Media Flashcards
(8 cards)
3 reasons the media is not influential
Engagement is low
doesn’t affect who people vote
people buy newspapers that reflect their existing opinions.
One example of engagement being low.
In 2023 during the SNP leadership contest only 18% of the public turned to the STV broadcast and this was the highest figure of all debates.
One example of the media not affecting who people vote.
Following the scandal about SNP finances, support for Scottish Independence remains high and polls suggest that SNP will return the biggest proportion of Scottish seats in the 2024 General Election.
One example of people buying newspapers that reflect their existing opinions.
A YouGov survey shown that only 25% of people asked felt that newspapers had an influence on their voting behaviour.
Reasons the media is influential
Reaches a wide audience, uncovers scandal and runs their own campaigns.
One example of media uncovering scandal
In 2023 a scandal was uncovered regarding Nicola Sturgeon’s husband and his handling of SNP finances, many people believe this is why she resigned.
One example of the media reaching a broad audience
In the 2021 leader’s debate, Nicola Sturgeon was constantly praised for her ability to remain calm in comparison to her opponents.
One example of the media running their own campaigns.
Most Scottish leaders have now openly called for a ceasefire as a result of media coverage of the Israel-Palestine war.
