Key Takeaways
- The UK government is overhauling its media strategy to combat far-right rhetoric online
- David Dinsmore, a former editor of the Sun, will address the cabinet on modernizing the government’s communication approach
- The government is concerned about the spread of false and inflammatory far-right content on social media
- A New Media Unit (NMU) has been set up to coordinate efforts to reach voters on social media platforms
- The government is examining changes to reach people who are not served by traditional media outlets and raise awareness of public services and entitlements
Introduction to the Government’s Media Strategy
The UK government is taking steps to revamp its media strategy in an effort to combat the growing presence of far-right rhetoric online. David Dinsmore, the permanent secretary for government communications, is set to address the cabinet on Tuesday to discuss modernizing the way the government reaches voters. This move comes as ministers become increasingly concerned about the proliferation of false and inflammatory far-right content on social media platforms. The government is recognizing the need to adapt its communication approach to effectively counter this type of content and reach a wider audience.
The New Media Unit and Its Efforts
A New Media Unit (NMU) was established inside the Cabinet Office by Keir Starmer’s aides soon after Labour came to power. The unit is tasked with coordinating the government’s efforts to communicate on social media platforms and reach voters who may not be served by traditional media outlets. The work is led on the ministerial side by Darren Jones, who was appointed by Starmer to develop and modernize the government’s communications. Jones has been receiving weekly summaries of the top five news stories that reach the most users on Facebook, Instagram, TikTok, YouTube, and X. These summaries have shown that far-right political content often appears in the top-five news list, highlighting the need for the government to step up its efforts to counter this type of content.
Reaching a Wider Audience
The government is examining a number of changes aimed at reaching people who are not served by traditional media outlets and raising awareness of public services and entitlements. One government source stated that the ambition is "to scale up digital capabilities of the government with the recognition that that involves more in-house capacity." This includes involving social media influencers in covering the work of the government, such as giving content creators regular access to press conferences and ministerial visits and trips. Starmer himself has joined TikTok and shared a video of himself and his wife turning on the Downing Street Christmas lights, demonstrating the government’s efforts to engage with a wider audience.
Overhauling the Government Communications Service
Overhauling the way the government communicates is likely to require changes to the government communications service (GCS), which is based in the Cabinet Office. The GCS employs approximately 7,000 officials, and Jones has expressed surprise at the size of the service, stating that he has "no idea what they do." Dinsmore was recruited to help modernize the government’s communication approach, and his permanent secretary for communications role is new and was created after Starmer voiced concerns about government communications last year.
The Threat of Far-Right Content
The threat of far-right content on social media is a significant concern for the government. A study by Reset Tech detected over 150 YouTube channels that promote anti-Labour narratives and fake and inflammatory accusations about Starmer. These channels have amassed a significant following, with some channels having over 5.3 million subscribers and almost 1.2 billion views this year. The government is recognizing the need to take action to counter this type of content and is investing in digital campaigning. Starmer has announced a "significant investment" in a "new comprehensive training programme" for MPs, demonstrating the government’s commitment to addressing the issue.
Conclusion
In conclusion, the UK government is taking steps to overhaul its media strategy in an effort to combat far-right rhetoric online. The establishment of the New Media Unit and the recruitment of David Dinsmore demonstrate the government’s commitment to modernizing its communication approach and reaching a wider audience. The government is recognizing the need to adapt to the changing media landscape and is investing in digital campaigning to counter the spread of false and inflammatory far-right content on social media. As the government continues to develop its media strategy, it is likely that we will see significant changes to the way the government communicates with the public.