2010 and the unseen internet election

To dismiss the role of new media is to misunderstand them.

People I both like and admire appear to have been queuing up in the past week to declare that this was not the internet election after all. First Jon Snow, writing in Saturday's Times, described the past four weeks as "The internet election that never happened". A day later Peter Preston, in his media column in the Observer, declared: "TV has dominated this campaign: the rest of the media were spear-carriers".

In fact, both articles are more nuanced than those headlines suggest. Nevertheless, as a piece by Steve Hewlett on the Today programme this morning underlined, there seems to be some glee -- a little Schadenfreude -- in passing judgement on the medium that didn't bark.

But much of this commentary misunderstands the role of new media and its influence on our politics. In all election campaigns, there is a ground war and an air war -- and the internet was always going to be far more effective in fighting the former.

As we wrote in our leader "Lights, camera, reaction", the week before the campaign got under way:

Despite the growing role of new media as a conduit for political conversation, most people will get most of their election news mediated through the usual channels -- television and newspapers. Twitter, Facebook and the blogosphere are a useful, increasingly essential, means of talking to the base (energising volunteers and activating the activists), but they are far less potent when it comes to reaching out to and persuading floating voters.

In the words of Joe Rospars, Barack Obama's director of all things web during the 2008 presidential campaign, new media is about the "mobilisation of real people". And to that end, the verdict on the 2010 election will be much kinder.

Take the Labour Party. Its overarching campaign may at times have been quixotic, even chaotic, but its new media operation will likely be regarded as a success. It used social media -- its own MembersNet network of 30,000 activists, Facebook and Twitter campaigns such as #labourdoorstep -- together with less glamorous email lists and databases to co-ordinate the staples of electioneering: phone calls and face-to-face encounters.

In the closing two weeks of the campaign, I'm told that Labour supporters knocked on 900,000 doors. In 2005 it was struggling to make 50,000 face-to-face visits a week.

The party also built a virtual phone bank that allowed members of the party to make constituent calls from the comfort of their own homes -- or via the discomfort of the streets using a phone bank app for the Apple iPhone. In all, 60,000 calls were made using this system, a fraction of the total, but calls that would otherwise not have been made.

Encouragingly for the party, grass-roots campaigners didn't wait to be asked before using the technology -- witness the #MobMonday Twitter campaign, inspired by 24-year-old Grace Fletcher-Hackwood and her fellow activists in Manchester.

Labour also hitched a ride with other non-party activity, notably Clifford Singer's MyDavidCameron, which has changed the way we look at election posters for ever and, more immediately, forced the Conservatives to change their advertising agency. Back in January, Gordon Brown was encouraged to drop in a reference to the "airbrushed" David Cameron during PMQs, bringing what had been an online in-joke into the mainstream.

The Labour Party was not alone in harnessing the web but -- activities like Singer's aside -- the real point is this: internet electioneering is largely invisible to the wider public, it's not designed for the mainstream. Rather, it is designed to get the vote out. Studies in the United States suggest that door-to-door canvassing can increase turnout by up to 11 per cent.

Will it work? We'll know in 36 hours or so.

Follow the New Statesman team on Twitter.

Jon Bernstein, former deputy editor of New Statesman, is a digital strategist and editor. He tweets @Jon_Bernstein. 

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Copeland must be Labour's final warning

Unison's general secretary says Jeremy Corbyn is a friend - but must also take responsibility for turning the party's prospects around. 

No one objective could argue that last night’s by-election results were good for Labour.

Whilst it was undoubtedly pleasing to see serial fibber Paul Nuttall and his Trumpian politics put in their place in Stoke, this was never a seat where the result should have been in doubt. 

But to lose Copeland – held by Labour for 83 years – to a party that has inflicted seven years of painful spending cuts on our country, and is damaging the NHS, is disastrous.

Last autumn, I said that Labour had never been farther from government in my lifetime. Five months on the party hasn’t moved an inch closer to Downing Street.

These results do not imply a party headed for victory. Copeland is indicative of a party sliding towards irrelevance. Worse still, Labour faces an irrelevance felt most keenly by those it was founded to represent.

There will be those who seek to place sole blame for this calamity at the door of Jeremy Corbyn. They would be wrong to do so. 

The problems that Labour has in working-class communities across the country did not start with Corbyn’s leadership. They have existed for decades, with successive governments failing to support them or even hear their calls for change. Now these communities are increasingly finding outlets for their understandable discontent.

During the 2015 election, I knocked on doors on a large council estate in Edmonton – similar to the one I grew up on. Most people were surprised to see us. The last time they’d seen Labour canvassers was back in 1997. Perhaps less surprisingly, the most common response was why would any of them bother voting Labour.

As a party we have forgotten our roots, and have arrogantly assumed that our core support would stay loyal because it has nowhere else to go. The party is now paying the price for that complacency. It can no longer ignore what it’s being told on the doorstep, in workplaces, at ballot boxes and in opinion polls.

Unison backed Corbyn in two successive leadership elections because our members believed – and I believe – he can offer a meaningful and positive change in our politics, challenging the austerity that has ravaged our public services. He is a friend of mine, and a friend of our union. He has our support, because his agenda is our agenda.

Yet friendship and support should never stand in the way of candour. True friends don’t let friends lose lifelong Labour seats and pretend everything is OK. Corbyn is the leader of the Labour party, so while he should not be held solely responsible for Labour’s downturn, he must now take responsibility for turning things around.

That means working with the best talents from across the party to rebuild Labour in our communities and in Parliament. That means striving for real unity – not just the absence of open dissent. That means less debate about rule changes and more action on real changes in our economy and our society.

Our public servants and public services need an end to spending cuts, a change that can only be delivered by a Labour government. 

For too many in the Labour party the aim is to win the debate and seize the perceived moral high ground – none of which appears to be winning the party public support. 

But elections aren’t won by telling people they’re ignorant, muddle-headed or naive. Those at the sharp end – in particular the millions of public service employees losing their jobs or facing repeated real-terms pay cuts – cannot afford for the party to be so aloof.

Because if you’re a homecare worker earning less than the minimum wage with no respite in sight, you need an end to austerity and a Labour government.

If you’re a nurse working in a hospital that’s constantly trying to do more with less, you need an end to austerity and a Labour government.

And if you’re a teaching assistant, social worker or local government administrator you desperately need an end to austerity, and an end to this divisive government.

That can only happen through a Labour party that’s winning elections. That has always been the position of the union movement, and the Labour party as its parliamentary wing. 

While there are many ways in which we can change society and our communities for the better, the only way to make lasting change is to win elections, and seize power for working people.

That is, and must always be, the Labour party’s cause. Let Copeland be our final warning, not the latest signpost on the road to decline.

Dave Prentis is Unison's general secretary.