4.2-influence of the media Flashcards
what are the arguments that the press is significant in policits
- media is an important source of political news, particularly for older voters who are more likely to vote
- as newspapers pose a biased view, they can significantly influence opinions.
- the conservatives have won the last four elections, and there is a right-wing bias in the press
- they can reinforce ideas already held by the public
arguments that the press is insignificant
- new paper circulation has declined significantly
- news papers often follow public opinion
- most read newspapers that confirm their initial ideology
-social media is arguably more important with a younger audience
-inreasing distrust in media
how has the circulation of daily mail news-papers changed
In 1997 they had a readership of 2.4 million, in 2012 they had a readership of 1.8 million, and in 2021, this fell to 909,000
how could it be agrued the sun influenced the 1992 election
- On the day of the election, the sun had the headline, “If Kinnock (labour) wins today, will the last person to leave Britain please turn out the lights?”
- after the results, they ran the headline “It the sun who won it.” After John majors conservatives beat labour
how does you gov polling from the 2017 election suggest that news-papers have very little influence
- 30% of Sun readers and 39% of Financial Times readers voted for labour in 2017 despite both parties backing the tories
In what way did corbyn exeed media expectations in the 2017 election
- daily mail front page “corbin”
- very poor media image
- was able to perform better than expected
what % of the vote did corbyn get in 2017?
- 40% of the vote
- just over 2 % less than may
what channels have shown a shift away from radio neutrality
- gb news
- LBC: with James O’Brien taking a strong remain stance during the Brexit campaign
How many average weekly listeners of GB news are there?
430,000
what are arguments that tv and radio is significant during elections?
- can be particularly significant for younger voters using social media as clips of these debates may go viral
- tv debates can shape the view of voters as they act as a test for leadership
- between elections they can help to hold government to account
what are the arguments that TV and radio are insignificant during elections?
-confirmation bias shapes the way media is viewed
- tv and radio can be seen to be less significant for younger voters
- debates can be insignificant if their is not a clear standout
what is a key example to show that debates having a short living affect on opinion?
After the first leadership debate (2010), Nick Clegg saw a boost in polling, however this was temporary as voters swang back to other parties
give an example that shows debates having an insignificant affect on polling.
In the 2017 leadership debates (corbyn and may), neither leader came out particularly victorious.
This was shown in the subsequent polling which showed neither leader with a significant lead
what are arguments in favour of social media being significant in elections?
- social media is central to younger voters
- social media can lead to viral scandals that can easily damage a party’s image
- social media is key to how parties try to reach voters
In a 2015 ispos survey, what % of people said they relied on online media to inform themselves? what % of young people said they believe social media will inlfuence their vote?
- a 2015 survey indicated that 79% of 18-24-year-olds relied almost totally on online sources to inform themselves
- 1/3 said they believed social media would influence their vote
how mcuh did labour, the conservatives and the lib dems spend on social media avertising in 2019?
- labour spent 2.4 million
- conservatives spent 900,000
- lib dems spent 900,000
What are the arguments to show that social media is insignificant in elections?
- alot of social media coverage is dominated by traditional forms of media and journalists.
- algorithm means that most see media that confirms their ideology
- insignificant to older voters
give an example of when opinion polls significantly failed to predict the results of an election. what was an explaination for this?
in the 1992 general election 38/50 polls showed suggested a labour lead
what are the arguments that polling is significant
- they can influence turnout
- can influence voter behaviour, particularly in tactical voting. (e.g if opinion polls indicate the results will be close)
- may shape party politics
- can influence the focus of the media
what are the arguments that polling is insignificant?
- simply reflects the views of the public
- public pays very little attention to polling
- is often innacurate
give an example when polling may have caused increased turnout/ changes in voter behavior?
- 2010
- the close polling may have incentivised Lib Dem voters to vote Tory to avoid labour
- close polling may have increased turnout as it feels that the vote holds more weight (66.4% turnout)
- also in the Brexit vote (72.2% turnout)
how large is the sample size for you gov polling?
1500 (average)
what was wrong with 2015 polling?
- on average polls showed both lab and conc on 34% of the vote
- no individual poll put conservatives ahead
- believed to be due to biased sampling that overrepresented labour supporters
Give an example of when polling influenced the focus of the media.
2015 general election
- focus on the close race between parties
- focus on the potential for a labour- SNP coalition
- SNP won 56/59 seats
Give an example of when polling influences party politics.
- 2014 indiref
- polling consistently was inconclusive
- a single you gov poll suggested a 2% lead for the yes campaign
- the ‘No’ campaign then made “The vow” of greater devolution if scotland remained a part of the UK
how many people watched the 2010 leadership debates?
9.4 million across the whole time of it airing
how did the media influence the post office scandal?
- the post office scandal had recieved very little attention until an ITV documentary and a newsnight investigation
- the media attention put pressure on the government
- the government introduced a new and improved compensation scheme for the subpostmasters
what was significant about 2010 oxford analysis of polling?
- 75% felt they had learnt more about leadership
- 55% of young people said they become more interested
polling after the 2019 general election
34% said they felt the debates had helped them decide what party to vote for
