4.3 - The Influence of the Media Flashcards
What is the impact of opinion polls on voters’ intentions?
Parties being ahead in opinion polls may cause voters to vote for the other party. (especially in close elections)
What is an example of opinion polls changing voter intentions?
1992.
Most polls predicted increasing support for Labour at the expense of the Conservatives. Wavering voters then chose to vote for the Conservatives as they backed the government.
2015.
Labour-SNP coalition became more likely, so Conservatives warned against it. Miliband becoming more likely to become PM caused more Conservatives to turn out.
2017.
Conservatives had a huge majority in polls, so less urgency to campaign in marginal constituencies. Some pro-EU Conservatives may have voted Labour in protest at Brexit. This led to Corbyn achieving very highly.
What are the main ways the media can influence elections?
- Opinion Polls
- The Press
- Television
- Social Media
How has the press claimed to affect General Elections?
- Most broadsheet papers have a political leaning.
- Telegraph, Mail, Express have all been pro-Conservative and the Mirror and Guardian have been pro-Labour.
What is an example of the press claiming to affect General Elections?
- The Sun, 1992.
Ruthlessly ridiculed Kinnock as unfit to be PM, when Major won the next election, they boasted that ‘It’s the Sun Wot Won it’. - The Sun, 1997.
Positioned itself behind Blair. Claiming ‘It was the Sun that swung it’.
What is an argument against the press affecting General Elections?
- The beliefs of the readers are reinforced by the newspaper rather than changing beliefs.
- A Conservative reading the Mirror or Guardian is likely to be annoyed rather than have their vote swung.
What is an example of the press doing very little to affect GE results?
Relentless attack on Corbyn by The Sun, the Daily Mail and Daily Express did not lead to a reduction in vote, as Corbyn enjoyed a 9.6% swing to Labour.
How has the press’ effect on GE shifted over time?
Reduced, more people get their news from the television than any other method. The only age demographic that still receives their news from broadsheets / tabloids are over 65’s.
How can television affect voting tendencies?
- BBC and ITN report news impartially with no political leaning either way.
- However, politicians can use the television to their individual advantage or become victims of it.
How did television affect MacMillan?
Macmillan initially used television to his advantage, but as satirical programmes saw a rise and the media frenzy surrounding the Profumo scandal, he resigned.
How did television affect Thatcher?
As PM, she softened her voice, wore bolder and less fussy outfits. She also appeared on sympathetic programmes such as Radio 2’s The Jimmy Young show.
How did television affect Blair?
- ‘Spin’ became a major influence in UK politics. Blair nominated Campbell as his ‘spin doctor’ while he himself appeared calm, reassuring and statesmanlike. His ‘People’s Princess’ tribute of Diana was a major part of this.
- However, the Iraq war and the cash for honours scandal undermined New Labour’s positive relationship with the media.
What is a major affect of television recently in UK politics?
Televised debates.
How did televised debates affect the 2010 GE?
- Clegg had equal coverage with Brown and Cameron. Both Brown and Cameron admitted that ‘I agree with Nick’ which massively boosted the Liberal Democrat campaign.
How did televised debates affect the 2015 GE?
7 leaders debated together in 2015.
Farage used his airtime to boost UKIP support from DE voters.
