Reason why parties use media: Reach as many voters as they can
Political parties do so by using broadcast media as this is the most popular form of media for most voters – many will engage with tv and radio on a daily basis. People are likely to go to the tv for information in elections so parties will prepare party political broadcasts to try and reach as many voters as possible to increase their potential votes.
Political parties do so by using print media and news sites as this is the type of media that older voters will traditionally use to as a source of information. As this type of media is allowed to be biased, political parties may work alongside newspapers to try and reach supporters, mostly older voters who are more likely to vote.
Reason why parties use media: Reach younger voters
Political parties will do so by using social media as this is the type of media that younger voters are most likely to engage with. Therefore, it is important that political parties utilise social media platforms in order to reach as many voters as possible, especially with younger voters who are least likely to vote. Thus, a high following is important to do so.
