The United Kingdom is currently in the grip of what is arguably its most important election for 25 years. The main three parties are a divided bunch. The Labour party, the UK’s current leaders, led by Gordon Brown are currently languishing 3rd in the polls. Then theres the Conservatives the official opposition, led by David Cameron. And finally, last but certainly not least are the dark horse’s of this election, the Liberal Democrats, led by Nick Clegg, and currently leading Labour in the polls, seemingly to the entire countries surprise.
Now, I could go on about policies, but that is not the aim of this piece. I want to talk about how each party is utilising social media to further the message of their campaigns. Over the past week, I have been following each of the political parties, via their official Twitter feeds and Facebook pages, as well as through the general wider media channels, and it has to be said….nothing has happened.
Im disappointed by this, after all this is the 21st century and what easier way to communicate with the populace at large than by using the power of the 21st centuries greatest tool, the internet. I was expecting vast online debates, political mudslinging and smear campaigns from all sides. But nothing has occurred, at least nothing controversial. Even in the face of Gordon Browns “Bigotgate” not a derogatory word has been uttered from the official party Twitter feeds and Facebook pages.
The televised political debates have overshadowed the web, as all the ‘dirty laundry‘ of the campaigns appears to have been aired live on air, so why bother repeating it online? The public are much more hungry to see a fierce, visceral, verbal and live debate between the party leaders, than just an idle, sniping tweet or comment.
The sad truth of the matter is we were expecting fireworks and have been given a sparkler. The main reason for this is that the election race is currently so close that the main parties are unwilling to compromise the overall scope of their campaigns for the sake of scoring some cheap political points. The risk, and margin for error are just far too high at this late stage.
That said with the final debate due to be broadcast tonight, it will be interesting to see if in the week between the broadcast, and election day, any final shots are hurled online. The internet may yet have a role to play, only time will tell….