My Vote For Sale. Price: Engagement.
Yes, that’s right. My vote in the UK General Election is for sale. It just costs engagement.
When I announced this on Twitter at the end of last week, my friend Martin Howitt immediately replied that my vote should be based on principles – it is a duty and a decision that is not like buying a TV or picking which movie to watch at the weekends. Martin said that not voting devalues us, and someone else concurred, saying I should vote for the party that aligns with my values and the one that stands for what I believe in. I agree with Martin, however:
The reality is my generation doesn’t known what the parties stand for.
When you consider that all the information that most of my generation has ever needed has found its way to us through targeted advertising and customisation, the only bit of information about any political party that makes its way to me is that each party dislikes the other political parties.
When I see them on TV, I only ever see them arguing. When I drive and see their billboards, they are mocking one another, or just so corny it turns me off. The realities of our political system are irrelevant, because I wasn’t taught them in school and am guided by my negative perception, and the negative things I see in the press.
I hoped that following my local Member of Parliament on Twitter would give me insight into what they are doing for my city, and how they are relavant to me. Instead I just found another avenue where they mock their opponents.
The 2001 General Election had the lowest vote percentage since 1918, where only one third of under-25s expressed a desire to vote. One report for an election in Wales in 2003 detailed that only 16% of under-25s voted. A recent survey revealed less than 1 in 10 under-25s think politicians have their best interests at heart. This excellent post on Youth Apathy gives a range of statistics, all leading to one core, unfortunate, but present truth:
Participation in politics is now a lifestyle choice.
In other words, some people are sporty, others are musical, some are smokers, others follow a religion, and some are voters. This is why voting, for us, is a brand decision, based on our lifestyle. How we do decide which brands to follow? We do so emotionally, based on:
Engagement
Do we engage with brands that we are ignorant of? No. We do engage with brands that there is mystery behind, where is knowledge is not complete, but there is no mystery to the political system, just ignorance.
I am 26 and have never been told how our political system works - not by peers, not by authority figures, not on the playground. The news channels that work so hard to cover it talk in language that I was never taught and would not understand unless I read about it – on wikipedia, no less. I wonder how many gaze at it in misunderstanding and bewilderment.
Growing up in a working class home, focussing on English at college, there is no point where even the idea of politics has engaged with me. My parents raised me and 4 siblings on very little and I never remember them voting – probably for lack of time and focus on it – and so they never passed any political understanding down to me. The only people I know my age who vote are those who studied politics at College or come from middle class families that have a history of alignment to a party.
I also have little motivation to vote, as does most of my generation. I’m just not engaged with the idea. First of all, we don’t think voting makes a difference, and the fact that it does make a difference is not communicated to us. Secondly, we don’t see the need to vote as we will be the ones who make the difference in our own lives. If they raise taxes, we’ll earn more money to look after ourselves. If they change university funding, it doesn’t matter because we’ll be rich by the time our kids get there. We genuinely think we can make all the difference that we need in our own life, no matter how false this might actually be.
What is tragic about this is that even if we did vote, we’d vote according to what we need, not what the country needs. We don’t think about the community, about each other, but about our best interests. Community is another idea that tragically I wasn’t taught at school, and probably not at the dinner table either (I was watching TV during dinner, not sat at the table learning manners, the same as most people my age.)
All my life, the information I needed sought me out, and if it didn’t, I had no need to seek it myself. With the business of life that everyone today seems to be in (no matter how busy they actually are), few of the people I know my age when I ask them neither intend to vote or know anything about what policies the parties have.
Every brand I follow has engaged me. We live in age of brands. Stickers, logos, tags, markings – in what we eat, drink, wear, do, use, support and desire. They identify me. Brands engage me and grant me identity.
This isn’t about Social Media (although I can be engaged there, too), because engagement happens across all mediums, methods and medias. When I ran Feedback, the youth charity I started in 2003, we had about a thousand young people a month at our events by 2005. When they came, I didn’t engage personally with them all, on a one-to-one basis. I engaged with them by modelling a lifestyle and an attitude that they could look at and imitate. I told them they are better than that, that they have stuff on the inside of them, that they could learn skills and tackle pressures and break habits, and I lived a life of kindness and understanding to show they how to do it. My lifestyle was the engagement – and you could be engaged by talking to me, or engaged from afar – and the idea was that I was showing them something different.
But when I look at the politicians, I don’t see anything different. They all look the same. The ones that were caught in the expenses scandal looked the same as the ones that weren’t. This is branding 101 and it’s irrelevant what the reality is. Branding is all about perception – hence less than 10% of under-25s believe politicans can be trusted. The reality of whether they are trustworthy or not just doesn’t matter if we don’t think they are.
I am not engaged from afar by our politicians. Well, except for times like this:

This is David Cameron talking about the death of his son, Ivan. Some people think, as one commentor said on this article, that politicians should be banned from giving a “touchy-feely, sobathon” like this, but regardless of whether this is right or wrong, to me this is a shade of reality and the beginning of differentiation.
Here I see a man who is real, human, and experiences pain, like me. In this moment, he isn’t mocking his opponent, or in his lavish second home: he’s hurting. Call it what you will – staged, planned – but I sure wouldn’t want to lose my son and can’t imagine what he must’ve gone through.
Can Politicians Engage?
Yes, they can (thanks for the tagline, Obama.)
Joanne Jacobs wrote on Sunday about THE digital engaged MP, where she points to Tom Watson and in particular his ‘digital pledges‘. Joanne writes on the subject, with words that I could’ve written myself of late:
In an age where (broadcast) messages have been equated with business success, speaking rather than listening has been valued. And indeed, one of the reasons why blogging became so instantly successful at the turn of the century was because easy access to a soapbox – the capacity to be heard – was highly appealing in a society that worships celebrity. But true engagement is about listening to commentary and responding to contributions made by the community.
Ah yes – Broadcast vs Social. The first is one way – about publishing. The second is multiway – about listening, speaking and adapting.
If you go and read Tom’s digital pledges, he utters these incredible words: “After the passing of the Digital Economy Act last week and before the political parties each launch a manifesto next week, I wanted to ask your advice on my own Internet pledges.”
WOW – he wants our advice? You mean he wants to listen to the needs of the people he represents? Oh wait – that’s the whole idea, isn’t it?
Tom Watson, without even talking to me, has engaged me. The same goes for Ed Balls, who does an incredible job of talking with his constituents and putting his discussions with them on his website, and replied to my praise of him on Twitter very quickly.
Tom and Ed, if they asked for it, have my vote. They’ve engaged me, and I bet they’ve engaged a lot of other people’s votes too.
Who has engaged with you?
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jonged
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http://scottgould.me/ Scott Gould
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jonged
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http://scottgould.me/ Scott Gould
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http://twitter.com/MartinHowitt Martin Howitt
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jonged
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http://scottgould.me/ Scott Gould
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munyaradzihoto
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http://scottgould.me/ Scott Gould
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http://twitter.com/JohnWLewis John W Lewis
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http://twitter.com/JohnWLewis John W Lewis
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Benjamin
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http://scottgould.me/ Scott Gould
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http://scottgould.me/ Scott Gould
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http://www.anniesyed.com annie q. syed
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http://scottgould.me/ Scott Gould
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http://twitter.com/JohnWLewis John W Lewis
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http://www.joannejacobs.net/ Joanne Jacobs
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http://scottgould.me/ Scott Gould
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http://twitter.com/MartinHowitt Martin Howitt
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http://www.joannejacobs.net/ Joanne Jacobs
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http://www.joannejacobs.net/ Joanne Jacobs
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http://scottgould.me/ Scott Gould
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saratraynor
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sytaylor
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http://scottgould.me/ Scott Gould
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http://scottgould.me/ Scott Gould







