Australian Trial – Digital Democracy

Ask a Pollie Let me be honest – I titled this blog ‘Digital Democracy” not because I wanted to discuss that subject particularly but rather to get more attention on the web through the search engines. My digital media friends have a few tricks. Such is the reality of a world of mass information. Underlying this ruse lies an important lesson – information is everywhere and for those in the business of information and ideas – like politicians – the challenge of getting noticed is growing.

 

In part this is the motivation for a trial launched this week by Microsoft Australia. The public face of the trial is a website called Ask A Pollie. In the same week that Finance Minister Lindsay Tanner announced the Web 2.0 Taskforce, this trial is another example of how Australians are prepared to optimistically look into the future of a connected world and ask what might be rather than just what next?

Ask A Pollie is a small digital media investigation we are conducting over the next 8 weeks. The site will house a number of short videos from Federal politicians, including the Minister for Finance Lindsay Tanner, National Senator Fiona Nash, Liberal Bruce Billson and Family First Senator Steve Fielding, and some comment pieces from profile commentators.

This investigation or trial is looking at the issues that might ultimately make possible the concept of the video press release. Video blogs and video messages are nothing new and I don’t expect this trial will change the practice of press releases overnight. Nevertheless, as more and more information is generated in digital formats and immediacy of message for politicians becomes ever more an imperative, it is inevitable (IMV) that the smart politician will look to video and mass web broadcast to get their message out to new and old constituencies alike.

Oh and yes whatever platform may ultimately be built to deliver the press release centre will need to be built so that every member of the public will be able to view and hear those releases on whatever device they own, wherever they may be. Interoperability will be essential.

President Barack Obama has embraced this channel of direct communication with some success. By enabling politicians to effectively by-pass the editorial control of media outlets a politician’s message can be both more powerful and more authentic. I am not naive enough to think that this will lead to some form of democratic nirvana though – politicians know how to edit and script their messages too – and achieving a broadcast quality of video press release will be only one challenge to overcome.. 

This trial is looking at all the logistical, technical, administrative and practical issues associated with making video press releases. I hope to report the results of the trial toward the end of September. The Ask A Pollie trial is also looking at the effectiveness of outdoor advertising devices (including interactive live sites) to drive interest online.

The content on www.askapollie.com.au and www.askapollie.net.au will build over the next 8 weeks with Labor Member for Lindsay David Bradbury  and Nationals Senator Fiona Nash the next to add their videos on the subject of the economy – next week. On the site you can view and rate the videos, contribute to discussions, vote on polls and raise questions. The participating politicians are not ‘contracted’ to respond to questions but we will be watching trends to see what the public has to say.

Have a look, have a play, have your say. Oh and in case you are wondering one lesson has already been learnt by the trial team – Australia needs fast broadband! A service like Ask A Pollie, whatever its merits, will only be fully engaging when the experience of viewing on the web matches any other form of media channel.

Simon Edwards, Head of Government Affairs