Mass Observation is a rich and unique source of qualitative narrative data on everyday life in Britain which can be used to explore new ways of understanding how people relate to politics.
Following a public engagement workshop in June hosted by the Institute of Historical Research in Senate House which looked at how Mass Observation (MO) could be used to develop a better understanding of political engagement, Dr Jonathan Moss (Associate Professor in Politics) and Emily Robinson (Professor of British Studies) have had a policy paper published by the network, History and Policy entitled ‘Mass Observation and Political Engagement in Britain’.
Following a record-low turnout at the 2024 general election, declining levels of political trust and efficacy, and calls from the British Polling Council for greater methodological pluralism and the use of more mixed-methods approaches to better understand Britain’s political culture, Moss and Robinson have been exploring how political studies might develop new methods for understanding engagement.
MO maintains a national panel of 600 self-selecting volunteers who respond to open questionnaires (known as ‘directives’) on personal, social and political topics. Since its founding in 1937, MO has sought to capture people’s political thoughts and feelings and been used by academics to develop knowledge and understanding of Britain’s political culture.
Moss and Robinson argue that MO offers policymakers and campaigners a deeper understanding of the moods underlying political disaffection in the UK. They propose that MO should be renewed - and funded - not only as an archival or academic resource but as a public resource for democratic reflection. Traditional tools like opinion polls and surveys indicate what people think, but not why. MO offers rich, qualitative material that helps illuminate the emotional and experiential dimensions of political life, providing a deeper understanding of the present moment.
The paper draws historical parallels between today and the 1930s, when MO was first established. Its founders were concerned about voter apathy and political disengagement, seeking to develop new ways for policymakers to understand public sentiment - whilst also raising political awareness among citizens in a time of polarisation and extremism.
There are clear echoes of that context today. The paper makes the case for reviving MO as a political resource, aiding its long-term future, and funding strands in a similar way to the British Social Attitudes survey.
Having recently co-authored a book on the emotional politics of Brexit, Moss and Robinson have longstanding research interests in political feeling and public engagement. Moss has worked with MO for over a decade, using its data on general elections and Brexit, particularly around questions of political disaffection. He also currently leads a Leverhulme-funded project that uses MO to explore how political understandings evolve across the life course.
Dr Jonathan Moss said: "This paper emerged from our recent workshop at which we brought together policymakers, campaigners, academics and Mass Observation to reflect on the state of democratic engagement in Britain. We wanted to explore new ways of understanding how people relate to politics, and Mass Observation offers a rich and underused resource for doing just that, helping us to move beyond the numbers to understand the emotional and experiential dimensions of political life."
Visit the Mass Observation Archive online for further information on Mass Observation. The website holds a repository of qualitative data that is publicly available for learning, teaching and research.