Digitising Gordon

Today sees the launch of the Prime Minister’s latest attempt to reconnect with the public. He has initiated what is described as “an online version of Prime Minister’s Questions” on YouTube.

Gordon was, notoriously, badly stung by David Cameron’s jibe that he was “an analogue prime Minister in a digital age”. The YouTube venture is, it would appear, his attempt to give the lie to Cameron’s taunt and show that he is more than able to tune in and get down with the kids. Oh yes.

Or, to be more accurate, the attempt of Mark Flanagan, former managing director of LBC radio, who is the new head of digital communications at No 10. Under Flanagan, Downing Street has established presences on Twitter and Flickr. The YouTube wheeze would appear to be Flanagan’s latest effort to digitise Gordon.

Unfortunately, Gordon’s first outing on YouTube is less than propitious. The PM looks as uncomfortable and self-conscious as ever, and delivers his 38-second message in a dull, sotto voce monotone.

Gordon’s problem is that Cameron’s description of him is absolutely spot on, which is why it hurt him so badly. He is clearly uncomfortable with new technology, digital or otherwise. Digitising Gordon is a bit like the peculiar innovation of putting Marmite in a squeezy container. It probably works, but everyone wonders what is the point.

The PM’s first YouTube answers are, we are told, to be posted some time around the end of June. I am looking forward to the occasion immensely, if only to see if Gordon begins his broadcast with the words:

“I am speaking to you from the cabinet room at 10 Downing Street.”