Spinning A Web?
By Neil Dodds
21 February, 2006
Alastair Campbell, Tony Blair's former director of communications and right-hand man, writes in The Guardian on the impact the internet is likely to make on political campaigning.
"The web is unlikely quickly to replace TV as a medium to broadcast communications to mass audiences," he writes, "I think its future for politics lies in different directions."
"· in the building of campaigning networks, like that which exists to get basic messages to tens of thousands of Labour Party supporters aimed primarily at encouraging them to campaign for the party
"· in fundraising - The Labour party in 2005 was able to raise substantial sums through well targeted emails encouraging people to donate.
"· Local information - one of the most popular features of our campaign - not least for campaigners - was a post code search function that distilled massive national facts, figures and statistics, to local examples of real change and progress in news schools, hospitals and jobs.
"The area most in need of development is in how you turn this into a genuine two-way process of debate and engagement. The best of our MPs have picked up on this and developed really exciting ways of re-engaging with their constituents. But it is slow, and I think even the best would admit that pressure groups still lead the way. They do not always have the resources of the major parties but they make up for it with technological know how and entrepreneurial spirit. Make Poverty History was a brilliant example. Regardless of whether it was or it wasn't, people felt this was a two-way dialogue. Political parties are still driven by "one to many" communications, rather than trying to imagine - and bring about - "one to one"."
Campbell also has some sharp words for the traditional media's endless self-referencing:
"The appeal of (the Internet) in our very aggressive media marketplace, in which news and comment have become fused in so many of our papers and broadcast outlets, and in which 24 hour news has become a journalistic talking shop, one reporter often being interviewed by another about what others say in their newspapers, is that it offers the prospect of more direct communication."
Campbell adds that the traditional media's susceptibility to government "spin" has led viewers, and young viewers in particular, to seek out information on politics independently of major broadcasters and newspapers.
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