MPs and web technologies: an untapped opportunity?

Abstract MPs have not previously been assigned a major role in electoral campaigning, being considered only one element of a political party's ‘marketing’ tools for winning votes. Evidence now suggests that the relationship between MPs and their constituents is changing. The concept of ‘constituency service’ implies that individual MPs can have a much greater influence on local voters and so possibly buck national trends. At the same time the concept of the ‘permanent campaign’ is transforming political campaigning whereby the political elite needs ever‐greater control of the tools used to provide messages to voters. The internet is a potential battleground between MPs who want greater control of their own local campaigning and the party elite who want to ensure a consistent, coherent and controlled message. The Internet is a new addition to the campaigning armoury, yet the focus so far has been on e‐government, e‐democracy and election campaigns. By concentrating on how and why MPs use their websites this paper considers whether MPs have fully understood and utilised this new medium. Key questions include whether their websites are ‘sticky’, interactive and a means of creating a targeted message. The findings of this detailed study of MPs' websites show that apart from a few pioneers, MPs have not progressed beyond using the Internet as ‘shovelware’ — the vast majority view their website as an electronic brochure and not a new form of two‐way communication. Copyright © 2003 Henry Stewart Publications