A Tale of Two Houses (May 2003)

Professor Stephen Coleman
ISBN 978 0900432 07 1
£10 or available free via download

A Tale of Two Houses - The House of Commons, the Big Brother House and the people at home'is a research study which examines the attitudes of "political junkies" and Big Brother fans to politics, politicians and each other. The report's conclusions make a strong case for a more creative approach to political engagement.

Political Junkies (PJs) are very interested in politics but never watch Big Brother and Big Brother viewers (BBs) regularly watch Big Brother and participate in its weekly eviction votes but have little or no interest in politics. The two groups of people have marked differences and, not surprisingly, approach politics in different ways:

1. BBs tend to be: female, aged under 40; semi-skilled, unskilled or students; unattached to a religion; Labour voters and infrequent talkers about politics.
2. PJs tend to be: male, aged 50-plus, professionals or self-employed; attached to a religion; Conservative voters and frequent talkers about politics.
3. 89% of PJs find politics ‘interesting', ‘important' and ‘relevant' compared to 51% of BBs. But 25% of BBs find politics ‘hard to understand' compared to 4% of PJs.
4. While BBs respect PJs' interest in politics, describing them as ‘sensible' (22%), ‘thoughtful' (21%) and ‘interesting' (18%), PJs' perceptions of BBs are almost entirely negative - describing them as ‘voyeuristic' (63%) and ‘dull' (29%).

The Big Brother house attracts millions of younger viewers and voters while the House of Commons leaves them cold. A Tale of Two Houses examines why this is and asks if there are lessons conventional politics could learn about how to make politics more attractive and responsive.

A majority of PJs express hostility to the reality TV phenomenon in general and its viewers (BBs) in particular - ‘How someone could seriously consider that Big Brother or any similar show would be of any use in the politics of this country in ANY shape or form, beggars belief' (Quote from PJ).

BBs were clear about their reasons for choosing to watch Big Brother rather than the House of Commons. Their most persistent and overwhelming message concerned authenticity - ‘Big Brother contestants were ordinary people under the microscope, good or bad, you could relate to them. MPs are unapproachable - not in touch with ordinary people.' (Quote from BB)

When asked whether BBs should be encouraged to take more interest in politics, PJs were very clear: 83% said yes (as did 76% of BBs). When asked whether PJs should be encouraged to take more interest in shows like Big Brother, 67% of BBs said yes, but 75% of PJs said no. PJs are in favour of encouraging BBs to become more like them, but not in learning to understand what makes BBs tick.