Mass Observation is a rich resource which could 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 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.
Arguing that Mass Observation (MO) offers policymakers and campaigners a deeper understanding of the moods underlying political disaffection in the UK, Moss and Robinson propose that MO should be revived - and funded - 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, securing its long-term future, and funding it 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, 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, and academics 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."