4.2 Media Influence Flashcards
Role of social media
Social media now plays an important role in UK elections, with parties looking to advertise themselves on platforms such as Facebook, Snapchat, Twitter and Instagram.
Politicians have social media accounts where they communicate directly with voters.
In 2017 the Conservatives spent over £2 million on Facebook advertising, including adverts which attacked the Labour leader Jeremy Corbyn.
Labour reached out to voters on Snapchat, with a Jeremy Corbyn Snapchat filter viewed over 9 million times.
Role of the internet
The internet has played an increasingly important role in UK politics.
Over 82% of households have internet access, which has led to more online media and online newspapers.
MPs and political parties have used the internet more to connect with voters.
MPs have their own websites where they outline the work and activities they have been involved in and look to communicate with voters.
Role of television
Television remains important for providing information and news to voters, with the televised election debates in 2017 watched by millions of people.
Research by the Electoral Reform Society stated that a BBC Question Time Leaders’ show where both leaders spoke on tv and answered questions, helped 34% of voters to decide who to vote for.
Role of newspapers
Newspapers remain important in shaping public opinion. Many people use these as their main news source.
The Daily Telegraph often supports the Conservatives and The Guardian often supports Labour.
Parties have looked to project a positive image of themselves and their leaders in the media.
For example, Tony Blair hired a press secretary, Alastair Campbell, to ensure himself and the Labour Party were portrayed in the best possible light by the media during his time as PM.
Role of opinion polls
Opinion polls look to determine how citizens will vote in elections.
Opinion polls are important in UK elections, with parties valuing their findings and conducting their own opinion polls.
The exit poll asks voters who they have voted after leaving the polling station and is released on the night of the election results.
Accuracy of opinion polls
Opinion polls have been inaccurate in past general elections, such as 2015 when it failed to predict that the Conservatives would win an overall majority.
Reasons include ‘shy Tories’ who vote for the Conservatives but do not publicly admit to supporting them and the ‘boomerang effect’ where voters who saw Labour leading in the polls and did not support them turned out to vote.
In recent years the exit poll has been more accurate.
Polling firms include Survation, Ipsos MORI and YouGov.
Media persuasion: case studies
The winning party at all recent general elections were supported by the majority of newspapers with most major national papers supporting the Conservatives in 2010, 2015 and 2017.
In 1992 the Sun published a headline against Labour leader Neil Kinnock on the day of the election which stated ‘If Kinnock wins today will the last person to leave Britain please turn out the lights’.
Media persuasion: television
Television can have an important role in influencing people’s impressions and opinions of party leaders.
Televised debates changed opinion polls in the 2010 election in favour of Nick Clegg.
However, television rarely changes the political attitudes of voters and is more likely to reinforce their views as people watch information which aligns with their own views.
Media bias: newspapers
Newspapers are partisan and biased in favour of certain parties and will support some parties whilst criticising others.
Newspapers may change their allegiance depending on a party’s ideology and also changing circumstances.
The Sun supported the Conservatives in the 2010 general election, however, supported Tony Blair in 1997 and supported Margaret Thatcher in 1979 because of her policies to weaken trade unions which suited the business interests of the paper’s owner, Rupert Murdoch.
