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A blog dedicated to the examination of communications in election campaigns, with a focus on posters
Tagged as “Mumsnet.com”
Thursday, February 18, 2010
The influential parenting Web site in Britain, Mumsnet.com, is being used by the political parties to get across their messages to "mommy bloggers." The May election in the U.K. is now being called the "Mumsnet Election," according to Emma Hall in AdAge.com. In fact, the Web site has a section with exactly that title, with links to an article, a survey, a discussion board, leader biographies, and Web chats.
Just as "soccer moms" were a key targeted group for Bill Clinton's 1996 U.S. campaign, middle-class, college-educated mothers are being targeted in this year's British campaign, as Rachel Sylvester points out in the TImes. According to Sylvester, "Labour is planning manifesto pledges to increase paternity leave, allow greater flexibility at work and give more help to those caring for elderly parents. The Tories are also preparing to pitch to the Mumsnet vote with an increase in parental leave...."
Both the Conservative and Labour Parties have developed ads for the Web site and their leaders have participated in online chat sessions with some of the site's users. One Labour ad says, "Are you earning more than 42,000 pounds? Say hello to David [Cameron, the Conservative Party's leader]. And goodbye to your child tax credits. Vote Tory and you'll get less than you bargained for." The Conservative Party's ad exclaims, however, that the party favors child tax credits for people who earn under 78,000 pounds.