The role of the media

• Between elections, the media have an important influence on the decisions that the government makes
• In democratic countries there is a free press
• The government does not have control over some forms of media, such as newspapers
• Social media is now becoming increasingly important in informing the electorate (voters)
• Many people nowadays take part in online surveys rather than answer a telephone survey about their voting behaviour
• There is now a big divide in how people are informed about politics, particularly between the young and old
• New media is now becoming an increasingly important tool for politicians to use and capitalise on, for example, facebook, twitter, Instagram etc.
• New media was never before used as it was during the Scottish independent referendum. As the voting age was lowered for the referendum, political parties invested thousands of pounds in ensuring they were engaging younger voters
• There were numerous events and rallies held throughout Scotland for the 'Yes campaign' and the 'better together campaign's largely organised through social media
• Social media is very effective, however mostly to inform rather than change the way people vote
• Types of media


  • Traditional (or old) media - radio, newspapers and TV
  • Social (or new) media - Instagram, Snapchat, facebook, X, Youtube, Tiktok
• Purpose of media


  • Gives attention to people (social)
  • To entertain
  • To inform
  • To educate
  • To influence
• Television and newspapers are more influential in deciding who to vote for as they are seen as more trustworthy than traditional forms of media
• This is normally because they are vetted and must be balanced whereas social media allows anyone to voice their opinion regardless of it being balanced or not