why parties use the media

• one reason parties use the media - that it reaches younger audience


  One reason is because it reaches younger voters.

  Facebook, Instagram, "X".

  Snapchat are widely used by young people sousing these apps will allow political parties to reach out to the younger voters who traditionally don't vote. It is also very cheap and sometimes free to use, which saves parties money and allows for instant communication and updates so they can spread their messages quickly.

  For example, the SNP has over 335,000 "X" followers, showing their popularity on the platform.
• one reason parties use the media is - TV reached a larger audience


  Another reason is because TV can reach a larger audience

  This type of media is the most popular form of media for all voters.

  Most people turn to TV for information on politics so parties will prepare Party Political Broadcasts to try and reach most voters for support. For example, the SNP had a Party Political Broadcast in 2024 which highlighted their successes during their time governing Scotland.
• another reason parties use the media is print media can support a particular party


  A final reason is because print media can support particular parties.

  Political parties will often work with newspapers to reach these groups (usually older people) for support as they also tend to have higher turnouts (to give them a better chance of winning an election).

  For example, The Sun in Scotland has supported the SNP while the Daily Mail in Scotland has supported the Conservatives and spoke out against the SNP & Labour.