Civic Journalism: Six Case Studies
SAN FRANCISCO, CALIF.
"Voice of the Voter"

As Yoachum explained during an interview with KQED, "I think what was happening was the project was evoking exactly what we intended it to do. We were getting the candidates to change their habits, and at first they didn't like it."

In a way, the project profited more from Brown's initial refusal to debate and Wilson's reluctance than it would have if all the candidates had followed Hayden's example. The ruckus and its results showed the public that the partners were serious about finding the voices of the voters, while serving notice to the candidates that the project couldn't be brushed off without a fuss.

Launching a series of citizen questions, called "The Candidates Answer Your Questions," was a simple query from Alfonso deAlbo of San Jose: "I would like the candidates for governor to list the rights illegal immigrants should have. And the rights of legal immigrants when they are stopped on the streets guilty of looking like illegal aliens. Are we not innocent until proven guilty?"

De Albo was unhappy that none of the candidates responded directly to his question and the Chronicle and KQED covered his reaction. "The reason I'm participating in this program is because I knew that they were not going to respond. I just wanted to prove it," de Albo said. "I would like to tell you that I was very dissatisfied with all of their responses."

He wasn't alone. Fellow questioner Dan Kalb, whose question about campaign finance reform ran the next day was equally unimpressed, as were the callers who jammed the voice-mail boxes. "If I gave an answer like they did in a test like that I had in college or even high school, I would have flunked the test," said caller Brian Lennon. "All the candidates flunked the test and it's unacceptable."

Lennon also chided the media for not insisting that the candidates answer voter questions. "Getting questions from the people is a great idea, but you need, as reporters, to exercise some judgment and not consider we are all idiots listening to the canned statements and to answers that do not answer the questions."

Enough people raised the same concern to warrant a quote from Rosenheim in the Chronicle's story: "We think the expressions of unhappiness by Mr. De Albo and Mr. Kalb are one of the most effective ways to change the way politicians talk to all of us. The whole idea of the 'Voice of the Voter' project is to shine a spotlight on political candidates and get them to respond to people's real concerns."

Although the public's quick critical response drew attention to the quality of the candidates' answers, it had no immediate impact because the partners had already recorded several responses at one session.

The interaction did have an effect on Yoachum, who was beginning to find some value in the dialogue. "I was impressed with the feedback we got in the primary. People really liked posing their questions -- they liked it so much that I'm sold."

The partners improvised as they went along. Having KQED-FM record the candidates' questions worked well for radio and print, but didn't make good television. The audio-only responses forced KRON-TV to rely on still photos of the candidates and written transcripts. When it was time to record a new batch, KRON's Rollin Post conducted the question-and-answer sessions on camera and KRON shared the audio with the other two partners. And instead of using the voice-mail audio or having the question read, KRON videotaped the people whose questions were used in the series.

By the general election, the partners were eager to use a device they picked up from the NPR-Poynter Election Project in Boston. Instead of simply asking the questioners to read their questions for the camera, Post showed them the candidates' responses and recorded their reaction. Also by the general election, Post used his own journalistic skills to prod the candidates into more responsive answers.