Facebook Enables Political Communication

If the nature of communication is about effectively transferring ideas from one party to another, then Facebook appears to be one of the most useful tools for mass opinion polls. At least, the U.K. government thinks so. David Cameron, the Prime Minister of the United Kingdom, has said that he will seriously consider the results of polls conducted on Facebook that impact public spending cuts before making final decisions. In the most general sense, Facebook is the ultimate collaborative entity, allowing one party (the mass public) to communicate with the leaders of the nation.

Facebook’s truly democratic approach—in this case, every user has an equal stake and influence in the voting poll—may represent a new breakthrough for communication itself. Prior to the advent of such massive technological platforms, communication in political matters was generally restricted to those with either influence or considerable motivation. Telephone voting, where individuals are prompted to call in and either vote on an issue or donate money, has been utilized in mass media since the late 1970’s. Telephone voting is the closest precursor to Facebook, although Facebook has the advantage of engaging everyone more personally than a phone call, due to the nature of its construction. Where phones can still be viewed as impersonal objects that one may answer or not at will, Facebook’s incorporation of private information integrates the site into one’s public and private persona. Being asked to vote on something by Facebook is slightly more personal than being asked to phone in over mass media like radio or television.

This personalization of communication, of course, can cut both ways. By essentially asking Facebook’s members to personally vote on policy decisions, the resulting decision will feel far more personal than the slightly removed distance of a phone poll. This has its benefits. If the process is repeated, citizens may feel more invested in their community, both on a local and national level. Of course, this depends on how effectively the government responds to the poll. If David Cameron acts according to the results on the site, citizens will feel empowered; if, on the other hand, he disregards their input, citizens will feel tricked and unmotivated to listen to further government appeals.

It should be noted that Facebook, as a form of technology, only enables communication, but does not change the essential nature of the transaction. The government and the public must still negotiate the intricate issues of communication; establishing common terminology, trust, and believability. What is truly remarkable about Facebook is how it just may facilitate a greater and more productive communication between these traditionally distant parties, resulting in increased benefits to both. The gate has been opened; now the play must be made.