As with most successful mainstream cultural changes, the originators’ plans almost invariably mutate into something quite different to their original expectations. Take Dan Hannan
In the space of three and a half minutes, a virtually-unknown European member of parliament was catapulted from back street to Main Street. Daniel Hannan, the forthright spokesman on European issues became the de facto leader of the Conservative Party in less time than it takes to queue up at the post office for a stamp. The member for the south-east of England’s tirade against the policies of the current incumbent government has sent shock waves around the political firmament.
No longer can spin doctors tightly control what does or does not permeate into cyberspace, no more can the wonksters in policy wonkland determine what issues do or do not take precedence over others in departmental priority lists. No longer can corporations call the shots on what does or does not leak out about brand reputation. The proverbial cat is well and truly out of the bag, for better or for worse. Thehannan.co.uk blog has since taken some of the largest hits in the blogosphere, such is the concomitant power of the initial viral content.
Whatever colours one flies, whatever the values one holds dear, one really does have to stand back and marvel at the way the maturing Internet continues to surprise at its ability to transform the status quo, to up-end conventions and to enable equality of voice, diversity of views, and not least accessibility for all.
Viral content such as the Hannan tirade just goes to show how in the space of a lunchtime, an unknown can gain access to platform to influence opinion and to get the message out at nil cost and virtually nil effort. Amazing. Truly awesome. And for those with dwindling budgets, there couldn’t be a better time to make the most of compelling content to communicate with one’s audience.
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