ON THE EVENING of October 3, millions of people—most of the American political press included—turned on their televisions, sat down at their computers, logged on to Twitter, and began cracking jokes. Ninety minutes and ten million updates later, the first presidential debate would be the most-tweeted about political event in Twitter’s six-year history. For this, we can thank Big Bird.



“I love Big Bird,” Mitt Romney said while calling for the elimination of federal subsidies for public broadcasting. Immediately, journalists—and bloggers and pundits and regular citizens—began churning out wisecracks. “I wonder if Mitt and Ann Romney are going to celebrate tonight by eating, say, Big Bird,” The New York Times’s Nicholas Kristof quipped. The punch lines were followed almost immediately by parody Twitter accounts, like @BigBirdRomney, @FiredBigBird, and @FireMeElmo. One such account, @BigBird, had nearly 14,000 followers by the end of the night—putting it in the top 1 percent of Twitter users by popularity (and on par with The New York Times Magazine national correspondent Mark Leibovich). These anonymous jokesters had some good lines, but many more bad ones. “Romney will fire Big Bird and Cookie Monster and replace them with the replacement refs #bigbird,” tweeted @FiredBigBird.

By the time someone photo-shopped an image of Big Bird strapped to the roof of the Romney family station wagon, it was clear: We Are All Andy Borowitz Now. Journalists have always tried to sneak clever turns of phrase past persnickety copy editors, but Twitter allows even those obliged to adhere to the bone-dry standards of legacy media outlets to show the entire world how witty they are—and maybe even win a pat on the back from the management types who’ve decided that social media represents the newsroom’s future. The result: a cult of cleverness, where a good joke is rewarded with retweets and new followers, the two main metrics of social-media clout. I’m certainly among those spending far too much time attempting to rack up both. Still, it often seemed as though every reporter, blogger, and pundit in the country spent every waking hour of the campaign just making fun of everything.

In elections past, the sort of stuff reporters joke about—Joe Biden telling a Virginia rally it could win North Carolina; Mitt Romney admiring clouds—might have ended up in pool reports, seen and appreciated only by other journalists. The Internet gives the campaign press ways to publicize the weird details that otherwise might not make it into print. The behind-the-curtain material that makes The Boys on the Bus and Fear and Loathing: On the Campaign Trail ’72 so readable is now more often than not shared with the world in real time.

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