ROLE OF THE MEDIA Flashcards
HOW ACCURATE ARE OPINION POLLS?
BASED ON SAMPLES WHICH R MEANT TO BE REPRESENTATIVE OF THE WHOLE POPULAR BUT THIS IS INCREASINGLY DIFFICULT DUE TO LOW RESPONSE RATES PARTICULAR IN BAME COMMUNITIES. TRADITIONALLY UNDERESTIMATE TORIES DUE TO STIGMA WITH BEING TORY (SHY TORIES).
TRADITIONALLY OVERESTIMATE LABOUR DUE TO LOW TURNOUT AMONGS YOUNG VOTERS.
WHAT IS THE BANDWAGON EFFECT?
VOTERS R MORE LIKELY TO VOTE FOR A PARTY WHO IS GOING TO WIN
WHAT IS AN EXAMPLE OF THE BANDWAGON EFFECT?
STRONG TORY POLLING IN 2019 DISCOURAGED BREXIT SUPPORTS FROM VOTING FOR THE BREXIT PARTY.
WHAT IS THE BOOMERANG EFFECT?
WHEN A POLL CAN CAUSE A PARTY TO LOSE VOTERS DUE TO COMPLACENCY.
WHAT IS AN EXAMPLE OF THE BOOMERANG EFFECT?
1992 POLLS SHOWED LABOUR TO BE IN THE LEAD EARLY IN THE CAMPAIGN CAUSING VOTERS WHO DIDN’T WANT A LABOUR VICTORY TO TURN OUT AND CAUSE A LATE SWING TO THE TORIES.
HOW CAN OPINION POLLS AFFECT TURNOUT?
IF VOTERS BELIEVE A LEAD IN UNASSAILABLE THEY MAY NOT BOTHER TO VOTE E.G RECORD LOW OF 59% AND 60% IN 2001 AND 2024.
POLLS THAT PREDICT A TIGHT RACE CAN ENCOURAGE A GREATER TURNOUT E.G 78% IN 1992 AS POLLS SHOWED A HUNG PARLIAMENT.
WHY ARE OPINION POLLS IMPORTANT IN BETWEEN ELECTIONS?
GOVTS WILL MAKE U TURNS ON POLICIES IF THEY APPEAR UNPOPULAR E.G A LEVEL GRADING IN 2020
THERESA MAY CALLED A SNAP ELECTION AS THE POLLS SHOWED SHE’D BE ABLE TO INCREASE HER MAJORITY.
IAIN DUNCAN SMITH WAS REPLACED AS TORY LEADER IN 2003 AS HE WAS STILL BEHIND IN THE POLLS.
HOW DOES THE MEDIA AFFECT THE POLITICAL PROCESS?
- MEDIA RUN STORIES SELECTIVELY
2.ADD THEIR OWN SPIN TO EVENTS - USE IMAGES TO PUT CANDIDATES IN A POSITIVE OR NEGATIVE LIGHT
- POWER TO SET THE AGENDA AND DOMINATE THE NEWS CYCLE
- REINFORCE VIEWPOITS
WHAT IS AN EXAMPLE OF THE MEDIA RUNNING STORIES SELECTIVELY?
GUARDIAN-“TORY MINISTERS BACK CANDIDATES ACCUSED OF ISLAMOPHOBIA”
DAILY TELEGRAPH-“ CORBYN RUNNING INSTITUTIONALLY ANTI SEMETIC LABOUT PARTY”
WHAT IS AN EXAMPLE OF THE MEDIA ADDING THEIR SPIN TO EVENTS?
DAILY EXPRESS
“JOHNSON’S PLAN TO RAISE WAGES ACRSS THE COUNTRY RECEIVES HUGE BOOST FROM EXPERTS”
“LABOUR’S MIN WAGE PLAN COULD COST U YOUR OB AND SEND UNEMPLOYMENT SOARING”
DIFFERENT PORTRAYAL OF IDENTICAL POLICIES.
WHAT IS AN EXAMPLE OF THE MEDIA SELECTIVELY USING IMAGES TO PUT CANDIDATS IN A POSITIVE LIGHT?
A 2010 FRONT PAGE FROM THE SUN LINKED CAMERON TO POPULAR OBAMA BY USING HIS ICONIC “HOPE” IMAGE TO MAKE CAMERON LOOK LIKE A TRANSFORMATIONAL AND STRONG LEADER.
WHAT IS AN EXAMPLE OF THE MEDIA SELECTIVELY USING IMAGES TO PUT CANDIDATES IN A NEGATIVE LIGHT?
A 2015 FRONT PAGE FROM THE SUN SHOWED AN UNFLATTERING PICTURE OF MILIBAND EATING A BACON SANDWICH WITH INTENT TO MAKE HIM LOOK WEAK AND INCOMPETENT.
WHAT IS AN EXAMPLE OF THE MEDIA HAVING THE POWET TO SET THE AGENDA AND DOMINATE THE NEWS CYCLE?
THE OWEN PATTERSON SLEAZE SCANDAL WAS ALL OVER THE NEWSPAPERS FOR DAYS AND WAS BROUGHT UP IN PMQS. IT PUT PRESSURE ON JOHNSON AND LED TO PATTERSON’S RESIGNATION.
WHAT IS AN EXAMPLE OF NEWSPAPERS REINFORCING VIEWPOINTS?
A PRE 1992 ELECTION HEADLINE FROM THE SUN HAD THE EFFECTS OF REMINDING READFERS FROM THE JENNIFER’S EAR SCANDAL AND FORMED THE ELECTION AS BEING ABOUT TRUTHFULNESS.
WHO OWNS NEWSPAPERS?
90% OF PAPERS R OWNED BY JUST 3 PAPERS
1. REACH PLC
2. REPORT MURDOCH
3. DMG MEDIA
WHICH PAPERS DOES REACH PLC OWN?
THE MIRROR
DAILY EXPRESS
THE STAR
WHICH PAPERS DOES RUPERT MURDOCH (NEWS UK) OWN?
SUNDAY TIMES
THE SUN
WHAT PAPER DOES DMG MEDIA OWN?
DAILY MAIL
METRO
WHAT PAPERS DO PRESS HOLDINGS OWN?
TELEGRAPH
THE SPECTATOR
WHAT PAPERS DO LEBEDEV HOLDINGS OWN?
EVENING STANDARD
INDEPENDENT
WHAT PAPER DOES SCOTT MEDIA TRUST (A CHARITY) OWN?
THE GUARDIAN
WHAT IS CONFIRMATION BIAS?
PYSCHOLOGICALLY HUMANS SUFFER FROM CONFIRMATION BIAS WHERE THEY SEEK OUT INFO WHICH SUPPORTS THEIR PREJUDICES AND REJECT THOSE THAT DISPUTE IT.
WHAT DOES CONFIRMATION BIAS INDICATE?
TORIES WILL READ RIGHT WING PRESS AND THOSE WHONARE MORE PROGRESSIVE WILL READ LEFT WING PRESS.
WHAT HAS HAPPENED TO NEWSPAPER READERSHIP OVER TIME?
HUGE DECLINE E,G DAILY MIRROR HAS DROPPED FROM OVER 5M READERS IN 1966 TO UNDER 250K NOW.
NO CURRENT NEWSPAPER HAS OVER 1M PRINT READERS.
DO THE PRINT MEDIA SHAPE OR REFLECT PUBLIC OPINION?
REFLECT
NEWSPAPERS R DESIGNED TO SELL COPIES AND GAIN PROFIT WHICH SIGGESTS THAT THEY PRINT WHAT THEIR READERS WANT TO READ. CAN BE SEEN IN THE SUN CHANGING ALLEGIANCE IN RESPONSE TO OPINION POLLS.
WHY DOES THE NARROW CONCENTRATION OF NEWSPAPER OWNERSHIP MATTER FOR DEMOCRACY?
- LIMITS DIVERSITY OF PERSPECTIVES
- POLITICAL BIAS AND INFLUENCE
- CONFLICT OF INTEREST
WHAT IS THE EXPLANATION FOR LIMITING DIVERSITY OF PERSPECTIVES?
CONCENTRATED OWNERSHIP NARROWS RANGE OF VIEWPOINTS, LIMITING PUBLIC ACCESS TO DIVERSE IDEAS AND INFO.
WHAT IS THE EXPLANATION FOR POLITICAL BIAS AND INFLUENCE?
MEDIA OWNERS OFTEN PROMOTE THEIR OWN POLITICAL AGENDAS SKEWING ELECTIONS AND POLICY DEBATES. NO COINCIDENCE THAT THE PARTY THAT SUPPORTS LOW TAXES FOR THE RICH ARE SUPPORTED BY MAJORITY OF NEWSPAPER OWNERS.
WHAT IS THE EXPLANATION FOR CONFLICT OF INTEREST?
OWNERS MAY SUPPRESS STORIES THAT CONFLICT WITH PERSONAL OR CORPORATE INTERSTS, COMPROMISING DISCUSSIONS OF IMPORTANT ISSUES.
IS THERE A CORRELATION BETWEEN NEWSPAPER SUPPORT AND PARTIES WINNING ELECTIONS?
- IN 2001 LABOUR WON A LANDSLIDE WITH SUPPORT OF FT, TIMES, SUN AND EXPRESS BUT IN 2010 LABOUR LOST WITH THOSE PAPERS ALL SWITCHING SIDES.
- “DON’T CHUCK BRITAIN IN THE COR BIN” BUT TORIES ENDED UP LOSING THEIR MAJORITY - 2017
WHAT HAS HAPPENED TO NEWSPAPER READERSHIP OVER TIME?
HUGE DECLINE E.G DAILY MIRROR HAS DROPPED FROM OVER 5M READERS IN 1966 TO UNDER 250K NOW. NO CURRENT NEWSPAPER HAS OVER 1M PRINT READERS.
WHAT IS CONFIRMATION BIAS?
HUMANS SEEK INFO WHOCH SUPPORTS THEIR PREJUDICES AND REJECT THOSE THAT DISPUTE IT.
HOW IS CONFIRMATION BIAS SIGNIFICANT?
TORIES READ RIGHT WING PAPERS AND THOSE WHO R MORE PROGRESSIVE WILL READ LEFT WING PAPERS SUGGESTING PEOPLE R UNLIKELY TO CHANGE THEIR MIND BASED ON WHAT THEY REASD IN THE PAPER.
DOES PRINT MEDIA SHAPE OR REFLECT PUBLIC OPINION?
REFLECT
NEWSPAPERS R DESIGNED TO SELL COPIES AND GAIN PROFT WHICH SUGGESTS THAT THEY PRINT WHAT READERS WANT TO READ. CAN BE SEE IN THE SUN CHANGING ALLEGIANCE IN RESPONSE TO OPINION POLLS.
IS BROADCAST MEDIA BIASED?
NO
UNDER SECTION 15 OF THR OFCOM BROADCASTING CODE TELEVISION CHANNELS MUST ENSURE NEWS IS REPORTED WITH DUE ACCURACY AND PRESENT WITH DUE IMPARTIALITY. DUE IMPARTIALITY REQUIRES ALTERNATIVE VIEWPOINTS TO BE AIRED.
HOW DO TV DEBATES AFFECT VOTING BEHAVIOUR?
LEADERSHIP DEBARES SHOW POLITICAL LEADERS UNDERR PRESSURE AND SHOWCASE THEIR VIEW S AND HOW “PRIME MINISTERIAL” THEY R,
WHAT R EXAMPLES OF TV DEBATES BEING INFLUENTIAL?
MAY’S STRONG AND STABLE GOVT MESSAGE WAS UNDERMINED BY HER SAFETY FIRST STRATEGY OF DODGING THE TV DEBATES.
WHAT IS AN EXAMPLE OF TV DEBATES NOT BEING INFLUENTIAL?
WAS A BOUNCE FOR THE LIB DEMS AFTER THE DEBATE “I AGREE WITH NICK” BUT THEY LOST 5 SEATS COMPARED TO 2005.
HOW IS SOCIAL MEDIA INFLUENTIAL ON VOTING?
TARGETED AFS CAN TAILOR MESSAFES TO INDIVIDUAL VOTERS VASED ON DEMOGRAPHIC FACTORS - EASIER TO APPEAL TO MULTIPLE DEMOGRAPHICS COMPARED TO LEGACY MEDIA
2. ENERGISE SUPPORTERS BOOSTING TURNOUT
3. ACCESS TO MORE PEOPLE - VIRAL VIDS ETC
HOW MAY SOCIAL MEDIA NOT BE INFLUENTIAL ON VOTING?
- ECHO CHAMBERS
- MOSTLY USED BY YOUNG PEOPLE WHO HAVE LOWER TURNOUT FIGURES
WHAT R ECHO CHAMBERS?
CREATED AS A RESULT OF SOCIAL MEDIA ALGORITHMS WHERE USERS R EXPOSED PRIMARILY TO CONTENT THAT ALIGNS WITH THEIR EXISTING BELIEFS REDUCING EXPOSURE TO DIVERSE POLITICAL PERSPECTIVES REINFORCING BIASES AND POLARISATION INSTEAD OF ENCOURAGING OPEN POLITICAL DISCOURSE.
