The role of the media lesson 2

Question 1

Why are newspapers influential?

Answer 1

• they are not bound by the rules of impartiality & so as many newspapers do, they have the ability to showcase a particular political agenda
• often they come with exaggeration, sensationalism & headlines that are not in context but this is what commuters will see - the headline sticks
• highly attractive to business tycoons such as Rupert Murdoch as they are able to shape headlines & follow a political agenda that they have; to summarise: RM + right wing agenda
• he owned the British newspaper News of the World, and The Sun in the UK & other newspapers in Australia (important to add that he is of Australian nationality)

Question 2

Briefly explain circulation/sale of newspapers

Answer 2

• circulation: copies of a paper sold
• readership is who actually reads the paper
• e.g. 1m sales (circulation) = 2.5m readers
• most research suggests on average 2.5 people read 1 paper sold

Question 3

Explain how newspapers changed the 1992 election

Answer 3

• The Sun (pro-Labour at this time) had a circulation of 3.5m daily - therefore was read by 8.75m people
• on some days The Sun would hit 4m sales - a readership of 1m
• additionally the Daily Mirror (pro-Labour) -> 2.9m circulation
• and the Daily Mail (pro-Con) -> 1.6m circulation

Question 4

Summarise the role of media in British politics

Answer 4

the media has a remarkable impact on British politics however the impact may not always be good if used against politicians: it can easily but not always destroy his or her career but if the media likes one politician it can take his or her career to new heights

Question 5

Summarise the role of media in British news

Answer 5

the media affects the perception not only of politicians but events; responses to events; elections & referendum campaigns

Question 6

List effects of the media’s influence

Answer 6

• more traditional media such as the printed press have seen a significant decline in readership in recent years; particularly readership amongst young people
• although newspapers still have plenty of influence (e.g. setting the agenda for the day’s news), new forms of communication such as social media have become more important: it is argued that young people & many non-young people now primarily consume their political news through mediums such as Facebook & Twitter; this has led to concerns over the number of fake news stories appearing in users news feed stories that appear genuine but are actually completely made-up

Question 7

How does the media’s influence affect voter choices in elections?

Answer 7

• TV broadcasters are expected to maintain impartiality & balance in political broadcasting however newspapers & websites are under no such obligation
• most national newspapers (with some exceptions) generally support the Conservative Party; therefore most newspaper readers read conservative newspapers even if they buy them for non-political purposes
• the impact of this may be that people have their political views shaped almost unknowingly during election campaigns
• newspapers often openly endorse particular political parties & spend time supporting & praising that party whilst attacking the opposition

Question 8

What is argued against the media having an influence on voter choices in elections?

Answer 8

it could be the case that newspaper readers choose a particular paper due to its support rather than the influence working in the opposite direction

Question 9

What is the effect of media on UK politics?

Answer 9

• the media is often accused of having a negative impact on the perception of UK politics & politicians
• e.g. the tabloid press focuses more on political scandals & allegations of incompetence & failure because it sells more papers

Question 10

Explain the result of the increasing role of the media

Answer 10

• there is now an emphasis among politicians in dealing with reported scandals & allegations which may in itself have contributed to the negative perception of politics & politicians
• because of this, politicians now receive extensive media training which has led to the impression of them avoiding answering questions properly; delivering meaningless sound bites & therefore generally appearing less like real people

Question 11

What are sound bites?

Answer 11

a short extract from a recorded interview or speech; used to promote or exemplify the full length piece

Question 12

How have the media affected opinion polls?

Answer 12

• in essence, opinion polls are used to measure public opinion e.g. on a particular issue or on a voting intention
• in recent years however, the reputation of opinion polls for accuracy & reliability has taken a hit
• for instance, in the lead-up to the 2015 general elections polls consistently showed the Conservatives & Labour as very closely matched leading to a belief in the likelihood of a hung parliament (an elected body that has no political party with an overall majority) & speculation as to which parties may go into coalition together
• the result, in effect, was an overall majority for the Conservative Party
• it is thought that opinion polls tend to underestimate the support for the Conservatives because people are reluctant to admit they support them: this is known as the ‘shy tory’ effect
• nevertheless opinion polls are important as they give a sense of not only how popular a party is but also its leader and particular policies
• opinion polls may therefore lead to a change in policy direction or even a change in party leader