Media and Opinion Polls

• Broadcasting Media

  • No intentional influence on voter behaviour; all UK broadcasting media have to be impartial.
  • Televised debates overseen by Electoral Commission; in 2010 Nick Clegg performed amazingly in TV debates but saw the Liberal Democrat vote share decline.
• The Press

  • Following the 1992 election, the Sun declared 'It's the Sun wot won it'.
  • Newspapers can run relentless political smear campaigns against party leaders; in the 1980s and 1990s, the Sun constantly attacked Neil Kinnock - even criticising his 1987 manifesto by saying 'Will the last one to leave please turn off the lights?.
  • At the 2017 election, 59% of The Sun readers voted Conservative.
  • At the 2017 election, 73% of The Guardian readers voted Labour.
  • Impact of press not substantial; at Leveson Inquiry, Murdoch admitted that newspapers do not change voter behaviour.
  • Echo chamber!
• Social Media

  • Social media is usually used by the youth; in 2017, the Jeremy Corbyn Snapchat filter was used by 9 million users.
  • Social media can create media echo chambers; in 2015, the Momentum faction of Labour Party radicalised many young people using Twitter and Instagram.
  • Can be questioned because if younger voters tend to use it, then the lack of voter turnout amongst youth can negate it's real impact.
  • However; increase in older people using Facebook.
• Public Opinion Polls

  • In 2015; opinion polls suggested a hung parliament with a predicted 33% of the vote for Labour and the Conservatives.
  • The prospect of a Labour-SNP coalition scared English voters into voting for the Conservatives.
  • Many opinion polls are inaccurate; polls before the 2017 election saw the Conservatives given leads of 5% to 12% but they only received 2% more than Labour in the Election.