Philip Gould: Permanent campaigning is out of date

From a speech by the adviser to the Prime Minister at a Hansard Society conference in London

It is clear enough what is meant by the permanent campaign. Typical descriptions are:

"A non-stop process seeking to manipulate sources of public opinion to engage in the act of governing itself."

"The convergence of government and politics."

I believe this is a flawed prism through which to understand modern politics, certainly in Britain.

The first failure is analytical, stemming from an inability to fully understand the new forces that are engulfing politics. Truly these new forces are immense. Globalisation has collapsed barriers of time and distance; citizen expectations grow insatiably; the demand for empowerment is relentless; deference is declining; the scope and scale of media power have been transformed. We live in an age of continuous global communications. This is a new age of politics.

These new forces centre on a paradox: an upward pressure for greater political participation and pluralism, a demand for a new politics of authenticity, transparency; honesty. And a downward pressure for control, competence, discipline and professionalism in the face of an often threatening externality and a relentless media.

The permanent campaign feeds off some of these forces, but neglects others. It understands the need for sustained professional campaigning in the face of an intrusive media. But this analysis is partial, failing to recognise the other, perhaps more significant, forces of political change – that people want a politics of empowerment, participation, trust, accessibility, purpose and, perhaps above all, authenticity.

Seeing only one side of the equation, the need to win, to campaign, to control, it neglects the other, the need to engage, to win trust, to involve.