Following the campaign: the views of… Laura Davis

It's only one day left for the British to vote and we have the great pleasure to interview Laura Davis and hear her views on the campaign. Laura is an analyst and consultant based in Belgium. She works on EU foreign policy, particularly on how human rights are handled in conflict zones. She has worked in the Middle East and Africa, including two years in the Democratic Republic of Congo. She follows EU, UK and Belgian politics.

1. Are you following the British General Election campaign? How are you following it (through what kind of media)?
I live in Belgium, and I mainly follow the election through the traditional media – BBC radio 4 (available here on long wave, or online); BBC TV One and Two; the Guardian newspaper online and the Economist.

2. Is there anything special that has surprised you so far?
This is the most exciting election since 1997 – and the Lib Dem’s success has been a great (and welcome) surprise.

3. Which candidate do you believe is communicating his message to the voters in a better way?
I find Nick Clegg’s style much more attractive than Brown or Cameron, and I think his message of real change is coming over very effectively. I’m not sure how much content he is transmitting on policy, it seems to be more about style, a break with the past, and building trust with the electorate. This is also the first time I have experienced an election which is so focussed on personality (although that might be the skewed effect of living abroad) – and Clegg seems much more reasonable, and well, normal, than the other two. And he has Vince Cable, who although hasn’t done so well recently became so well-known and well-trusted during the financial crisis that the Lib Dems were able to build up credibility in a way they had not previously been able to.

4. In the UK the maximum investment the parties can make in a campaign has been limited. Do you think this limitation is necessary? Will it help the parties to think for new ways of communications?
Yes I think it is necessary, to reduce the power of (very) big business in the Tory campaign (and the trades unions in the labour campaign). I don’t know whether limitations on budget affect communications – I think reaching new target groups (the young) / special interest groups might have more to do with it. (Although as an expat I’m not exposed to poster campaigns, adverts etc…)

5. Which kind of media do you think will be key to reach the voters (TV, Internet, written press…)? Why?
I’m a very traditional media consumer. I read the a newspaper (online), listen to the radio (also online) but don’t consume much “new media.” I get the impression that new styles of communication – like the debates – may have more impact than the media used to transmit messages.

6. British politicians are being pioneers in using social media and web 2.0 tools in their Communications with their voters. Do you think this helps them to get closer to their electors?
I don’t use social media in this way, and I don’t think I would be influenced by it.

7. Do you think any aspect of the British campaign can be applied abroad, especially to the Spanish one?
This election is unusual for the UK because of the very low trust in parliament following the expenses scandal, a build up of opposition to eg. Iraq, and the fall out from the financial crisis. But perhaps one thing that could be applied elsewhere are the TV debates – although Spain may already have them?