Policy Research Media Morhamburn

There are two buzz themes at the minute: ‘social media’ and the ‘election’. Or perhaps I should say three, as the latest buzz is emanating from the merger of the two. We know politicians have been getting into twitter (well, with the exception of Pete Wishart MP who has launched a one man campaign to rid the world of twitter after a bad experience at PMQs), facebook and of course the blogosphere though thankfully they have steered clear of bebo and myspace (perhaps leaving this as the domain where the kids reign unchallenged and thus avoiding all experiences akin to a drunken uncle and wedding dancing).

All the parties’ communication experts are identifying the social networking frontiers as a key battleground. We’ve already had the Gordon Brown You-tube experience and the Cameronians are partial to some twittering, in the Scottish Parliament the Lib Dems lead the way on facebook usage behind the one man show that Patrick Harvie MSP, and political parties’ members can blog to their hearts content.  Social networking sites provide opportunities for politicians / aspiring politicians to rally their supporters: provide them with information, let them know about forthcoming fundraising events or leafleting in their area, or ensure that they are fully aware that X opponent said Y this week. However the question is whether politicians and parties can use these sites to make the breakthrough and crack the non-political public, those who only really think about politics in the run-up to a general election or during a scandal. The belief appears to be that the e-audience may be easier, more receptive than those using traditional media outputs but I would suggest that the parties have their work cut out – yes, social media can be open but it can also be very closed and those not wishing to hear the same messages that emanate from their tv and radio may retreat further into their own spaces away from the political noise. 

That said this could be where this election may actually bring some merit – discussions of values, policies and vision have largely remained dormant in this election, with the mainstream media focusing on party sound bites and drawing attention to policy slip-ups. It is perhaps in the social media arena where genuine discussion can take place, discussion away from identifiable party sites and forums but instances where genuine dialogue springs forth from interested voters. Since the last election we have had the recession, the realisation of climate change has dawned on the world, the UK parliament has been rocked by scandal – any future government will have less money to play with and big questions to tackle (education, health spending, caring for those in older age) in addition to the global backdrop. If these are not enough to provide a catalyst to mobilise discussion and prompt citizens to fulfil their civic duty then the age of mass democracy is undoubtedly entering a period of crisis.

Social networking sites fulfil a range of functions for their aficionados: I can see what my friends are talking about / interested in, I can see who likes which band / book / film, I can also see which causes / issues / groups my friends have joined. A friend joining / becoming a fan of a political party is probably not a stimulus alone for me, though what does interest me is that they have taken the step. What other people (and by people I mean those non-politicised) are saying about policy and issues that affect my life are reassuring. I may not agree with their points but at least they care enough to have thought about the issue and developed a point of view. 

The social networking focus for the political parties in this year’s election hangs on the fact that these sites can provide a function in terms of tactical voting but social media has a far more valuable role to play this year. Social media can creating the spaces for genuine, non-party instigated public discussions, which, if they do spring forth would place 2010 in the history books. 

[The views expressed by Morhamburn people in their blogs are theirs and theirs alone. they do not represent the thoughts of the company as a whole or our clients. If you have a comment to make on any blog, please email info@morhamburn.com and we’ll put the printable ones up on the website]