Welcome to the Fun House

Civility is so 20th century. In today's Congress, the propriety of a gentleman and $5 will get you lots of committee work and a ham sandwich. Embrace the new media landscape, however, and you can break out in the national media fun house as an Internet and cable-news populist. Fame and campaign cash await.

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Just take a look at this year's two great breakout stars of partisanship: Florida Democrat Alan Grayson and Minnesota Republican Michele Bachmann. Once upon a time, their junior status in the House of Representatives, with its 435 power-hungry politicos, might have confined them to their cramped offices and after-hours speaking time on C-SPAN. Instead they have turned outrageous utterances into viral sensations on YouTube. Tapping into the partisan fervor surrounding health-care reform, Grayson and Bachmann have built national profiles and become the darlings of their respective ideological camps. And though they represent polar political extremes, they have followed a similar three-step formula for making a name in the 111th Congress.

Step 1: Find Your Niche

This isn't hard in our hyperpartisan age. But it is especially easy for Grayson and Bachmann. Elected in 2008, he came into politics as a litigator of war profiteers in Iraq who affixed a bush lied/people died bumper sticker to his car. She came up through grass-roots Republican politics as a culture warrior, working to ban gay marriage, expand the teaching of intelligent design and restrict abortion. In another era, strident politicians on the ideological edges found themselves marginalized once they got to Washington, where power accrues to longevity--and longevity tends to mellow. But Grayson and Bachmann found a back door.

Populists have been doing it for years--telling the common man that politicians are against them or that the political process is a farce. The difference today is that politicians no longer need to broaden their appeal beyond a committed, activist base. And they know more precisely than ever what the base wants. The soapbox, which became the sound bite, thanks to radio and television, has gone interactive. If you say it today, the audience will come to you. "There is an interactive element to this. I spend enough time online to figure out what people are thinking," explains Grayson. "I think what the Internet has done is to make mass politicking something that can also be microtargeted."

Step 2: Drop Some Bombs

"we have gangster government when the Federal Government has set up a new cartel," Bachmann announced on the floor of the House on June 9, referring to the government takeover of General Motors. A video of that speech attracted more than 2 million YouTube views. A few months later, from the same podium, she wondered if health reform would allow a 13-year-old girl to use a school "sex clinic" to get a referral for an abortion and "go home on the school bus that night." It wouldn't, but the terrifying suggestion buzzed around the Internet. The White House was forced to respond, condemning Bachmann in a blog post--which played exactly into her hands. In another speech she speculated that Democratic reforms would deny health care to the ill. "So watch out if you are disabled!" she blared. Just like that: another viral hit.