Decision Making - Media Essay Flashcards
Newspapers
Despite a decline in readership, newspapers remain the traditional medium for information. As newspapers are allowed to demonstrate political bias, they are very influential in politics and can persuade people to vote for political parties at election time. In every election since 1992, the party backed by The Sun has won the elections.
Newspapers Example
In 2010, there was a 5% swing from Labour to the Conservatives among voters; among The Sun readers this swing was 13.5%.
Newspapers However
Newspaper readership is declining. As a result of newspaper readership declining, so too is the influence of newspapers on the public.
Newspapers However Example
The Guardian’s circulation in 2017 was only 156,756.
Television
TV must remain politically correct and cannot support a political party or agenda. Live TV debates were used for the first time in the 2010 elections. The three main political parties - Labour, Conservative and Lib Dems - all debated live on TV and millions tuned in to each one.
Television Example
After the first live debates, support for the Lib Dems increased by 11 points, the largest ever increase during an election campaign.
Television However
This did not translate into actual votes at the polls. The influence of live TV debates on voting behaviour proved to be significant again in 2017.
Television However Example
When Theresa May declined to attend the televised debate in the election that she called, instead sending Home Secretary Amber Rudd which affected her image and raised issues about the quality of her leadership.
Social Media
In recent years, the internet has become increasingly popular, with an estimated 70% of the public accessing it on a daily basis. It provides a platform for political parties.
Social Media Example
Several hashtags amassed much support for Labour: ForTheManyNotTheFew (20,000) and ToriesOut (16,000).
