Media Strategies - 12 Marker

Question 1

TV Debates - Point

Answer 1

One media strategy used by political parties during campaigns is TV debates

Question 2

TV Debates - Explain

Answer 2

First debate broadcast in 2010 with Nick Clegg, Gordon Brown & David Cameron taking part

Allow main parties to answer questions from public which can direct course of debate

Question 3

TV Debates - Example

Answer 3

Very effective as opinion poll by IPSOS MORI in 2010 asked who people voted before & after debate

Results showed significant increase for Lib Dems 21% saying they’d vote rose to 32% after debate

Question 4

TV Debates - Analysis

Answer 4

Highly effective had significant impact on influencing people to vote Lib Dem after debate

Question 5

TV Debates - Rebuttal Point

Answer 5

Less effective as not everyone changes voting behaviour after watching debates

Question 6

TV Debates - Rebuttal Explain

Answer 6

Although polls implied there’d be an increase in Lib Dem support, reality is it didn’t happen

Question 7

TV Debates - Rebuttal Example

Answer 7

Result of 2010 General Election showed Lib Dems achieved 23% vote, only an increase of 1% from 2005 election

Question 8

TV Debates - Rebuttal Analysis

Answer 8

Only effective to a certain extent as no remarkable change in voting behaviour since TV debates first broadcast showing they’ve little influence

Although little change, British Election Study in 2010 found 9.4 million watched first debate

Question 9

Social Media - Point

Answer 9

One media strategylike social media are the most effective

Question 10

Social Media - Explain

Answer 10

Social media allows parties to reach populations quickly at little cost

Parties making increased use of social media like Twitter

Have enabled parties to engage younger voters who may have been less engaged by traditional methods

Question 11

Social Media - Example

Answer 11

Labour spent expenses promoting #forthemany on Twitter

Was worth it as 66% of younger voters voted Labour

Question 12

Social Media - Analysis

Answer 12

Highly effective, enables parties to reach a varied demographic who are able to gain a better understanding of the party

Question 13

Social Media - Rebuttal Point

Answer 13

Influence of social media shouldn’t be overestimated as shares don’t translate into votes

Question 14

Social Media - Rebuttal Explain

Answer 14

Younger people are more likely to use social media but often group least likely to vote

People can share a video but it won’t matter if they don’t vote

Question 15

Social Media - Rebuttal Example

Answer 15

Labour claimed they won the online election but in reality their share of the vote fell by almost 8%

Question 16

Social Media - Rebuttal Analysis

Answer 16

Despite young people being most active on social media, it can fail to influence them to vote