1. Evaluate The View That Social Media Is Now More Important Than Traditional Forms Of Media In Politics.

Question 1

P1: Social Media v Newspaper Agree

Answer 1

1. A YouGov poll prior to the 2024 election showed 43% of Britons use social media for news, with 69% of voters regularly using Facebook. This shift highlights the growing influence of social media in politics. Social media can amplify scandals and gaffes quickly, as seen in the viral coverage of Rishi Sunak leaving D-Day commemorations early, which harmed the Tories’ popularity in 2024.
2. In the 2024 election, parties, particularly Labour, spent significantly more on online ads than ever before—over £2M on Google ads and £1.15M on Meta ads—targeting specific demographics, a strategy traditional media can’t match. By contrast, no other party spent more than £150,000 on Google ads and the Conservative Party spent £650,000 on Meta advertising. This digital focus allows parties to reach new voters who might not typically engage with their message through traditional media channels.

Question 2

P1: Traditional Newspaper v Social Media Disagree

Answer 2

1. Older voters who are less likely to use social media. Around 7 million people read newspapers daily in the UK, making them a key source of political information. In the 2017 election, 32% of the public claimed newspapers influenced their voting choices, compared to 26% for social media.
2. Keir Starmer’s engagement with right-wing publications, like praising Margaret Thatcher in The Telegraph, reflects an effort to reach conservative voters, showing how the press can shape political narratives and broaden party appeal.
3. The press has been crucial for political parties, with newspapers backing the Conservatives in multiple elections (2010-2019), but in 2024, a shift in media support contributed to the Tories’ loss. The Sun, which has backed the winning party since 1979, notably influenced outcomes, such as in the 1992 election with its famous “It’s the Sun wot won it” headline. Additionally, social media content often originates from traditional media, reinforcing its ongoing influence

Question 3

P2: TV & Radio v Social Media Disagree

Answer 3

1. TV plays a key role in shaping voters’ perceptions, particularly through visual images of party leaders and televised debates. For example, negative coverage of Jeremy Corbyn often focused on his appearance, while in 2017, Theresa May’s refusal to debate Corbyn made her appear weak and contributed to her unpopularity.
2. TV and radio hold them accountable. Programs like Newsnight often expose government failures, such as the transmission of COVID-19 to care homes or antisemitism within the Labour Party under Corbyn. Liz Truss’ unpopularity was revealed through disastrous radio interviews, contributing to her resignation.
3. In the lead-up to the 2024 election, 58% of Britons accessed news through TV, and 42% through radio, making traditional media more significant than social media (43%) or newspapers’ websites (42%). TV also influences policy change, as seen in the Post Office Horizon scandal, where ITV documentaries and BBC’s Newsnight helped bring the issue to light, leading to government action and compensation for the wronged sub-postmasters.

Question 4

P2: TV and Radio v Social Media Agree

Answer 4

1. Social media amplifies their impact on politics by enabling clips to go viral and reach a wider audience. For example, in April 2024, a clip of Chris Philip mistakenly thinking Congo was part of Rwanda went viral, showcasing social media’s power in holding the government accountable.
2. Unlike TV and radio, social media allows voters to share political opinions and influence others, potentially having more impact. The influence of TV debates should be viewed with caution, as most viewers have already decided on their vote. The 2024 ITV debate between Sunak and Starmer, watched by 4.8 million viewers (2 million fewer than in 2019), showed that only a small portion of the electorate is swayed by these events.

Question 5

P3: Opinion Polls v Social Media Disagree

Answer 5

1. Opinion polls influence elections by affecting voter turnout, voting behavior, and tactical voting. Higher turnout occurs when polls suggest a close race, as seen in the 2015 and Brexit votes. In contrast, low turnout in 2024 (59.9%) was likely due to the expectation of a Labour landslide.
2. Polls also encourage tactical voting by revealing which parties are likely to win. In 2015, close polls led many Liberal Democrat supporters to vote Conservative to avoid a Labour victory. Additionally, opinion polls can shape party policies, as seen in the 2022 Conservative leadership elections, where opposition to trans rights, reflected in public opinion, influenced candidates’ stances.

Question 6

P3: Opinion Polls v Social Media Agree

Answer 6

1. The majority of voters arguably pay
   little attention to opinion polling. Further, when opinion polls do reach voters, it is often through social media. It must also be noted that opinion polls are often wrong, often due to voters being ‘shy Toriesʼ and failing to disclose they will vote Conservative, which leads to an underestimation of their support.
2. In 1992, they failed to predict Major’s narrow victory, instead the majority of polls predicted
   either a narrow labour victory or a hung parliament. The exit poll was even wrong that year,
   predicting a hung parliament.
3. They were wrong again in 2015. They predicted Labour and the Conservatives would both have about 34% of the vote in England, in reality the Conservatives had about 36.9% and Labour 30.4%.
4. This being said, in both 2019 and 2024, polling was largely accurate with most polls predicting a sizeable Tory majority in 2019 and a Labour landslide in 2024.