Voting Behaviour and the Media - Topic 4.2

Question 1

Who regulates the media, in all forms, in the UK?

Answer 1

Ofcom regulates radio and tv broadcasts to ensure ‘due impartiality’. Although not bound by the same impartialty laws as broadcasting, newspapers are also regulated but their pretentious prejudiced political stances to grip readers. Social media is completely unregulated by Ofcom.

Question 2

How does partially in newspapers have influence in the media?

Answer 2

Media moguls such as Rupert Murdoch and Conrad Black can wield influence in politics as newspapers are opinion-forming. Critics suggest that because people will read a newspaper that fits with their ideology and philosophy, whether progressive or conservative, people will look out for media that fit their opinion rather than media contrasting it. It is said that newspapers set the political ambiance between general elections. Despite most of the print media having a right-leaning view, no PM is every completely safe from criticism in newspapers, even when the ruling party should be favoured by them.

Question 3

How does broadcast media have influence?

Answer 3

TV and radio are required to maintain political impartiality when reporting news. All political leaders in the UK seek to establish a commanding TV presence. Political leaders have often employed former journalists to present them in the most effective way in the media. The coverage of PMQs makes it an important TV battle as both PM and Leader of the Opposition try to seize control of the political agenda for their own advantage. If one has a memorable soundbite, this furthers their political fortunes. Some leaders have fared well in the media, such as Blair, but some have faired poorly, such as Hague or Miliband.

Question 4

How does social media have influence in modern society?

Answer 4

As algorithms register users’ viewing choices and connect the user with posts of similar interest, the user can then be bombarded with more partisan material, thereby reinforcing their existing prejudice. Powerful financial interests can also flood the internet with advertising. Since the user may not even realise that it’s advertising, this further undermines the individual’s capacity for making informed judgements. Accessing info on the phone means it’s more likely that the user will be grabbed by a headline and not read the article. Memes can also wield huge influence without having any evidential basis. Comments posted on social media are rarely an invitation to debate and are instead often judgements and assertions, sometimes expressed in an aggressive manner designed to limit discussion. The internet is not bound by Ofcom, fake news stories can proliferate and can have disastrous implications for informed debate within a liberal democracy. Unlike newspapers, social media stories are not attributable to journalists and so a story can spread with absolutely no provenance.

Question 5

How do opinion polls have influence in elections?

Answer 5

• Opinion polls can determine the public’s attitude on a specific issue
• They can also be used to determine how the public intend to vote in a referendum or an election
• Political parties can commission opinion polls themselves to determine public opinion on a specific issue and develop policies that reflect public concern
• On Election Day, exit polls record how the public have voted. They are usually highly accurate and are released at 10pm, when polling closes

Question 6

To what extent do opinion polls have a positive effect on election?

Answer 6

• When asking about specific issues, this ensures that politicians engage with what the public thinks is important
• They demonstrate changing attitudes on important issues, ensuring political parties are constantly informed
• Opinion polls can demonstrate when there is public outrage at the government or opposition parties
• Can encourage enthusiasm for politics, especially during a general election campaign that is close
• Opinion polls can encourage high turnout
• Opinion polls can provoke change within parties to be more publicly amiable

Question 7

To what extent do opinion polls have a negative effect on election?

Answer 7

• Do not always accruately reflect public opinion, making campaigning harder
• The public can focus too much on opinion polls in general elections, instead of voting on principle, polls can promote tactical voting
• Positive polling for an issue may make an issue’s supporters complacent about the result
• They undermine conviction politics by making politicians focus too much on policies they think may generate popularity instead of what they think is right
• If opinion polls show that one side is far ahead, it can discourage voter turnout