press

• no press regulation + press is highly politicised
• bias is dependent on readers and ownership. Cons = Daily Mail and Telegraph. Lab = Mirror
• Tend to reflect readers' views rather than influence
• The Sun claimed to be behind the 1992 surprise Conservative win as they campaigned against Kinnock. “The Sun Wot Won it”
• Decline in circulation reduces impact - 2017 Labour received media barrage but won 40% of vote