Labour Group Advocates for Increased Online Presence Among MPs
The Labour Growth Group urges MPs to engage with platforms like YouTube and TikTok to counter negative narratives and connect with younger audiences.
A collective of approximately 110 Labour MPs, known as the Labour Growth Group (LGG), has emphasized the urgent need for the party to enhance its presence on online media platforms such as YouTube and TikTok.
This initiative is driven by concerns that unfavorable narratives regarding the party’s agenda, politicians, and policies are proliferating unchecked in the digital space.
The LGG aims to cultivate a new generation of MPs who can confidently articulate diverse perspectives and engage with a broader range of audiences, preparing them for potential ministerial roles.
Collaborations with prominent podcasters and influential figures are underway to facilitate this development.
As part of these efforts, the LGG has started working with a well-known British YouTuber boasting over a million followers, who has conducted a trial media clinic for MPs.
One member of the LGG indicated a need for the Labour party to adapt to modern media dynamics, noting, "Today’s media landscape is not the same as 1997’s. We have to be where people are – especially for young men and those considering populist alternatives, that’s on new media." The lack of public trust in politics and low electoral turnout were cited as issues that cannot be addressed merely by securing traditional media coverage.
The member stressed the necessity of consistent engagement on platforms like YouTube and TikTok to combat emerging negative narratives and address citizens' genuine concerns.
The LGG has also reached out to economist and YouTuber Gary Stevenson, who operates the channel Gary’s Economics, to facilitate discussions regarding government efforts to improve living standards and combat economic decline.
This outreach led Stevenson to create a 15-minute video titled "Labour want to come on Gary’s Economics, should I let them?," which was viewed by around a million people within a week.
Labour MPs have recognized the effectiveness of certain young MPs, like Zarah Sultana, who have garnered significant attention on platforms such as TikTok and Instagram, suggesting a strategic shift is necessary to fill existing gaps in the digital media landscape.
Advisers to the Labour party have suggested that leveraging popular media figures could better position Labour for forthcoming elections compared to relying solely on traditional government communication channels.
The LGG is reportedly planning to implement their project ahead of the autumn budget, during which the Chancellor, Rachel Reeves, might announce tax increases.
The project aims to attract a diverse group of Labour members who can engage in creative discussions surrounding urban development and economic strategies.
Chris Curtis, Labour MP for Milton Keynes and co-chair of the LGG, commented on the organization's mission, stating, "The centre left of politics has up to now failed to effectively establish a foothold in the online media ecosystem and we know we’ve got to change that.
Right now we’re simply ceding the ground while algorithms mainline misogynistic and far-right content.
We’ve got to get on the pitch to have a chance at taking that on."
This initiative is driven by concerns that unfavorable narratives regarding the party’s agenda, politicians, and policies are proliferating unchecked in the digital space.
The LGG aims to cultivate a new generation of MPs who can confidently articulate diverse perspectives and engage with a broader range of audiences, preparing them for potential ministerial roles.
Collaborations with prominent podcasters and influential figures are underway to facilitate this development.
As part of these efforts, the LGG has started working with a well-known British YouTuber boasting over a million followers, who has conducted a trial media clinic for MPs.
One member of the LGG indicated a need for the Labour party to adapt to modern media dynamics, noting, "Today’s media landscape is not the same as 1997’s. We have to be where people are – especially for young men and those considering populist alternatives, that’s on new media." The lack of public trust in politics and low electoral turnout were cited as issues that cannot be addressed merely by securing traditional media coverage.
The member stressed the necessity of consistent engagement on platforms like YouTube and TikTok to combat emerging negative narratives and address citizens' genuine concerns.
The LGG has also reached out to economist and YouTuber Gary Stevenson, who operates the channel Gary’s Economics, to facilitate discussions regarding government efforts to improve living standards and combat economic decline.
This outreach led Stevenson to create a 15-minute video titled "Labour want to come on Gary’s Economics, should I let them?," which was viewed by around a million people within a week.
Labour MPs have recognized the effectiveness of certain young MPs, like Zarah Sultana, who have garnered significant attention on platforms such as TikTok and Instagram, suggesting a strategic shift is necessary to fill existing gaps in the digital media landscape.
Advisers to the Labour party have suggested that leveraging popular media figures could better position Labour for forthcoming elections compared to relying solely on traditional government communication channels.
The LGG is reportedly planning to implement their project ahead of the autumn budget, during which the Chancellor, Rachel Reeves, might announce tax increases.
The project aims to attract a diverse group of Labour members who can engage in creative discussions surrounding urban development and economic strategies.
Chris Curtis, Labour MP for Milton Keynes and co-chair of the LGG, commented on the organization's mission, stating, "The centre left of politics has up to now failed to effectively establish a foothold in the online media ecosystem and we know we’ve got to change that.
Right now we’re simply ceding the ground while algorithms mainline misogynistic and far-right content.
We’ve got to get on the pitch to have a chance at taking that on."
