Evaluate the view that the media plays a key role in determining UK general elections Flashcards
1
Q
INTRO
A
- Define any key terms, 3 main forms of media (newspapers, television and social media)
- The media is important in a democracy as it brings issues to the public’s attention. However, the fact is that the media simply has little impact on the way in which elections turn out
LoA - the media does not play a key role in determining a UK General Election
- The media is important in a democracy as it brings issues to the public’s attention. However, the fact is that the media simply has little impact on the way in which elections turn out
2
Q
theme for para one
A
newspapers
3
Q
theme for para two
A
TV
4
Q
theme for para three
A
social media
5
Q
para one - newspapers
A
- There is a limited circulation of newspapers, and this has decline significantly in recent years. Newspaper circulation has dropped 7%, and the amount of times newspapers in circulation dropped by 30,000 between 2017 and 2019
- It is also the case that most people read newspapers whose political persuasions they already agree with. So despite the famous 1992 Sun headline “it’s the sun wot own it” it is unlikely that the influence of the press war a major factor in Kinnock’s defeat. It is much more likely that newspapers simply confirm their readers’ views.
Despite a fairly hostile press and lots of negative coverage, Corbyn actually increased his standing during the 2017 election campaign.
- It is also the case that most people read newspapers whose political persuasions they already agree with. So despite the famous 1992 Sun headline “it’s the sun wot own it” it is unlikely that the influence of the press war a major factor in Kinnock’s defeat. It is much more likely that newspapers simply confirm their readers’ views.
6
Q
para one - however
A
- Historically there have been a number of famous cases where the influence of major newspapers was viewed as important (e.g. Murdoch’s decision to back Blair in 1997).
- Although in recent years the circulation of newspapers has fallen, the press can still be important. Many people read newspapers online, newspapers journalists are often are often interviewed on TV, and radio & TV programmes often report on what the newspaper say. Older voters are morel likely to read a newspaper regularly than young voters (and it is older voters, of course, who are more likely to vote)
- Despite the introduction of the Independent Press Standards Organisation (set up after the Leverson Inquiry into the phone hacking scandal) there are few restrictions on newspapers who are allowed to be highly biased (and persuasive) in their reporting. Newspaper editorials will make direct appeals to their readers to vote in a particular way.
In an age of class and party dealignment, it seems likely that the press will have at least some influence on floating voters whose loyalties can switch from party to party
7
Q
para one - rebuttal
A
The fact is that as mentioned previously, newspaper are likely to simply confirm the political views of their audience, rather than have a massive effect on changing people’s opinions. Labour voters are likely to be reading the guardian and Conservatives the times, so they will simply be affirming their views
8
Q
para two - TV
A
- TV is less biased in its coverage than newspapers. The BBC charter, for instance, demands neutrality and political parties have carefully regulated air time for their party political broadcasts during campaigns
- Unlike in the USA, the UK parties cannot buy TV advertising time
Good TV performances don’t necessarily translate into electoral success. Nick Clegg’s impressive performances in the 2010 televised debates gave him a short term boost in the polls but voters remained loyal to the two major parties on election day itself.
- Unlike in the USA, the UK parties cannot buy TV advertising time
9
Q
para two - however
A
- In recent years, governments / politicians have more important announcements in TV studios (e.g. Programmes like Andrew Marrs Sunday morning show) rather than the house of commons. The trend for hiring spin doctors to manage the demands of 24 hour news started in the 1990s when Blair hired Alistair Campbell as his press secretary.
- TV projects visual images, helping voters to form impressions of the part leaders and other senior politicians. The coverage of Corbyn had been negative and appeared more focused on his appearance and personality than his policies. This may have prevented undecided floating voters from supporting Labour in 2017
- A 2015 survey revealed that 62% of voters claimed that TV was the most important media influence on their opinions during the election campaign (compared to 25% for newspapers and an even smaller proportion for social media)
Since 2010 televised leader debates have become a new feature of UK general election campaigns. Over 9 million people watched first leaders debate in the 210 election campaign. When Theresa May chose not to participate in the 2017 TV debates, it was perceived by many as a sign of weakness
10
Q
para two - rebuttal
A
- However, TV is likely to have a similar effect as print media in the sense that it will just reaffirm the views of those who are either left wing or right wing.
Furthermore, the decline in the viewing of TV (179 minutes average every day in 2011, to 165 minutes in 2021)
11
Q
para three - social media
A
- Polls and surveys suggest that voters (particularly older ones) still find traditional media (especially TV), more important
- As with the press, it is likely that manty voters use social media platforms / read articles whose political views they already agree with (the so called echo chamber phenomenon)
The majority of users on social media are young children to young adults, the first of which cannot vote, and the second of which are the ones turning out in the least numbers. Highest turnout comes from the older members of society who are unlikely to be on social media or understand how to use. In 2020, 59% of people aged 65-74 had an account, although the percentage of those who used it is much lower
- As with the press, it is likely that manty voters use social media platforms / read articles whose political views they already agree with (the so called echo chamber phenomenon)
12
Q
para three - however
A
- By 2020, 82% of households had internet access leading to political parties to make much more use of this new method of communication. All MPs now have their own websites, as do most newspapers and broadcasters. E.g. Boris Johnson has 1.7 million followers on his Instagram.
- By 2010 social media had become an important new feature of campaigning. Following in the footsteps of Barrack Obama in the USA. Facebook advertising has become widespread in the UK. This is a particularly important way in which parties communicate messages to younger voters. The rise in turnout among young voters in 2017 was perhaps due in part to this new trend.
Websites and social media platforms are not subject to any sort of editorial control so can be more biased and persuasive than any other forms of media. So-called “fake news” has become an increasing concern
- By 2010 social media had become an important new feature of campaigning. Following in the footsteps of Barrack Obama in the USA. Facebook advertising has become widespread in the UK. This is a particularly important way in which parties communicate messages to younger voters. The rise in turnout among young voters in 2017 was perhaps due in part to this new trend.
13
Q
para three - rebuttal
A
Once again, this type of media only reaffirms many peoples political views and is very unlikely to change someone’s voting habit. Furthermore, the multitude of websites and opinions online makes it very difficult for someone to understand what is true and make a decision based off of that due to the massive amount of websites and accounts online.
