At US website Politics Online, Anthony Man writes on how the internet has changed the way local and national campaigns are run:
“As more and more people spend more and more time online, the Internet is reshaping political campaigns in ways large and small. From the presidency to the lowest-profile local office, the Internet is permeating the way campaigns are organized. It’s changing the way candidates raise money and eroding influence of candidates, political parties and the news media.”
In this piece, Man also quotes other commentators on the effect of the internet, most notably in the current Presidential campaign:
“If you’re under the age of 30-35 or so, this is how you engage in the political process. You’re not going home after work to watch the nightly news. You’re not picking up the newspaper in the morning,” he said. “You’ve got your RSS feed, you’re talking with your friends on your social networking site [and] you’re going on YouTube to watch the debate from the night before.”
Quick disclaimer: As with any campaign tool, the internet is just that, and to be used as part of a range of activities. Websites (even, ahem, ones as wonderful as this) won’t be superseding such “analog” activities as personal contact, doorknocking and leafletting any time soon. Will they?
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5 Comments
Martin Land, Agent & Organiser, (Aged 52 and a half): Well, I’m running a by election right now and I’m proud of my literature, which is excellent, even if I say it myself, but my candidate also has her own ‘Hotline’ Mobile Phone, Email, Website ( http://www.fionawhelan.com ) and an election blog ( http://www.fionawhelan.blogspot.com ) Across the two we are averaging 40-50 visitors a day and receiving 10-15 phone calls in a ward of 7500 electors.
Replace analog; no, but it will become more and more important.
Martin Land gives an important example of what can be done. Those who attended the excellent US embassy briefing and ICOMP organised e-campaigning seminar in Brussels, will know the power of on-line electioneering. They will also have heard about the very significant differences between US political culture & traditions and those operating in the UK & elsewhere in Europe. They would also note that the most active US/UK age group on the net, young people, remain the lowest in voting. On both sides of the Atlantic it’s older people who vote and are less influenced by and active on the net. Of course there is important learning to take from the growth of on-line campaigning. However physical presence on the doorstep, over the phone, placing in signs in gardens and windows, leaflets through doors, target mail and active engagement at individual, household, community and interest group levels are all still far more significant, and are likely to remain so for some years to come. None of this argues for turning away from the power of on-line, political campaigning but for balance in our analysis, attention and allocation of precious resources.
Actually, Liam we are starting to go beyond that in Cambridgeshire and reach out to the community through the internet. We have set up Campaign Websites and then handed them over to community groups once these have got going. Indeed, credit due to one of my County Councillors, Alex Reid, we are just launching http://www.camlink.org.uk a new reference site for residents of the county about everything they need to know to join in. Try it; it’s excellent and profiles us as the party of community involvement.
In our opinion, it’s not just about our political profile, in a county of small towns and villages it’s about being seen as the party of the ‘new networks’ which we intend lead in the way that the Tories led the old ones, Con Clubs, the WI, et al.
I’m always worried by talk of communicating on the Internet. It’s not only that the Liberal Democrats are rubbish at it, it’s also that the whole concept requires people to go out of their way to look at what we stand for. As a third party, that’s not a good position to be in.
I’ve been told that writing blog entries which are rarely read by people who aren’t already Lib Dems is a totally valid campaigning method. I respectfully disagree, and think that we need to spend more time knocking on doors, taking our message to people.
(Yes, I’m aware of the irony of posting this as a comment on a Lib Dem blogging site)
The two are not mutally exclusive Dave.
Also it’s not how many but who. I can tell you that a large number of the 500 or so people who visit our constituency website each month are parish councillors. Independents, but people who are very influential in local elections as opinion leaders. In some wards we now have more than 200 residents who subscribe to monthly e-newsletters and are rapidly becoming the eyes and ears of our councillors.
I have a full literature programme, am probably about the only campaigner who regularly advertises (full page!) in local papers and has an extensive press presence. We even, from time to time advertise in the local cinemas!
As far as Internet Communication is concerned we are very good at it – and we are very good at everything else too.
In my experience those who are good at using the Internet are those who also produce the best literature and run the best campaigns.
There is a lesson there somewhere…