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with online forums seen as arenas in which their votes could be courted. The Guardian described the general election as the "Mumsnet election". Then-Prime Minister, Gordon Brown, and the leader of the opposition, David Cameron, both appeared on the website's webchats in quick succession, an event that was highly publicised. Conservative commentator Toby Young, in arguing that Mumsnet users constituted a minor and insignificant demographic,

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