Increasingly in Britain today the use of focus groups is becoming more and more common, not just by research institutions but by the government. A focus group is a small selection of people who represent the country, as there will be people present from all areas in Britain, all ages etc. The focus group is then asked questions to which it is to discuss and then to provide answers to the questions. More often than not these opinions are used simply to reassure the government, but more recently they have been used to form the new policies in areas that would have been otherwise neglected by the government. Referenda are now also taking a larger role, with several being held in the last few years. It may not be long before all important decisions are taken by holding referenda such is the case in Switzerland. Is this democracy gone mad or a new wave of 'ultra democracy'?

The party most responsible for the introduction of focus groups into Britain is Labour. When Tony Blair took over as leader of Labour in 1994 after the death of

The increased use of focus groups in British politics would have serious side effects, most importantly of all the reluctance of governments to make decisions that at first are unpopular with the public. This would make governments afraid of taking snap decisions, in times of crisis for example, without first consulting focus groups. It would also lead to them putting off major decisions for the next government to deal with, which would be potentially dangerous, and would turn parliament into a huge public relations exercise. Party politics would also die out because each party would only institute policies that are popular with the public. Therefore the parties annual conferences would become obsolete, as would bodies such as the NEC. If all the parties were essentially the same democracy as a whole would suffer because there would be no real choice when it comes to an election. Pressure groups would also suffer, as there would no longer be a need for them because if the public wanted change then they would probably get it. Eventually politics would become very bland or non-existent, as there would be no clash of basic ideologies because focus groups or 'peoples panels' take all of our decisions.

The continued use of focus groups by the government will have many effects, some positive, but most importantly several key negative points. In future the government will be far better informed of public opinion and will be able to take care of the major issues more quickly and effectively. This will also lead to a government that is unlikely to make huge mistakes, such as poll tax and, in all honesty, the Millennium Dome. By having such a well informed government finance could be allocated to the right sectors, and money that would have been wasted e.g. the L650m for the Dome, could be spent on more worthy causes.

Another factor that has crept into our lives of late is the referenda. A referendum allows part, or the whole, of a country a vote on a single issue. Referenda are usually only held on major issues, such as Scottish and Welsh devolution, but in the USA and Switzerland many issues are voted on.

Of course there are also many reasoned arguments against the regular use of referenda. There would be far too much influence given to the majority, while the minorities are ignored, this could lead to oppression of the minorities and a strong movement to the far right.

Some common words found in the essay are:
Party Labour, Conservative Party, L650m Dome, USA Switzerland, Increasingly Britain, John Smith, Peace Agreement, , Millennium Dome, Labour Party, regular referenda, focus referenda, public opinion, conservative party, major issues, peace agreement, healthy democracy, country run, government referenda, focus government,
Approximate Word count = 1608
Approximate Pages = 6 (250 words per page double spaced)