The Mumsnet election is a myth
Mumsnet and Twitter – the two big buzzwords for the 2010 General Election. Both come from the same sentiment: that this year’s election contest will be dominated by the power of social media, its spreading of memes and messages and spider web ability to trap and feast on gaffes.
But the Mumsnet election is a myth. The media likes the idea of Mumsnet holding great power in the election. It’s an exciting and erratic element just like trade union conferences where nurses would boo and barrack politicians. Mumsnet q+a sessions with party leaders throw up the prospect of discovering that they don’t have a favourite biscuit or are baffled by Eastenders.
It’s said the political machines see Mumsnet as a bellweather for the state of the women’s vote and it’s fast become a vital stop on the modern party leader’s media merry-go-round. It’s up there with This Morning and the probing political inquisitions offered by Fern Britton.
Mumsnet’s founders, Justine Roberts and Carrie Longton, are incredibly smart media operators. They’re running a business and they understand that inflating the power of their site is good for it. Politicians and political commentators have touted Mumsnet’s relevance, why should its creators disagree.
But Mumsnet is not some super-representative bi-partisan collection of mothers. Look at the stats: 50% of Mumsnet members have an income of over £50,000, 75% are in full time or part time employment. 70% are degree educated. Crucially, nearly half of them live in London or the South East.
Most articles on Mumsnet say vaguely that it has “a million or so members”. Its monthly unique visitor numbers are around 1 million. As someone noted on Twitter the other day, there are specialist technology sites with similar numbers. Mumsnet’s reach is dwarfed by the Daily Mail and Guardian websites.

And while Mumsnet has hosted q+a sessions with all of the party leaders, it has also run Labour Party advertising and harnessed Sarah Brown, ferocious social networker, former PR woman and wife of the Prime Minister, as one of its most energetic cheerleaders.
Mumsnet is an effective community for some mothers to share their experiences, make a connection with others in similar situations to them and to debate and solve issues. But like any forum it has its bullies and its zealots. To boil it down to some homogenous political force is reductive – the idea that there is some universal woman’s vote is like lumping Margaret Thatcher and Germaine Greer into the same category.
There’s a vast swathe of women that Mumsnet doesn’t represent and plenty of Mumsnet users who don’t necessarily agree with the political outlook or positions of the majority or the site’s founders.
While the shock troop hardcore of Mumsnet descend on any article that dares criticise the site, they are surely just a subset of the wider membership. Women’s voices matter hugely in the next election but let’s not allow Mumsnet be the media’s proxy for a real conversation.
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