April 4, 2007

Facing the future of politics

By Jessica Dean
jdean5@uwo.ca

But beyond that, say its fans, Facebook could become a political force. With more than 17 million users the site may have the capacity to influence political engagement, especially among the most politically apathetic group of Canadians - those aged 18 to 34.

Founded in 2004, the site has been in the news lately, often due to concerns over privacy issues related to what users post. In Ottawa, several grocery store employees were fired after posting comments on a group dedicated to discussions about working at the store. Last month, five Toronto high school students were suspended after they made derogatory comments on the site about their school's vice-principal.

Recently, though, users have begun to use Facebook in a new way, as they take advantage of the site's social networking platform to campaign for various political causes.

When Dave Nugent decided to run for the student presidency of his university, for instance, he knew right away that Facebook would be an integral part of his campaign.

Nugent, 21, used Facebook as a key way to connect with his fellow students at Huron University College, a liberal arts university affiliated with the University of Western Ontario.

Courtesy of Dave Nugent

Dave Nugent used Facebook to campaign for students' council president.

"Facebook was used as the tool to get the message out…. It is the new fad, everyone has it, why not utilize it?"

In a university with a student population of 1,100, Nugent had about 300 users join his Facebook group, which was appropriately called "Vote Dave Nugent for President."

His two competitors also created Facebook groups, but had fewer members, said Nugent. The election results showed a similar distribution of votes compared to Facebook group numbers, with Nugent capturing about 65 per cent of the votes and the win.

During the campaign, Nugent organized and publicized three events online, and sent out event invitations to the members of his group.

"Getting that message out and creating that hype through Facebook is huge. Because the greatest thing about Facebook is that people can see who's attending, and if key people are attending those events, then they'll want to attend as well," he said.

Nugent also included information about his campaign's platform on the site, but kept the details to a minimum, as he wanted to ensure that the students took the time to read what he had to say.

"I don't necessarily think that with the long, long Facebook blurbs, people will read them," he said.

But because of the site's design, Nugent was able to interact with the people who visited his group, who could send him a message asking questions about his campaign.

The interaction worked well, said Nugent, as voters were less intimidated to contact him online instead of by telephone.

Courtesy of Devin Johnston

Devin Johnston says Facebook could help to improve voter turnout.

It's that individual contact with other members that makes Facebook an effective way to politically engage young people, said Devin Johnston, president of the University of Western Ontario New Democrats and the Ontario New Democratic Youth's director of communications.

Right now, the political parties are looking at new technologies like Facebook as "an outreach tool and a way of communicating and trying to get politics and young people to relate a little bit better with one another," said Johnston.

Traditional forms of campaigning, like television advertisements, just aren't effective in reaching young people, he said, and Facebook lets its members feel like they can connect directly with politicians.

That's why an increasing number of politicians are signing up to Facebook. The site, created by a Harvard University student, was originally only available to university and high school students. In September 2006, anyone with a valid e-mail address became eligible to register.

Politicians like NDP MP Olivia Chow and Liberal MP Ken Dryden have recently created profiles on Facebook. Even Stephen Harper has one: any Facebook user can request him as a friend or send him a message.

The movement of politicians to the site is a "positive step in the right direction," said Johnston.

As a member of Michael Ignatieff's Liberal leadership campaign team, Andrew Block, 22, ensured that Ignatieff had not only Facebook groups, but his own Facebook profile.

"Having that sort of thing makes them look a bit more trendy."

Using Facebook could be an effective way for the parties to target youth voters, which each party wants to do, said Laura Stephenson, a political science professor at the University of Western Ontario.

Research has shown that if voters have personal contact with a candidate, which is traditionally through a candidate campaigning door-to-door, they are more likely to vote and vote for that particular candidate, said Stephenson.

With a politician on Facebook, "you could argue that if it seems like (the politician) is actually responding back it's the personal touch that you wouldn't have otherwise, so it might be an interesting way of trying to mobilize people," she said.

Canadians between the ages of 18 and 34 are the least likely to vote, said Stephenson, while the research has shown they're also not getting involved in interest groups.

But since many of those people who are involved with politics are originally drawn in by talking to their friends about the issues, online social networking sites like Facebook could be an effective way of engaging young people in politics, she said.

Courtesy of Andrew Block

Andrew Block says Facebook makes politicians seem trendy.

Holly Bacchus, president of the Ontario Progressive Conservative Campus Association, agrees that Facebook can help to get young people political active.

The key, she said, is to create the links between the parties and the issues that young voters care about.

For example, if a Facebook user joins a group dedicated to lowering taxes, they might also be interested in the Progressive Conservative party's groups on the site, she said.

"It's all about connecting what people care about with the political parties," said Bacchus. "Related links gives partisan people an 'in' with the people who care about issues."

Block said when he creates a Facebook group related to the Liberals, it works as an "icebreaker" to interest and involve other people.

The first hurdle is to get people to join the group, he said, and then get them to talk about it and ask questions.

But Block admits that about 95 per cent of those who join the Liberal groups are already party members.

"I think it works more for generating support among the party, and getting people fired up, but it doesn't necessary give that much towards weightier issues," he said.

Another limitation of the technology is that most of the people likely using the site are already those most likely to vote, said Stephenson.

Young people with university educations tend to vote, and "who's going to have access to Facebook, who's going to even know about it, it's going to be people who are already plugged into a university community," she said.

One key to increasing voter turnout among young people is reaching those who might not have Internet access, she said.

"And the problem is those people are the ones who aren't being reached right now, and that's going to continue as they get older," said Stephenson.

Despite its potential shortcomings, Johnston sees Facebook as a way to prevent political apathy among youth.

Accessible media, like Facebook, make it "that much easier for young people to get a taste for politics, but then also to have your voice heard…and to feel like a member of a community rather than just a number."

Johnston predicts that if the trend of politically engaging through means like Facebook continues, there will be a spillover into increased voter turnout.

That remains to be seen, but signs indicate that Facebook is affecting the politicians'decision-making.

Last month, Elizabeth May, the leader of the Green Party, announced she would seek the Green Party nomination for the next federal election in the riding of Central Nova, which is held by Peter MacKay, the minister of foreign affairs.

May said she was encouraged to run in the riding by her daughter, who had seen a Facebook group of young Liberals from Central Nova willing to help her win.