media

• Press


  Oldest form of media, newspapers, no obligation to be neutral, right-wing bias across British press
• Press


  • Significant as 7 million people read newspapers daily, key source of political information and views, can influence opinions and voting
  • Insignificant as newspaper circulation has declined, unlikely to change voting behaviour, often just reinforce existing views
• Press examples


  • Conservatives launched 2019 manifesto partly in Telegraph newspaper
  • Sun front page after 1992 election saying "If Kinnock wins today, will the last person to leave Britain please turn out the lights"
  • 30% of Sun readers and 39% of Financial Times readers voted Labour in 2017 despite papers backing Conservatives
• TV and Radio


  Mainstream channels like BBC supposed to be balanced and neutral, growth of biased channels like GB News and Talk Radio, important for TV debates and interviews during elections
• TV and Radio


  • Significant as can project visual images, TV debates and interviews shape voter views, hold politicians to account
  • Insignificant as often just reinforce existing views, 2010 and 2019 debates didn't result in major shifts, less important for younger voters
• Social Media and Internet


  Less regulated than TV/radio, can be highly partisan, concerns over targeted advertising and lack of transparency
• Social Media and Internet


  • Significant as important for younger voters, can lead to viral scandals, targeted advertising important for parties
  • Insignificant as dominated by traditional media, less impact on older voters who are more likely to vote
• Opinion Polls


  Firms like Ipsos Mori and Yougov gauge party popularity, parties use them to shape policies
• Opinion polls have become an integral part of election campaigns
• Opinion polls are used to gauge the popularity of political parties by asking a sample of people how they intend to vote
• Opinion polls also ask the public more detailed questions about their opinion of party leaders and their policies
• Parties use opinion polling to shape their policies by gauging the popularity of different policies with the public and with focus groups
• Exit polls are taken on the morning of the election as people go to vote, providing an early indication of the election result
• Examples of opinion poll inaccuracy


  • 1992 election - polls failed to predict John Major's narrow victory
  • 2015 election - polls predicted Labour being wiped out by the SNP, but Conservatives had 37% and Labour 30.4%
  • 2017 election - few polls predicted the success of Corbyn and Labour
• In 2019, opinion polling was very accurate, predicting a significant Conservative majority
• Argument that opinion polls are not very significant


  They simply reflect and show the views of the public, and don't try to convince voters or influence their opinion
• Argument that opinion polls can influence elections


  • They can influence turnout and voting behaviour, particularly in close elections
  • They can influence tactical voting by giving voters an indication of who is likely to win
  • They can shape party policies by gauging the popularity of different policies
• Opinion polls showing opposition to trans rights likely played a key role in candidates in the 2022 Conservative party leadership election being opposed to trans rights
• TV debates and campaign events are watched by millions of voters, and the media is key to how political information is consumed and opinion is formed
• The media played a key role in exposing the 'Partygate' scandal, which was crucial in bringing down the Boris Johnson government
• The media took on a more important role in providing opposition to the government during the COVID-19 pandemic, as Parliament was shut down
• Governments have been increasingly making important policy announcements in TV studios rather than in the House of Commons, detracting from the role of Parliament