The media and elections

• The media


  Traditional and social media have an important role to play during election campaigns
• Role of media in election campaigns

  • Party leaders debates
  • Party political broadcasts
  • A forum for advertising (+ and -)
  • General media coverage
  • Image and presentation on TV
  • Political bias and exaggeration in newspapers (e.g. tabloids like the Sun) and social media
• Leader debates


  The leader of a party will take part in a public debate against their opponents on TV (BBC, STV, Channel 4)
• Purpose of leader debates

  • To get more people to hear what they have to say
  • To directly challenge the leaders of other parties
• Leader debates


  • Leaders of all 5 main parties took part in debates in 2021 where Covid recovery and a second independence referendum were hotly debated
• Party broadcasts


  In the run up to an election, parties will create mini adverts for why people should vote for them
• Party broadcasts


  • Can only be shown during an election cycle
  • Further explain the party's manifesto pledges
  • Creates publicity for the campaign messaging
• Channels for party broadcasts

  • Shown between 5.30pm - 11.30pm
• Effective use of social media


  Reaches a larger number of people (especially young people) to keep them informed with most up-to-date policies or responses to current events
• Party leadership


  The leader is crucial in the success of a party, as they take part in leaders debates
• Example of effective party leadership

  • In 2021, the Scottish Conservatives put ex-leader Ruth Davidson at the centre of their campaigns as she was more popular than the actual leader Douglas Ross