New media for old bottles : linear thinking and the 2010 Australian election

This article offers an oblique look at the role of new media in the 2010 Australian electoral process. We focus on a minor incident, the reported role of a 'word-cloud' in replacing a first-term prime minister with his deputy. We argue that the claimed role for this playful piece of media technology provides insight into wider flaws in political strategy. We explore this incident as an example of new digital technologies being assimilated into linear mindsets. Using the concept of virtual history, we then employ higher-end text mining software to explore the possibilities of incorporating new media data and analysis into a complexity framework that recognises non-linear, complex relationships in the new media and political environments.