Virtual Peter Mandelson takes up Second Life residence

The intention of the venture is to promote an upcoming Labour blog entitled LabourList.org, which is to go live both online and in Second Life on February 12th. The move mirrors the successful efforts of Presidential incumbent Barack Obama, whose use of ‘new media’ outlets such as Twitter was credited during his successful US election campaign last year.

In its coverage of Labour’s new venture, UK broadsheet The Guardian stated: “Unlike the rest of Second Life, where people drop a decade or two from their looks or masquerade as animals, Peter Mandelson will actually look like Peter Mandelson. What you see is what you get. This reflects Mandelson's attempted makeover in real life.”

The Daily Mail also commented on the cosmetic: “Wearing a designer tie and with his grey hair digitally darkened, the virtual Lord Mandelson will lead an online campaign against the Conservatives.”

An entry on LabourList.org from Mr Mandelson himself adds: “I want to say something about how we get our message out in these modern times. Because the world has changed since 1997. when it comes to new media we have to recognise that the days of command and control are over. Instead we need to learn to embrace and engage. That is why I am writing this blog and is also why I will be returning here to respond to your comments in the days to come.”