Media influence Flashcards
Three main roles of the media
Inform
Influence
Scrutinise
What does the media informing the public mean>
This means to keep the public up to date on current affairs and breaking news. For example, during the Covid-19 pandemic the First Minister gave a daily briefing through the BBC to make sure people were informed about the rules to keep safe.
What does the media influencing the public mean?
This means to make us think in a particular way or encourage us to vote or a certain party. For example, in the run up to the 2021 Scottish election the Daily Mail ran headlines warning voters of the SNP and supported the Conservatives while the National ran headlines making fun of the Conservatives and Boris Johnson
What does media scrutiny mean?
This helps educate the public on party policies, new laws and complex issues of the day by looking at these issues on a deeper level. For example, the media is often very vocal about the legitimacy of decisions made by the Scottish Parliament during the COVID-19 pandemic and the SNP is widely critiqued across media platforms and the COVID enquiry is broadcast daily for the public to see.
What methods do the media use?
Targeted Ads
Front pages and headlines
Showing debates
What is a targeted ad?
This is when media companies like twitter, Facebook and Instagram can use the data they learn about you to target you with adverts to make you think a certain way
An example of target ads?
younger voters were more often likely to see videos of the youngest SNP MP Mhairi Black while older voters might see videos of Boris Johnson who is liked more by older people.
Why use front pages and headlines?
The print media is allowed to be biased so it will often use its front covers to express an opinion in a sensationalist way and encourage the reader to join its point of view
An example of front pages and headlines
in the run up to the 2021 Scottish election the Daily Mail ran headlines warning voters of the SNP and supported the Conservatives while the National ran headlines making fun of the Conservatives and Boris Johnson.
Why show debates?
Though the broadcasters have to balanced in their reporting they will organise leadership debates so that the people at home can hear all the views and make up their mind.
An example of debates on TV
Nicola Sturgeon took part in the leaders debate on BBC, STV and Channel 4 in 2021. Humza Yousaf took part in the leadership debates in 2023.
Why are debates in the media influential?
Though broadcasters have to be balanced in their reporting, by putting on leadership debates they allow the public to see how the political leaders do under pressure and this helps voters make up their mind. For example, recent studies show voters think that tv debates have been the most influential.
Why are headlines influential?
One way that the media can be influential is by uncovering scandal. Often newspapers will look carefully at the government and try and find a scandal. This can be influential as it forces the government to act. For example, during the Covid-19 pandemic the media repeatedly questions Nicola Sturgeon about her advisor breaking the rules and she had to quit.
Why are media campaigns influential?
One way that the media can be influential is by running their own campaigns. This is when media like newspapers support an issue that they think is really important and use their power to question politicians and influence public opinion. For example, the Daily Record had been running a campaign to decriminalise drugs which the SNP later supported.
