Can clicktivism ever replace activism?

You can learn a lot about the two main political parties in the race for government this election by looking at their online output. While Labour went hard on social media, creating shareable videos that succinctly explained their messages to a plugged-in public – harnessing support from Russell Brand and Steve Coogan – the Tories did nothing of the sort, a move that perhaps mirrors the party’s outdated, elitist, world view.

Anyone watching the two party's respective campaigns might have felt from its stiff, impersonal stance that the Conservative party campaign simply didn't want to stoop to the level of social-media interaction.

It's an oversight that seems absurd given the symbiotic relationship that has always existed between politics and the media. By 1960, 90% of US households owned a television. Three years later, the most famous political speech of all time was delivered to an audience of millions. Martin Luther King’s ‘I Have a Dream’ tells us as much about the media landscape of the time as it does about civil rights.