ScotDem - Media Flashcards
(4 cards)
Role/Purpose/Aims of the media in Scottish democracy (6)
One aim of the media in Scottish democracy is to inform people through television. This means that television broadcasters have a wide reach which helps politicians connect with a larger demographic. Evidence of this is the nearly ½ million people that tuned in for the
2023 SP leadership debate.
Another aim of the media in Scottish democracy is to use different mediums of advertising to reach more people. This means that by using social media, political parties are able to increase the number and variety they reach. Evidence of this is that SP are the most followed Scottish party on X (previously twitter) and are also the party currently in charge of Scotland as of January 2025.
Methods the media uses to influence Scottish democracy (6)
One method the media uses to Influence Scottish democracy is newspaper articles. This means that the media can publish pieces to either positively or negatively affect a political party. Evidence of this is the Sun’s endorsements of the SP in the previous 3 Scottish elections may have helped boost their performance.
Another method the media uses to Influence Scottish democracy is TV. This means that parties can hold broadcast debates so that the viewers can have a better idea of which party they might prefer. Evidence of this is the 2021 debate night special where the leaders of the main parties went head to head before the Holyrood election.
Ways in which the media has influence over Scottish democracy (6)
One way in which the media Influences Scottish democracy is through employing spin doctors. This means that political parties can employ these specialists in media communication to make sure the coverage of their party is favourable and that they are seen in the best light. Evidence of this is Murray Foote, who until recently was the SP Head of Communications.
Another way in which the media Influences Scottish democracy is through politicians being active on social media. This means that voters may feel as though they have a more direct, unfiltered access to the candidate and their policies. Evidence of this is that Nicola sturgeon had 1.4million followers on X as of January 2025.
Ways in which the media limited influence over Scottish politics (6)
One way in which media influence on Scottish democracy is limited is that social media is mainly used by younger people. This means that those who are older are less likely to use social media, therefore are less likely to be subjected to political messages online. Evidence of this is that only 7% of twitter users are aged 50+. (Statista.com)
Another way in which the medias influence on Scottish democracy is limited is that TV viewership has declined significantly. This means that fewer people go out their way to watch Live broadcasts on TV which can limit the spread of a politician’s message. Evidence of this is less than 500,000 out of the over 5 million Scottish people watched the SP leadership hustings on STV in 2021.
