We are all familiar with the television debates between the Prime Minister and the Leader of the Opposition that occur in the lead up to a Federal election - but are Australians ready for online election debates?

It's been done before… Pic: AFP / File

Last month, NSW held what was billed as the first election debate on Twitter between NSW Premier Kristina Keneally and NSW Opposition Leader Barry O’Farrell with mixed results including descriptions of it being chaotic, and confusing.

The increasing “US Presidential” style elections in Australia, with the focus almost entirely on the personality of the leader, suggests that other important developments in the US will be taking place here.

In the US 2008 election, Democratic White House contenders went online for the “mash up” debate - which was a web-based video forum that allowed viewers to pick and choose what they wanted to see. Interviews with each of the eight Democratic candidates were cut and posted online by topic and candidate. The target was focused at potential voters, particularly young people, who are often turned off by the traditional debate format that subjects viewers to long and detailed discussions.

Inspired by President’s Barack Obama successful 2008 campaign, the Labor party has launched Campaign iQ, which it claims to be the first of its kind for Australia. The interactive platform overlays the existing Labor portal allowing for direct communications members and supporters and creating a forum for community advocacy, including social networks for supporters, and a ThinkTank where communities can participate in policy discussions.

In the 2007 Federal election, the Liberal and Labor parties reportedly spent around $15 million each on election advertising with only a small proportion of that spend going towards digital media. However that allocation is growing.

Also expect political strategists to take full advantage of leveraging the online media, through viral campaigns, influencing online discussions, blogs and short videos, where minimal costs are incurred. Even managing discussions on social networks can be an enormous challenge. In the recent British elections, it is estimated that the Tories had a team of around 30 people managing social networks alone.

The main point of difference of digital media versus the traditional methods is its precise element, you know exactly how many people are watching and viewing. In the more traditional form of media you only have an estimate and hope the audience is paying attention.

Technology has dramatically changed the electioneering landscape, everything from raising donations, to broadcasting messages, recording radio grabs and emailing them digitally to media outlets, and empowering voters by allowing them to directly ask questions to those whom they may be voting for.

Who can forget that viral video in the 2007 Federal election campaign, when Kevin Rudd was portrayed as the all-conquering Chairman Mao? I think this campaign will bring another memorable moment. We’ll see.

Founder of the company I now work for, Microsoft, Bill Gates said: “As we look ahead into the next century, leaders will be those who empower others.”

The growing influence and advent of the internet is doing just that, empowering voters, and the online debate may be Australia’s ultimate next step to empower the ordinary punter.

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12 comments

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    • Daryl says:

      09:19am | 20/07/10

      My understanding is that Gillard has only agreed to one debate and that this will be held next weekend, 4 weeks away from voting day. Why is she running scared??? Perhaps Tony should debate Brown since the greens have now formed a coalition with the ALP. They could debate Labor’s performance on the insulation fiasco, the school scheme rorts, the election 07 lies of grocery choice, more affordable housing, fuelwatch, childcare facilities not delivered. Or perhaps they could debate Labor’s performance on blowing the surplus and turning it into a $40.4billion defecit. Or perhaps they could debate the record level of foreign debt racked up by Labor and their relaxing of the boarder protection laws. Or maybe their comic handling of the East Timor processing centre that never existed and the backdown over the profits tax. But now that I think about it, it’s very clear why the PM doesn’t want to debate her performance. Because Labor has been cr@p!

    • The Badger says:

      10:37am | 20/07/10

      My understanding is that Abbott and his minders did not want ANY debates.

      He knows he is outclassed by Gillard and she will make mincemeat out of him and this of course will not sit well with the Ironman image he has carefully constructed.

      It would be best for the nation to keep his mouth shut and let the truth parrot do the talking thereby allowing Labor to retain the reins of government and move forward instead of back to the future.

    • KL says:

      11:39am | 20/07/10

      Neither Abbott nor Gillard are great public speakers so I doubt either want too many debates…
      How I wish we could have a PM who is a great orator and can inspire the people with their words alone… but it’s been a long time between drinks on that…

    • Daryl says:

      12:51pm | 20/07/10

      Badger, Outclassed by the character from Cath and Kim, roolly? Look at what they’ve done whilst holding the reins Badger! Insulation sheme - a move forward?? Rorting of taxpayers money and parliamentary inquiries - a move forward?? Defecit of $40billion - moving forward?? Record levels of foreign debt - a move forward?? The green loans fiasco, the backflip on the ETS, the comic profit tax debacle, the anouncement of the Timor solution, a doubling of immigration, non delivery of the grocery choice promise, non delivery on “More affordable housing”, lie about not touching the private health tax rebate blah blah blah. Silly me,  what a great leap forward we’ve all made!!

    • nosthow says:

      09:26am | 20/07/10

      Doubts are being expressed in todays newspapers as to wheter Abbott can even withstand this election campaign. His appalling attempt to banish Workchoices yesterday has the Coalition rattled. Abbott will bring back Workchoices if ever he was elected - of course even 4 days in to the campaign anyone can see that wont happen - tony is history - roadkill as he once said he might end up ! Debating Ms Gillard is way outside his ability - he will be mashed !

    • the phoneyperson is back says:

      04:31pm | 20/07/10

      nosthow - Please refrain from commenting because you are making things worse for Comrade Julia.  Everytime your fingers punch out a missive you highlight the completely moronic mantra of a Labor tragic and Comrade Julia is trying to appeal to the intelligent voter by looking forward and leaving her less than successful past behind.  You are lowering the tone of her entire campaign with your spittle spatter.

    • Shane From Melbourne says:

      10:23am | 20/07/10

      Not on a Microsoft platform- it would get hacked in minutes flat….

    • DD Ball says:

      01:58pm | 20/07/10

      fascinating as the ALP consider censoring whistle blowers from the ‘net, that they are praised for their ‘forward thinking’ in spending money on annoying others. One friend of mine is a former US marine and he posted in support of Obama, only to be pestered with daily emails asking him to donate money to Obama. That is what the ALP have initiated here. I prefer Mr Abbott’s approach of quietly speaking the truth and allowing debate to happen.

    • xxx says:

      05:07pm | 20/07/10

      “I prefer Mr Abbott’s approach of quietly speaking the truth and allowing debate to happen. “

      spare me - thats as delusional as believing in the virgin birth superstition.

    • masealake says:

      08:16pm | 28/08/10

      No matter TONY Abbott has agreed to submit the Coalition’s election promises to three rural independents to form minority government

      Hung parliament result the fact people wanted fairer live resources supported in demand an honest government

      “Health Olympic Australia” is a nationally and international significant movement in the 21 century “knowledge economy” in “Health Economy Gold Rush”. “Health Olympic Australia” project will not only assist the Australian Government to shape a better health system for Australians but will also improve the general health of Australians. This will put Australia in a strong position for long term wealth generation and prosperity.

      ? By pass all economy in human history that benefit to every habitant on earth;

      ? All habitant must to face either lost, or to win;

      ? The dead lock situation either lost health supply, or getting enough supply to win the battle of health demands in health rebuilding in her/his own right efforts to achieve wealth creation.

      There are at least five economic productivity outcomes will resulting significant GDP progressing from a “Health Olympic Australia” as follow:

      1. Reductions in Australian Health Workforce cost;

      2. Reduction in Healthcare cost;

      3. Reduction in lost productivity cost;

      4. Increase from agriculture outcome;

      5. Increase from “Health Olympic Australia” creation in goods/products exportation.

      Ma kee wai
      (Member of Inventor Association Queensland since 1993)

    • masealake says:

      10:48am | 06/09/10

      Who parties danger Australia’s social fabric?

      Australia citizens now enter a very challenging political era for 70 years in the 2010 federal election, many reforms are demanding by voters are looking for a change with anger to share fairer resources supplied lives from the first term of government?

      Australia social fabric repair long over due?
      Voters’ voices do not hear?
      Voters’ pains do not ease?
      Voters’ cries do not care?

      ? Poverty will not be phase out if no fairer resources to share;
      ? Illness will not be reducing if no preventive measurement in real action;
      ? Agriculture will not be revitalize if urbanization continuing its path;
      ? Housing affordability will not be reach for young generation if government continues cashing from young generation debt by eating out the whole cake of education export revenue without plough back;
      ? Manufacture industry will shrink smaller and smaller if no new elements there to power up to survive,
      ? Employability will not in the sustainable mode for so long as manufacture and agriculture not going to boost.

      Ma kee wai
      (Member of Inventor Association Queensland since 1993)

    • sample news jobs daily says:

      11:53am | 07/11/10

      Week Economy,burn reason effect mention involve plant stay highly revolution letter announce free consumer thank debt open commit sex use trust stuff rise otherwise attend detail right attack test sex encourage chief continue convention run especially marriage dinner start idea criticism kitchen used around significance nor student west although addition entire knowledge iron baby need cost club religious credit train party bag customer make cross answer stay existing defendant objective this neck internal cheap attractive possibility module concentration sheet across daughter likely network follow conversation nurse

 

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