Can political parties still command mass support?

It looks as though political parties have had their day, as voters (or rather non-voters) find new ways of collective thought and action. Organised politics has failed miserably to understand or adopt digital media, which are by now quite long-in-the-tooth. Single issue collectives like Stop the War, Hacked Off and UK Uncut have larger “memberships” than the parties. Online petitions regularly attract 10s and 100s of thousands of signatories.

So what can or should the parties do about this? Their portfolios of policies are as likely to put off adherents as to win them. A supporter of Policy A may be as strongly opposed to Policy B. And how can a Leader in today’s media’s preferred presidential politics possibly appeal sufficiently ever to be good enough?

It seems to me that the agenda and language of politics has to be shifted towards values, with a party’s policies described in terms of their consistency with these. A leader with values is surely a match for one with fewer or worse, regardless of how his/her looks may seem to the image-conscious.

It is surely not too late for Labour to espouse new media actively, to link itself to campaigns of others making as well as to its own supporters. The Party must see how digital communities work, not by preaching or imposing barriers to engagement but by creating conversations between people with common interests. Today’s digital policy seems at odds with this. Members receive regular top-down messages, usually accompanied by a request for money. How off-putting is this?

Take rural issues as an example. Voters living in the countryside far from the conurbations which set most of the political agendas have very distinct issues of isolation and cost of living not appreciated by the metropolitan majority. They are fewer in number but still have rights and needs; as well as being a significant minority which Labour should certainly not ignore. Yet how else can these voters have a collective voice if not by connecting them? The same can be said to apply to other otherwise isolated categories like disabled people, freelance workers, the care sector. If Labour could offer individuals the means to connect to others of similar interests, it would be better informed on these issues and rebuild collective behaviours under a common banner. And if Labour does this, perhaps it can justifiably ask voters who are not members to tick its box; and voters who do not buy the whole package will tick that box because the package contains what they need.

Tom Serpell @uckfieldlabour