Media influence over elections

Question 1

Question

Answer 1

Evaluate the view that the media has a real influence over elections in the UK.

Question 2

Factors

Answer 2

• Broadcast media
• Print media
• Social media

Question 3

Judgement

Answer 3

It plays a role, but not a major one.

Question 4

Weaker argument broadcast media

Answer 4

→ Looking/sounding good on TV is crucial for modern politics - in 1983 Michael Foot (who was a great public speaking) appeared uncomfortable on TV so his credibility was damaged.
→ After the TV debate in the run up to the 2010 general election the media was obsessed with Nick Clegg (“Cleggmania”) as he had easily outperformed Gordon Brown and David Cameron.
→ In the run up to the 2019 general election the broadcast media effectively shaped the election as the ‘Brexit Election’ influencing people to consider that they were voting for an outcome on Brexit rather than a political party/leader.

Question 5

Stronger argument broadcast media

Answer 5

→ Broadcast media is regulated by Ofcom and is obligated to remain neutral about politics - this limits the ability for use of influential rhetoric.
→ 2019 study by Loughborough University tracking election coverage found that major broadcasters distributed airtime evenly among parties, minimizing potential bias.
→ Trust in broadcast media has declined significantly since 2003 - in YouGov polling BBC journalists were trusted by 81% in 2003 but in 2020 this figure had fallen drastically to 47%.
→ The BES (after the 2019 GE) showed long term factors such as age, social influences and gender are far more significant in influencing an election outcome than broadcast media.

Question 6

Weaker argument print media

Answer 6

→ 58% of +65s still used printed newspapers as a source of information - they are the most likely to vote.
→ 2024 Statistica survey - 39% of UK respondents engage with print media, such as newspapers and magazines.
→ Political leaders set much store by the media:
- Blair had a strong communication team (Campbell and Mandelson) who would assess the media situation.
- Nigel Farage reads the national print media every day.

Question 7

Stronger argument print media

Answer 7

→ Readership of print media declined from 21.9 million 2010 to 10.4 million in 2018. → Readership has declined to 22% of population in 2024.
→ The Independent newspaper ceased all print production in 2016.
→ 238 local newspapers shut between 2005-2017.
→ Lack of trust in newspapers - hacking scandals and misprinting:
- News of the World hacked into the phone of the murdered teenager, Millie Dowler - leading to the Leveson Inquiry.
- Hugh Grant and Prince Harry were both hacked by newspapers.

Question 8

Weaker argument social media

Answer 8

→ 2024 Ofcom report - only 44% of people believe social media is accurate and 43% believe it is trustworthy.
→ Many events have led to people believing that social media isn’t as trustworthy as traditional media:
- The Remain Campaign 2016 misleading claims about Turkey joining the EU.
- In the 2017 election the Sun argued that there were misleading claims made by Labour campaigners about the Conservatives planning to privatise the NHS.
→ In +55s (who are the most likely to vote) social media is the type of media with least engagement.

Question 9

Stronger argument social media.

Answer 9

→ Labour’s 2024 Digital Campaign Success: In the 2024 GE, the Labour Party invested over £6 million in digital strategies, deploying more than 100 “innovators” to engage voters through platforms like YouTube, Facebook, and WhatsApp.
→ Populist parties - Nigel Farage’s Reform UK, have utilized social media to gain support, particularly among younger demographics.
→ The 2024 Ofcom report - 82% of social media users (for news consumption) were 16-24 years old. This suggests that social media is outperforming traditional media (newspapers were only used by 10% of 16-24 and broadcast by 41%) in the next generation.
→ The 3rd largest news source (across all demographics) was Facebook.