The Professor on the (Online) Campaign TrailEdition 1

Part campaign diary, part how-to guide, The Professor on the (Online) Campaign Trail is the story of the 2022 congressional campaign of University of Tennessee, Knoxville, journalism professor Mark Harmon. Harmon took his lifelong interest in politics and public policy onto the campaign trail to attempt something no East Tennessee Democrat has done since William Montgomery Churchwell in 1855—to represent the Knoxville area in Congress.

Ignoring the odds, Harmon took on the battle, hoping to score another upset like his 2006 win to become a Knox County Commissioner. Feeling deeply like the area had a terrible incumbent Republican congressman in Tim Burchett, Harmon believed he could be a better one. Knowing his fundraising could not match his rival’s haul, Harmon would keep costs low by not hiring a campaign manager or treasurer. With volunteers in those positions, and in-kind donations of photography and video services, he aimed for a substantive and creative effort using Facebook and Instagram ads, along with a vigorous ground game that took him to many community events.

While readers will find moments worthy of academic analysis in this story, this race was nothing like a traditional experiment. Not a dispassionate observer, Harmon was himself the candidate, with all the insights and biases, unexpected humor and long days, being the subject of his own story introduces. Lack of scientific rigor notwithstanding, there are political lessons to be gained from such a story, especially about tactics and online campaigning.

Grassroots in format as well as content, this open-access ebook makes ample use of images and film clips to connect with many readers, especially those interested in recent political history, innovative campaigns, and the future of democracy in East Tennessee.