Internet will be giant force in UK election campaign, says Lord Gould

The internet will be “a giant autonomous force” in the general election campaign, and probably hold even more sway than in the US presidential campaign, Lord Gould, the Labour pollster, predicts today.He likens the internet to “an army of the night that moves on its own and no one will be able to control its influence”. He predicts there will be a traditional campaign on one side, and “this great force on the other that just cannot be controlled by parties. The change is happening so much faster than people realise.” Claiming that politicians are now forced to live in an entirely transparent era, he says: “The idea that you can change your brand without changing your substance in the face of this force is ludicrous.”
http://www.guardian.co.uk/politics/2010/apr/01/general-election-2010-labour