Beyond Westminster - 07/08/2010

How can political parties sell themselves to the public? Party membership in Britain is falling and is now one of the lowest in Europe. So how can parties attract more supporters and why do people still become card-carrying members today? Anne McElvoy examines how the internet has affected the way people network - has it made us less tribal and less ideological? And she investigates some of the new techniques being used by parties to bring people into their fold and to re-energise the parties' grassroots.