Tory Elites and Centralized Internet Operations

Abstract

Chapter 2 examines the impact of WebCameron and two other Tory internet-linked technologies, MyConservatives and MERLIN. The chapter focuses on the role of Conservative Party elites and CCHQ operations in the development of these new Tory technologies. It is argued that the innovative WebCameron platform was a symbolic event that catalysed further internet use in the wider party and led the way in terms of greater participation in e-politics in the party culture and beyond. While supposedly giving greater interactive access to the real politician, WebCameron was rather more the embodiment of top-down change. Therefore, the advent of WebCameron is deemed to be a demonstration of the party seizing more absolute control of its own communication output through a particular communication technology.