of the material. But “if the initial photograph was not taken as part of a traumatic episode and was, like it or not, part of a more normal teenage experience, the abuse rationale becomes harder to see,” Adler argues. Still, plenty of child pornography cases have been prosecuted where the original photo is awfully benign — for example, a family picture taken at a nudist camp that is discovered by a pedophile and then cropped to reveal only the naked kid.

But it’s tough to impress those kinds of nuances on kids, says Los Angeles criminal defense attorney Jeffrey Douglas. He once spoke to a high school class and tried to explain that, even though everyone seems to be “sexting,” it “can literally destroy your life.” The response? A boy rolled his eyes while making a grand jack-off gesture. “It’s just the bullshit that adults tell them when they come to talk to them,” he said. “It’s tragically funny.”

Douglas points out that the bungled law reveals fascinating cultural conflicts about childhood and teen sexuality. “I think the problem originates from the pathological fear that our culture, particularly the legal part of the culture, takes toward juvenile sexuality.” He has defended numerous child porn cases and says prosecutors will treat the exchange of trial evidence like “an undercover heroin deal.” Douglas says, “The fear is so enormous that it’s like you’re dealing with something radioactive. They don’t consider the context or the meaning.”

The context here is that teens are undertaking the sexploration that our porned culture at once dictates and forbids — in the same way that girls are taught that there is desirable validation in their sexuality and then are shamed for actually being sexual. Rutgers’ Elizabeth Schroeder says an example of this contradiction is that sex educators like herself have to fight an uphill battle just to get into schools, while all it takes is a click of a button and a kid can catch an episode of “G-String Divas.” She once asked a group of 12-year-old boys what they thought it meant to be a girl and the first response was: “Girls are here to give lap dances to boys.

A fantastic seminar about politics and social media

Friday the 13th March (yeh, I know…), INMA together with us at Confetti and Dagbladet will invite to a huge seminar about the use of social media in politics. One of the new and exciting politicians, Hadia Tajik from Arbeiderpartiet, will tell us some of her experience in her campaign at YouTube.
The list of speakers includes some of the most recognized names in Norway in this profession, both in politics and from the marketing perspective.
You can’t miss it! Download the program Inma Nyhetsseminar 13mars

The Pirate Bay trial

The Swedish government is aiming its cannons at The Pirate Bay, but the torrent site’s administrators say that they don’t plan to abandon ship. The charges filed yesterday against The Pirate Bay by Swedish prosecutor Håkan Roswall (you can here it live at SVT and follow it at Twitter) allege that four of the torrent site’s administrators are guilty of participating in copyright infringement, and for profit. This filing comes over a year after fifty Swedish law enforcement agents seized The Pirate Bay’s servers during raids at ten different locations.
piratebay
The first day has been boring, a lot of juridical terms – I’m curious what will happen when the four guys, Peter Sunde, Carl Lundstrøm, Fredrik Neij and Gottfrid Svartholm Warg will take the stands.

Twitter is accelerating

The use of Twitter here in Norway has exploded the last couple of months. The real value of Twitter is both in acting as a central portal to bring together and point to all social media activity, and also a true engagement tool!
In fact, when brands use Twitter and in Norway are we so far quite terrible at it, it really is a case of the more you put in the more you will get out. It is worth finding people who are talking about your brand or the topics and subjects you discuss and following them. Do respond to people, give advice and suggestions. And make this not just an overt marketing message. Really engage people and you will then reap the benefits of this activity in sales.
Jiyan Wei, product manager at PRWebwrote an interesting article you could find here.

No surprise – Facebook is no 1!

Data released today from Compete.com supports what will not be a surprise to most. Facebook is the most visited social network, with nearly 1.2 billion visits in January 2009. This also represents significant growth, with visits to Facebook up 36% on December, and 256% over the previous twelve months. MySpace slipped into second place at the end of 2008 and since September of that year has been seeing visits levelling at about 810 thousand a month.

But the real news may be neither of these sites. More dramatic is the catapulting of Twitter from 22nd most visited social network at the start of 2008, to third most visited in January. A growth of 1,227% in 12 months.
facebookcommyspacecomtwittercom_sess

Twitter’s growth is an area of particular interest – with a range of very different people now starting to explore and use Twitter, from traditional mass media outlets to political parties here in Norway, I expect the rapid growth to continue in the next twelve months. If they are to be successful they need to innovate in the way that Facebook has done. Move beyond their traditional audience and explore new features, interfaces and ways of working. With this rapid scale of growth, the average Twitter user is very different now to the average user twelve months ago. In the next twelve months, the average user will change again.

Is she the Obama of Norway?

In a way I have the greatest sympathy for Hadija Tajik, a candidate for the Norwegian Labour Party (Arbeiderpartiet) as she will become the trail and error case – does social media comes in handy running for office?
Together with the production company CIK who is making the campaign for here, they will do whatever they can to promote her, and hopefully, land her a seat in the Norwegian congress, Stortinget.
Hadia Tajik
I have no doubt in my mind that she is well qualified for the position, but where I have my doubts, it’s that this campaign doesn’t come from her. It’s kinda’ produced and put together without the feeling inside, which good political campaigns have done so far.
But yet, I wish her the best and I’m curious on how it will work out.

Is she the Obama of Norway?

In a way I have the greatest sympathy for Hadija Tajik, a candidate for the Norwegian Labour Party (Arbeiderpartiet) as she will become the trail and error case – does social media comes in handy running for office?
Together with the production company CIK who is making the campaign for here, they will do whatever they can to promote her, and hopefully, land her a seat in the Norwegian congress, Stortinget.
Hadia Tajik
I have no doubt in my mind that she is well qualified for the position, but where I have my doubts, it’s that this campaign doesn’t come from her. It’s kinda’ produced and put together without the feeling inside, which good political campaigns have done so far.
But yet, I wish her the best and I’m curious on how it will work out.

Baseball in crisis, again

I read this article yesterday, written by ESPN senior writer Jayson Stark, about Sports Illustrated article Alex Rodriguez tested positive for steroids in 03. Alex Rodriguez

Mr Stark is very angry and I do agree, like he says in his article “In baseball, we love our numbers. And we love our heroes. And that brings us to Alex Rodriguez, a man who has committed a crime he doesn’t even understand: A crime against the once-proud history of his sport”, and continuing “A-Rod didn’t commit that crime alone, of course. In many ways, he is just the latest, greatest face of a mass conspiracy that has now succeeded in obliterating the quality that used to separate baseball from the rest of the sporting jungle.”

And the end: “So weep not for what A-Rod has done to himself. Weep for what he’s done to his sport”. You’ll find the article on ESPN here.

A couple of comments from me: Why don’t he respond in the international media like Michael Phelps and how will this effect the sport for the years to come? It sad, it’s worse than I could ever imagine and where is the moron Gene Orza??

Winter at last

So what do I do, go skiing of course. Handball World Championships is over, so is Super Bowl (great game by the way, go Bucs!)
Here is a view from yesterday Sunday, and absolute brilliant day skiing – I don’t know hoe to prepare my skis, a lot of people and dogs, but I was ecstatic.
More reports will come…
Østernvann, Bærum

Recommendations works better than ads on social networks!

In the 2008 Consumer Report from Razorfish (yes, they are still out there!) shows that 40% of online consumers have made a decision based on an advertisement they saw on social media sites and that three-quarters welcome brand advertising in these spaces.

So consumers are, it would appear from this research, comfortable with brands being present and advertising in social networks. It it worth comparing, however, the 40% of people that have made a purchase decision based on an advert in a social network with the 51% of people in the research who have made a purchase through a recommendation in a social network. This would indicate that whilst advertising and the presence of brands is accepted, personal recommendation have 25% more influence on purchase decisions.

This research does not come as a surprise. We know that social networks are very much a me space (I use to Facebook to see my friends, upload my photos and plan my events). It’s a very personal space and it is difficult in this environment for a brand to have as much impact as those people who are in your network. Advertising does work and people do accept it (possibly because they are used to advertising across the web pages they visit) but it cannot have the same impact as something that capitalises upon this network and personal space. It cannot, therefore, have as much impact as a personal recommendation from somebody else in the network (even if you don’t know them). Pen

As we are hearing more and more, people trust people like them more than they trust an anonymous brand in an advert. They make purchase decisions based on things they read in social media, and on social networks, but are more likely to be influenced by recommendations from other users than they are from advertising. This is why word of mouth is so important in a social media context and why brands should be making the most of and amplifying the organic natural discussions that are out there, rather than necessarily advertising in the way they always have done.

How could it happen?

Norway lost against Poland in a decisive game at Handball World Championships. Two goals up with two minutes to go – I was quite convinced Norway was in the semifinals. Norway-Poland.
But it didn’t happen – Kristian Kjelling, probably Norways best player so far during the Championships, lost it in the final seconds, and all dreams vanished as Poland threw the ball into the empty Norwegian goal… sad ending, both for Kjelling and Norwegian male handball.

Money can’t buy everything, sometimes…

The Brazilian superstar Ricardo Kaka refused to go from Milan to Manchester City,despite The Premier League club’s audacious bid to sign the Brazilian star in a £100million-plus deal.
He was happy where he is. Two points, his making a huge marketing impact as one of the few sports superstars saying no to a better bid (this wouldn’t happen in the US, referring to the free agent signings in Major League Baseball, and will getting an even better offer the next time he will available on the market – because he will go there!
But for the time being, my hat off!Kaka

A new man in the White House

Few presidents have taken office facing higher expectations than Barack Hussein Obama. For the record millions who will fill Washington to hear his inaugural address Tuesday and the rest of the watching world, he is nothing less than America’s new prince, all the more charmed for his improbable rise and the mess he inherits.

He will speak as the 44th president from the Capitol that slaves helped build, transcending in his own being America’s hoariest, ugliest divide. His name alone, inherited from his African father, shatters tradition. His oratory is expected to surpass all but Abraham Lincoln’s, a comparison he invites with his own allusions to historical symbolism. This is a man who announced his candidacy from the spot in Springfield, Ill. ,where Lincoln gave his “house divided” address.

Although technically a Baby Boomer, born in 1961, Obama nonetheless marks the end of the Baby Boom generation’s domination of U.S. politics. For the youth he has inspired, his inauguration is as iconic as Woodstock was for the Boomers. He slew the Clinton dynasty and then beckoned its leader into his fold. He evokes a new post-partisan world that transcends tribal divisions of Democrat and Republican – a new openness to good ideas that sheds the worn liberalism of his party and the small-government theology of the Ronald Reagan era.

“It feels like we’re coming out of the Dark Ages into a whole Renaissance period,” said Rep. Sam Farr, D-Carmel. “The fear is that the expectations are that one person can be magical, but these are still human beings running this country and subject to all of the frailties of mankind. But there’s a spirit of hope here, a spirit of excitement among us all.”

Wielding two BlackBerrys, Obama promises a 21st century government as smart as it is big.
Barack Obama
And it will be big.

Events have conspired to hand Obama an opportunity to forge a government expansion of a scope he could not have imagined when he announced his candidacy in May 2007, when the Iraq war was the central issue. He takes office with both parties welcoming his plan for nearly $800 billion in fresh federal spending to stimulate the economy. It will range across a Democratic wish list from food stamps to alternative energy to health care, with a strong dollop of tax cuts for good Republican measure.

Such previously unthinkable sums, now a mere starting point, were made possible by none other than his Republican predecessor, President Bush, whose patrimony of a $700 billion bank rescue and a $1.2 trillion deficit broke the fiscal sound barrier and numbed the capacity of such numbers to shock. Add to that an alarming recession, and Obama has an opportunity to reshape government in a way Lyndon Johnson might have envied.

“Throughout America’s history, there have been some years that simply rolled into the next without much notice or fanfare,” Obama said in a national address Jan. 8. “Then there are years that come along once in a generation – the kind that mark a clean break from a troubled past, and set a new course of action.”

Echoes of Reagan
Nearly three decades ago, former President Ronald Reagan surveyed a similarly grim economic horizon from the Capitol and declared, “In this present crisis, government is not the solution to our problem; government is the problem.”

Obama’s retort: “It is true that we cannot depend on government alone to create jobs or long-term growth, but at this particular moment, only government can provide the short-term boost necessary to lift us from a recession this deep and severe. Only government can break the vicious cycles that are crippling our economy.”

With that, he broke the last tethers of the Reagan era, even as he echoed Reagan’s grasp of historic opportunity.

Having demonstrated at age 33 both rare audacity and talent with a precocious autobiography, he rose from the obscurity of the Illinois state Legislature in sleepy Springfield just four years ago. Serving as a vessel for the disparate hopes and dreams of others, he won the presidency with 53 percent of the popular vote. A month later his approval rating hit 78 percent. His challenge now seems to be forestalling his admirers from carving him into Mount Rushmore before he sits at his Oval Office desk.

When he does, he must right the economy, remake the financial system, end the war in Iraq, win the war in Afghanistan, enact universal health care, end U.S. dependence on foreign oil, prevent another terrorist attack, stop global warming, and restore U.S. competitiveness and moral standing. Along the way, he will need to end the ban on gays in the military and reform immigration law to keep grumblers quiet.

Some suspect he may fall short. “There are just so many institutional constraints that affect the president these days,” said Gary L. Rose, author of “The American Presidency Under Siege.” These include the “iron triangle” of vested interests, Congress and the bureaucracy, and a media that has been enraptured by Obama but feeds on conflict.

Few red flags
Yet there exists a surprising consensus among presidential scholars that if any human being can pull off such feats, Obama may be “the one,” a term his critics use to mock the absurd expectations. To an uncanny degree, Obama at least appears to bring to office the very personality traits and temperament that have made past presidents succeed, combined with a scale of challenges that allow them to soar, or crash.

And he has raised few of the red flags that foretold past presidential failures, from Richard Nixon‘s nervous paranoia to Bill Clinton‘s indiscipline to George W. Bush’s lack of intellectual curiosity to Jimmy Carter‘s obsessiveness.

Carter, a former engineer, used to intervene in the scheduling of the White House tennis court and even chase down leaks on the White House grounds, said Steven Rubenzer, a psychologist and author of “Personality, Character and Leadership in the White House” and co-director of the Foundation for the Study of Personality in History. He groups presidents by personality type into “dominators,” “introverts,” “good guys,” “innocents,” “actors,” “maintainers,” “philosophes” and “extraverts.”

Although he lacks the measurements to analyze Obama properly, Rubenzer said the 44th president looks to be a prototypical “philosophe,” a group that tends to be inquisitive and have broad-ranging interests. Lincoln, Thomas Jefferson and James Madison fall into the group.

“Those sorts of people tend to be open minded, they tend to be relatively moderate and nice people, as opposed to most politicians,” Rubenzer said. “They tend to be reasonable, they tend to be accommodating to various viewpoints, they’re broad-minded. Philosophes as a whole tend to make very good presidents. In fact, they are the most successful type.”

And despite his former smoking habit, Obama “appears to be calm and cool and collected and nondefensive.”

Deniz Ones, an industrial psychologist at the University of Minnesota who has studied presidential traits, said Obama has many that lead to success in the presidency or any pursuit: intelligence, including not just intellectualism but judgment and “smarts,” openness to new ideas, an ability to influence and inspire others, competence and dependability.

“On the important traits I have identified as relevant, he fares very, very well,” she said.

Presidential temperament
A telling moment was when Obama refused to strip a Senate committee chairmanship from Joe Lieberman, a former Connecticut Democrat who campaigned for Obama’s GOP rival, Sen. John McCain, said Jerald Podair, a historian at Lawrence University in Wisconsin.

“The best presidential temperament is balanced, calm, no panic, no vendettas, a short memory for slights and wrongs from the past, a sense of trying to be right but not always being sure that you’re right,” Podair said.

“As Machiavelli said over six centuries ago, the greatest quality that any politician, leader or prince can have is flexibility,” said Thomas Whalen, a political scientist at Boston University.

Obama is highly intelligent, but temperament trumps intelligence, as Nixon and Carter prove, and as Supreme Court Justice Oliver Wendell Holmes famously put it when he described former President Franklin Roosevelt as a second-rate intellect, but a first-rate temperament.

It remains to be seen if the whiff of Chicago political scandals that have brushed but not felled Obama ever taint his presidency. Obama also lacks experience, yet ran a campaign that changed forever how presidents will be elected, and a transition experts describe as textbook. Experience is no guarantee of success. Herbert Hoover and George H.W. Bush had perhaps the best resumes of anyone who has sought the office.

“He’s come up so hard and so fast, and at so many stages, apart from that one aborted run for Congress against Bobby Rush, it was an amazingly confident and sure-footed rise,” said Fred Greenstein, a Princeton University professor emeritus of politics who has written five books on the presidency. “It’s sort of unbelievable that someone who got on the national map by delivering the keynote address at the 2004 Democratic Convention would win the presidential race in 2008. And now he’s coming up at a time when the ducks are all lined up for producing a huge amount of consequential policy.”

The luck factor
For presidents, bad luck can be good luck; transformative presidencies are not forged by tranquillity. Great presidents often followed failures: Jefferson after John Adams, Lincoln after James Buchanan, Franklin Roosevelt after Hoover, Reagan after Carter.

“The circumstances are so dire that Obama will probably be given a honeymoon of almost unprecedented proportions,” said Dan Schnur, a former aide to California Gov. Pete Wilson who has worked on several presidential and gubernatorial campaigns. “He is taking office as more of an unknown quantity than any president in modern history, not just because he has a relatively short political biography, but because the circumstances have changed so dramatically in such a short time.” Obama did not campaign on a stimulus package, but has “put together one of most ambitious policy overhauls we’ve ever seen over the course of several weeks.”

The Obama governing style is already apparent. He has been all over the public stage with press conferences, speeches and Sunday television interviews, and put his Saturday radio addresses on YouTube. He has maintained his groundbreaking Internet operation, a promise to leverage his base for policy battles. He has selected an administration fixed less on ideology than expertise, exhibiting what some call a “radical pragmatism.”

He has visited Democrats and Republicans on Capitol Hill and picks up the phone to call members, interrupting and flattering California Sen. Barbara Boxer with two calls just last Monday as she was briefing reporters.

He charmed and debated Washington’s top conservative pundits at an evening dinner at columnist George Will’s Chevy Chase, Md., mansion. Such overtures were unthinkable during the Bush years, when policy was dictated from the White House and relations even with Republican leaders were rocky, and from the Clinton years, where Democrats sank a giant health care plan concocted in the White House without their consultation.

Obama will need his community organizing skills to corral notoriously unruly Democrats, who unlike their GOP brethren do not march readily. They have their own ideological divisions, along with hundreds of their own ideas that have collected 14 years of dust during GOP control of the White House or Congress. Yet that experience has left them chastened. Obama will find them less complacent about their dominance than when they roughed up former President Clinton during his first two years in office.

Republicans, for their part, are in no position to argue for fiscal rectitude, and their electoral drubbing and continuing stream of retirements has softened edges.

“We’ve been through enough elections, let’s govern for awhile,” said Sen. Judd Gregg, R-N.H. “I think most of us want to do that. That’s why we ran for these jobs. President-elect Obama has made a very conscious, not only visual but substantive attempt to reach across the aisle and I thank him for that. I’m looking forward to working with him and his team. I think there’s a genuine desire to get something done because the issues we face are so big.”

Realistic expectations

Obama has set about ferociously dampening expectations, describing the economy in the grimmest terms. Former UC Berkeley economist Christina Romer, who will head his Council of Economic Advisers, already projects 7 percent unemployment two years from now, even with a large fiscal stimulus. And as Japan’s experience shows, there is every chance that the stimulus may not work, which would leave Obama with a bad economy and another trillion dollars in debt.

“It is a risk to be a first-term president and have the term ‘trillion-dollar stimulus’ hanging around your neck,” said Michael Wagner, a political scientist at the University of Nebraska. “Because if it doesn’t stimulate the economy in four years, it’s been nice knowing you.”

And for all Obama’s insistence on changing Washington’s ways and not throwing money at old programs, “remember people like (Rep.) John Murtha are still in his party,” said Podair, referring to the notorious pork-barreling congressman from Pennsylvania. “Those are the kinds of people who do want to throw money at things.” Combing budgets for savings is “just not what Democrats do, I’m sorry.”

Nor do African Americans, who see in Obama’s election an enormous triumph, expect he will end institutional racism or even directly target their concerns. “I don’t think African Americans expect much more than Americans in general,” said Robert Smith, a political scientist who specializes in African American politics at San Francisco State University. “There is an unemployment problem in the African American community on a long-standing, structural basis, but I don’t think there are any expectations he’s going to address this directly. He didn’t promise to do any such thing, and most African Americans are aware that if he attempted to do that, he would not have the American people as a whole with him.”

Yet whatever the future holds, in terms of sheer iconography, Obama’s inauguration “transforms the aesthetics of American democracy,” said Peniel Joseph a professor of history and African American studies at Brandeis University. His own being “makes you think of the past, it makes you think about America in its antebellum years, and the way in which the prospect of a black president is incongruent with much of the nation’s history.”

That includes the reality not just of Obama but of wife Michelle and their two young children, Malia and Sasha, living in a White House where the only African Americans who lived there previously were servants.