British elections and the new media.

It seems that political parties, even in highly developed countries, such as Britain, still harbour a stigmatic attitude towards internet media, or worst, lack the creative ability to make use of new technologies and platforms for their own political benefits

New media are changing the way organisations attract supporters. The American Red Cross raised a record $8 million for Haitian relief via twitter, which according to the Nielsen Co, had become the top sources of discussion about the quake, followed by online video and blogs. There is no disputing that there is an emerging market and communication networks for nonprofits, small businesses and political parties, right? No, at least not for political parties in England anyways.

Research has shown that political parties are failing in their efforts to use the internet. Carried out by the National Endowment for Science, Technology And the Arts, the study indicates a clear problem, showing that 79% of people questioned couldn’t recall seeing any material, adverts, e-mails or websites that had been prepared for the internet by the political parties.

This should come as highly alarming information to British politicians as the younger voters from the ages of 18 to 24 who are in fact keen to their parties online are not being given the chance to. Parties are clearly not exploiting the web’s ability to talk to people to find out their thoughts and key issues.

Beyond online engagement with voters, why aren’t voters allowed to do their voting online? The study showed that of those who could vote in the last elections but did not do so, 44% said they would cast a vote if they could do so online.

Setting up online voting stations would not be a complex endeavour at all, given that parties have the technology to do so and a large portion of the population, particularly younger members have access to the internet either at home, work or through educational institutions. If political parties want to capture this sector of the population, they need to march out of the stuffy digital dark age they have grown to love so much.

It appears to this young African lass that British politicians have always had a media complex. The country’s prime ministers have never had a televised debate for the pubic. Back in her day, Thatcher shamelessly refused the Labour Party’s Neil Kinnock’s challenge to a televised debate, claiming it would turn a good campaigning system into a show business. Tony Blair too chickened out of a public debate during his elections.

This style of campaigning is truly a shame and lacking in juiciness, who can say that they don’t relish in political witty and down right dirty banter. I for one have always enjoyed a gladiator style battle between potential leaders, not only because it is hilarious but also to point out dim witted or dodgy characters.

After the long wait, the British media and public will finally get a chance to witness a mediated political debate between electoral candidates Gordon Brown, David Cameron and Nick Clegg this week. This historical first , will allow audience members to pose questions to the candidates.

Political parties will also have a live hotline to broadcasters to appeal against what they see as unfair camera shots or lack of balance. The British media is with good reason highly excited about the broadcasting implications of the live debate. They want to create a programme which is watchable, interesting and something that the public will take to be a real debate. Let’s hope they succeed.