Media Flashcards
The media has…
A large reach and influence on voters and is used by political parties through the use of spin doctors, party political broadcasts and leaders debates.
In this essay the factors compared are…
Spin doctors and canvassing to target floating voters
Party political broadcasts (PPBs) and canvassing to target floating voters
And the resourcefulness and effectiveness of leaders debates and digital media strategy
This essay argues…
Whether media strategies are the most effective for political parties during elections
Spin doctors explain
Floating voters
The media strategy of Spin Doctors can attract potential floating voters. This is because they are hired by political parties to try and manage their party image and their message in the media
Spin doctors example
Attract floating voters
For example in 2010 Andy Coulson, former editor of the Sun was hired by David Cameron as a spin doctor and the Conservatives went on to win the 2010 election
Spin doctors analysis
Attracting floating voters
This shows Spin Doctors are an effective strategy because the Sun is a popular newspaper meaning their message can reach a larger audience and sway voters but can be questioned as the conservatives were already winning in 2010.
Canvassing explain
Attracting floating voters
However the traditional grassroots strategy of canvassing can also be persuasive to floating voters. This is because parties can get the message across to voters face-to-face, which helps identify undecided voters who can be targeted further.
Canvassing example target floating voters
Examples in the 2017 general election labour used canvassing in the Ilford North constituency and managed to overturn a conservative majority
Canvassing analysis
Targeting floating voters
Suggest that by giving voters the opportunity to communicate and ask questions directly, it meant that many voters switch to labour which one then the seat
Overall: canvassing and spin doctors
Targeting floating voters
Overall, are use of canvassing is the more effective strategy for political parties during elections because it’s more personal and makes people more comfortable and like Spin Doctors is their effectiveness can be questioned in 2010 as conservatives were already winning
Party political broadcasts explain
Target specific voters
The media strategy of party political broadcasts may help to target specific voters. This is because political parties put their views across and reach a large target audience of millions however can be useless as people don’t engage
Party political broadcasts example
Target specific voters
For example in 2019 the Conservatives love actually PPB was used to get votes by saying they were going to get Brexit done and went on to win 365 seats
PPB analysis
Target floating voters
This shows that the Conservatives targeted specific voters to ensure them that they would be the best party to get Brexit dealt with quickly which encouraged voters to vote for them
Social media explain
Target specific voters
A new technology strategy that’s affective for political parties and elections is using social media to attract younger voters. This is because due to the rising importance of social media, parties can specifically target voters by using click bait to draw voters in to read more and tend to vote for them
Social media example
Target specific voters
For example, Conservative spent £1.2 million on Facebook ads in 2015 then went on to win 331 seats in the general election
Social media analysis
Target specific voters
This shows that social media is an effective strategy as conservatives were able to win a majority by specifically targeting voters that see their adverts to sway their vote
Overall: social media v PPBs
Target specific voters
Overall, new technology of social media is most effective strategy for political parties during elections as social media is prominent in the modern world and it’s only getting more popular especially with young people whereas PPBs are less effective as people usually don’t enjoy watching them and therefore will turn them off
Leaders debates explain
Ineffective use of resources
The media strategy of leaders debates is ineffective as it is easily forgettable. This is because some viewers could forget about the debate by election day and have debate fatigue due to too many debates happening
Leaders debates example
Ineffective use of resources
For example, in 2010 Nick Clegg was believed to have won the debates but the Lib Dem’s vote share increased by 1% in 2010
Leaders debates analysis
Ineffective use of resources
This suggests debates are ineffective as someone can come across well in debates but that doesn’t always translate to better results for that party which question is whether they are worth it.
Digital media strategy explain
Cost effective use of resources
However the new technology strategy of digital media strategy can be a cost-effective way to win votes. This is because party Websites can contain shortened versions of their manifestoes which voters can read easily and freely which can attract thoughts
Digital media strategy example
Cost effective use of resources
For example, SNP tracked that they reached tens of thousands of voters on their website about their manifesto pledges for barely £3000 which helped them win the 2011 election
Digital media strategy analysis
Cost effective use of resources
This suggests that voters were more encouraged to reach shortened versions of their manifestoes as it requires less effort than reading the entire manifesto
Overall: digital media strategy v leaders debates
Effectiveness and resourcefulness
Overall, did you tell media strategy is the most effective and resourceful strategy as they make reading party information less time-consuming which means voters are more likely to read on whereas leaders debates are less effective as there is no guarantee voters will remember debates and vote accordingly
Media essay: strategies that win are
Canvassing for floating voters
Social media for targeting specific voters
Digital media strategy for cost effectiveness and resourcefulness.
Overall conclusion of media essay is…
Overall, the suggestion that media strategies are the most effective strategy for political parties during election campaigns is inaccurate
