10 the media

• Press


  Oldest form of media, newspapers, which used to be the majority source of political information but has declined in importance with the growth of the internet
• Newspapers have no obligation to be neutral and have different political biases
• Politically biased newspapers


  • The Sun, Daily Mail, Daily Telegraph, Times, Daily Express (right-wing, support Conservatives)
  • Daily Mirror, Guardian (left-wing, support Labour)
  • Financial Times, Independent (more neutral)
• Arguments that the Press is significant

  • Newspapers are a key source of political information and views, especially for older voters
  • Newspaper journalists are highly important in political coverage on TV, radio, and social media
  • Newspapers can intentionally try to convince readers of a particular view
  • The Conservatives have won the last four elections with the support of the majority of the Press
• Arguments that the Press is insignificant


  • Newspaper circulation has declined significantly in recent years
  • It's unlikely the Press causes people to change their voting behavior
  • Most people read newspapers that confirm their existing views
• Examples of Press influence

  • In 2019, the Conservatives effectively launched their manifesto in the Telegraph
  • In 1992, the Sun ran a front page saying "If Kinnock wins today, will the last person to leave Britain please turn out the lights"
• Examples of Press having little impact

  • In 2017, 30% of Sun readers and 39% of Financial Times readers voted Labour despite the papers backing the Conservatives
• TV and Radio


  Many people consume political news through TV and radio, which are supposed to be balanced and neutral, though some newer channels are more biased
• Significance of TV and Radio


  • TV can project visual images and shape voter impressions of party leaders
  • TV debates and interviews can be important in shaping voter views, especially for younger voters
  • Between elections, TV and radio interviews can hold politicians to account
• Insignificance of TV and Radio


  • TV and radio often reinforce existing political views rather than change them
  • TV debates in 2019 did not result in a major win for either side
  • Younger voters are more likely to get information from social media and the internet
• Social Media and the Internet

  Social media and the internet play a much more important role in politics and elections, are less regulated, and allow for targeted advertising and scandals to go viral
• Significance of Social Media and the Internet

  • Important for how younger voters consume political information and shape their views
  • Can lead to scandals going viral during elections
  • Targeted advertising on social media is highly important for parties
• Insignificance of Social Media and the Internet

  • Political coverage on social media and the internet is still dominated by traditional media
  • Older voters who are more likely to vote still rely more on the Press and TV
• Opinion Polls


  Polls run by firms to gauge the popularity of parties and public opinion on party leaders and policies, which have become an integral part of election campaigns
• Parties use opinion polling to shape their policies by gauging public opinion
• 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
• Opinion polls have become an integral part of election campaigns, with parties looking at their findings and also conducting their own polls
• 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 - Polls failed to predict John Major's narrow victory
  • 2015 - Polls predicted Labour being wiped out by the SNP, but Conservatives had 37% and Labour 30.4%
  • 2017 - Polls didn't predict 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
• Parties try to control their media appearance as much as possible during elections, sometimes avoiding tough interviews
• Most newspapers come out strongly in favor of a political party and effectively campaign for one party
• TV debates and campaign events are watched by millions of voters, and the media is key in how political information is consumed and opinions are formed
• The 2019 election effectively became the 'Brexit election', with the media pushing this narrative
• Voters don't simply follow what the media says but form their own opinions, and many have strong allegiances to parties
• 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
• The media can be seen as biased, with allegations against the BBC from both sides of the political spectrum
• Governments try to control the news agenda as much as possible, with the development of the 'grid' of forthcoming events under New Labour
• The media can present an oversimplified interpretation of political issues and focus too much on leaders' personalities and images rather than actual policy
• Newspaper owners and other important media figures are primarily interested in boosting their circulation figures, and can't be held to account in the same way politicians can
• Governments have been increasingly making important policy announcements in TV studios rather than in the House of Commons, which can be seen as detracting from the role of Parliament