BSD’s Matthew McGregor Takes On Email in “The Internet and the 2010 Election”

BSD London Director Matthew McGregor contributed a chapter in the Hansard Society’s new report, “The Internet and the 2010 election: putting the small 'p' back in politics?" released this week. The book assesses how politicians campaigned online during the UK general election this year, and what the impact of these methods actually was. In his chapter, Matthew addresses the use of email by the political parties.

 Here’s an excerpt:

  The raised expectations for an “internet election” within the mainstream media … always meant that 2010 was likely to disappoint. However, as UK politicians and parties develop a greater understanding of the new media and its impact on campaigning, the role of email is clearly set to grow in importance. Labour’s linking of email to grassroots activism in particular shows an understanding of its mobilising and ‘action’ oriented possibilities that will no doubt continue to be developed into the future.

Ultimately what the UK parties need to recognise to make the best use of this by now established form of online communication, is that email at its heart is not just another medium through which to pump out information from the centre. In email, the parties have the opportunity to build relationships with supporters that can be honed and developed over time. The supporter can get more from supporting the party, and the party can build an army of advocates across the country. It is in understanding and cultivating such relationships, rather than focusing on the technology per se, that the parties will find ways to increasingly use new media successfully.

“The Internet and the 2010 election” is edited by Rachel Gibson (University of Manchester), Andy Williamson  (Chair of the Hansard Society) and Stephen Ward with contributions from Mark Pack and Will Straw, along with Matthew.

To celebrate the launch of the book, Matthew participated in a panel at Parliament last night, discussing what really happened online during the election. He joined fellow panelists Andy Williamson, Rachel Gibson, and Helen Duffett from the LibDemVoice and a former LibDem candidate.