The Mass Customisation of Politics

Business in the social media age is all about mass customisation. Industries such as telecommunications, banking and transportation have figured out that the key to success is to have economies of scale while allowing individuals to have products and services that are tailored to their needs. The commercial behemoths of old that insisted on one-size-fits-all have fallen by the wayside as new businesses exploit flexible manufacturing and service delivery models to accomodate individual consumers' needs.

Politics in the 21st Century is the same. Voters are increasingly unwilling to be boxed into traditional political definitions - left, right, socialist, nationalist. etc. Ironically, this is happening at a time when political labels such as 'extreme', 'Fascist' and 'Nazi' are being bandied about with increasing abandon and usually without justification. 

Many people, myself included, have a political philosophy that does not sit comfortably with most established party manifestos. We are a little bit left, a little bit right, and a whole lot completely outside the spectrum. This is not the same as being purely pragmatic - we have a philosophy that is well thought-out and articulated and are prepared to vote to maximise its realisation. We have little in common with the David Camerons and John Keys of this world who don't believe in anything much and who are willing to do whatever it takes to stitch together a coalition to keep them in power. We may vote for the lesser of evils but it doesn't mean we will accept the bland and uncommitted.

So how do we achieve mass customisation in politics when many countries seem to be locked into a traditional left-of-centre/right-of-centre, two-party paradigm? Partly it is achieved through breaking down the paradigm, and we have seen this with the rise of third parties in many Western countries. The other way it can be achieved is through localisation of politics.

Politics in many countries in recent decades has been characterised by greater centralisation. The European Community is the most obvious example and in the United States we have seen the growth of the federal government at the expense of the state or local government. The problem with this is that it means greater homogenisation and less opportunity for people like me, whose views don't fall into the traditional political buckets, to have our views represented. Localisation of political decisions means we can enjoy, at least at a local level, a more flexible set of policy setttings, and if we are not happy with the decisions of our local government, we can seek out somewhere more compatible with our political views.

It was the intention of America's founding fathers. particularly Jefferson and Hamilton, that the US Republic would be a place where different communities could experiment with different political and social settings, subject only to the universal rights enshrined in the Constitution. America today has become a highly centralised bureaucracy with the Federal Government interfering in every area of Americans lives from health care to what children eat in their school lunches. The complete dominance of US politics by the two major parties means that people who don't fall into the traditional Democrat and Republican camps have no real alternative, except that last year they chose a rebel Republican in Donald Trump to be president. Trump's support came from the disaffected middle and working classes, who rejected the big statism and identity politics of the Democrats and the social conservatism and crony capitalism of the Republicans, and is therefore understandable in terms of the mass customisation paradigm. Brexit was similarly a rejection of the traditional political choices.

Those who insist on seeing today's politics in terms of past dichotomies will continue to be surprised and bewildered by voters' choices. I think that the rejection of tradition political boundaries it is a very positive development but it needs to be accompanied by a decentralisation of political power if voters are to have genuine choices.