4.2 The influence of the media Flashcards
What are opinion polls?
Statistical research that is conducted by asking a cross-section of people how they intend to vote to estimate the levels of support for the parties
Examples of times when opinion polls were wrong?
- In 2015 the polls predicted that the Labour and Conservative parties would both win 34% of the votes: Conservatives won 37% and Labour won 30%
- Failed to predict the ‘Leave’ vote in the 2016 EU referendum
Why are polls inaccurate?
- Might not be a representative sample of people asked
- Might not give an honest view
- People change their vote according to the result of the opinion poll
What issues do opinion polls cause?
- Voters might change their voting intentions based on the polls
- Discourage people from voting
- Lead to parties changing their policies Example
What are the arguments against banning polls?
Goes against press freedom and freedom of expression
Encourage people to vote
Difference between press and broadcast in the UK?
Broadcasters are legally required to be impartial
Free press so newspapers can have political leanings
What are the political leanings of the main newspapers?
Conservative papers = Daily Mail, The Telegraph (torygraph), The Sun
Labour = Mirror and Guardian
How does the press play a key role in election outcomes
Online newspaper circulation has increased
Older voters tend to read newspapers and more likely to vote + example
Few restrictions on newspapers who can be highly bias
Newspapers with highest UK circulation supported the Conservatives in 2019 (Sun, Mail, Times, and Telegraph)
Blair’s backing by Murdoch in 1997
How does the press not play a key role in election outcomes
Circulation of printed newspapers has declined in recent years + example
People read newspapers who’s political persuasions they already agree with
Corbyn received hostile coverage from press but did well during 2017 campaign
How does broadcast play a key role in election outcomes
Growing trend to announce important policy in TV studios (Marr show) rather than in HOCs signifies importance
Blair hired ‘spin doctors’ to manage the demand of 24 hours news ie Alistair Campbell as Press Secretary
Visual images from TV help form an impression of party leaders – valence Eg Corbyn’s image
2015 survey revealed 62% of voters claimed that TV was most important media influence during elections
Televised leaders debates since 2010 – 9 million watched first one + May’s choice to not participate in 2017 was perceived as weak
How does broadcast not play a key role in influencing elections
TV is less bias Eg BBC demands neutrality so no risk of being bias
Political parties have carefully regulated airtime for party political broadcasts
UK parties cannot buy advertising time
Good TV performance does not guarantee success Eg Clegg’s success in 2010 debates gave him a short-term boost, nothing else
How does social media play a key role in influencing election outcomes?
Important way for parties to connect with voters during and between elections
All MPs have their own websites Facebook advertising in UK is widespread – important way of communicating with younger voters
Social media not subject to editorial control so more bias and persuasive
Rise in turnout in 2017 could be due to increase in social media
Parties able to target specific groups of ‘swing voters’ Eg Conservatives in 2019
How does social media play a key role in influencing election outcomes?
Polls suggest voters find traditional forms of media more important
Many voters will use social media platforms who’s political; views they already agree with “echo-chamber”
