4.3 - The Influence of the Media Flashcards

1
Q

What is the impact of opinion polls on voters’ intentions?

A

Parties being ahead in opinion polls may cause voters to vote for the other party. (especially in close elections)

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2
Q

What is an example of opinion polls changing voter intentions?

A

1992.
Most polls predicted increasing support for Labour at the expense of the Conservatives. Wavering voters then chose to vote for the Conservatives as they backed the government.

2015.
Labour-SNP coalition became more likely, so Conservatives warned against it. Miliband becoming more likely to become PM caused more Conservatives to turn out.

2017.
Conservatives had a huge majority in polls, so less urgency to campaign in marginal constituencies. Some pro-EU Conservatives may have voted Labour in protest at Brexit. This led to Corbyn achieving very highly.

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3
Q

What are the main ways the media can influence elections?

A
  • Opinion Polls
  • The Press
  • Television
  • Social Media
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4
Q

How has the press claimed to affect General Elections?

A
  • Most broadsheet papers have a political leaning.
  • Telegraph, Mail, Express have all been pro-Conservative and the Mirror and Guardian have been pro-Labour.
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5
Q

What is an example of the press claiming to affect General Elections?

A
  • The Sun, 1992.
    Ruthlessly ridiculed Kinnock as unfit to be PM, when Major won the next election, they boasted that ‘It’s the Sun Wot Won it’.
  • The Sun, 1997.
    Positioned itself behind Blair. Claiming ‘It was the Sun that swung it’.
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6
Q

What is an argument against the press affecting General Elections?

A
  • The beliefs of the readers are reinforced by the newspaper rather than changing beliefs.
  • A Conservative reading the Mirror or Guardian is likely to be annoyed rather than have their vote swung.
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7
Q

What is an example of the press doing very little to affect GE results?

A

Relentless attack on Corbyn by The Sun, the Daily Mail and Daily Express did not lead to a reduction in vote, as Corbyn enjoyed a 9.6% swing to Labour.

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8
Q

How has the press’ effect on GE shifted over time?

A

Reduced, more people get their news from the television than any other method. The only age demographic that still receives their news from broadsheets / tabloids are over 65’s.

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9
Q

How can television affect voting tendencies?

A
  • BBC and ITN report news impartially with no political leaning either way.
  • However, politicians can use the television to their individual advantage or become victims of it.
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10
Q

How did television affect MacMillan?

A

Macmillan initially used television to his advantage, but as satirical programmes saw a rise and the media frenzy surrounding the Profumo scandal, he resigned.

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11
Q

How did television affect Thatcher?

A

As PM, she softened her voice, wore bolder and less fussy outfits. She also appeared on sympathetic programmes such as Radio 2’s The Jimmy Young show.

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12
Q

How did television affect Blair?

A
  • ‘Spin’ became a major influence in UK politics. Blair nominated Campbell as his ‘spin doctor’ while he himself appeared calm, reassuring and statesmanlike. His ‘People’s Princess’ tribute of Diana was a major part of this.
  • However, the Iraq war and the cash for honours scandal undermined New Labour’s positive relationship with the media.
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13
Q

What is a major affect of television recently in UK politics?

A

Televised debates.

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14
Q

How did televised debates affect the 2010 GE?

A
  • Clegg had equal coverage with Brown and Cameron. Both Brown and Cameron admitted that ‘I agree with Nick’ which massively boosted the Liberal Democrat campaign.
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15
Q

How did televised debates affect the 2015 GE?

A

7 leaders debated together in 2015.
Farage used his airtime to boost UKIP support from DE voters.

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16
Q

How did televised debated affect the 2017 GE?

A
  • May refused to join the debate, without the opportunity to defend herself from ridicule.
  • Caroline Lucas - “You don’t say it’s the most important election of our lifetime and not be bothered to show up.”
17
Q

How can social media affect GE’s?

A

Younger voters are far more predisposed to social media than older voters. As the younger generation gets to voting age, there will be a far higher focus on social media as an election tool.

18
Q

How did social media affect the 2017 GE?

A
  • Labour activists used FaceBook, Instagram and Twitter to spread Labour’s message all across the internet.
  • Momentum’s campaign on the internet was far stronger than the hesitant Conservative campaign, which likely counteracted Corbyn’s vilification from newspapers.