The Media 4.4

Question 1

Changing nature of media

Answer 1

older voters tend to prefer traditional methods, eg radio and print newspapers, but digital media is taking its place

younger voters increasingly use social media + the internet

media is used to prevent voter apathy, the process where voters become disengaged with political process

Question 2

Changing media (facts)

Answer 2

Most common place of news = TV - 74% of people use, or internet - 66% of people use

newspapers (online and print) in 2020 = 47% of people used them; in 2022, = 38%

The Guardian and The Daily Mail = most read digital newspapers

The Daily Mail = most read print newspaper

Question 3

Social Media

Answer 3

39% of 16-24 yr olds say ‘social media is the most important source of news’
Tiktok’s reach for news was 1% 2020, but 7% 2022 - users get news from people they follow, not outlets

Question 4

Traditional Media

Answer 4

methods of mass communication used before digital methods, eg radios and newspapers

Question 5

Decline of traditional media

Answer 5

all declined in print, regardless of political spectrum
2010 - The SUN = 3 million print copies in circulation.
2020 = 1.5 million

2000 - The Telegraph = 1 mil print copies in circulation
2020 = 400k

Daily online readership: Sun = 3.65 mil, Telegraph = 1.1 mil, Guardian = 3.5 mil

Question 6

Opinion Polls

Answer 6

assessment of public opinion gathered by questioning a sample of the electorate
used to help predict election outcomes / important voter issues

Question 7

Advantages of Opinion Polls

Answer 7

reflect political engagement, shapes policy to reflect public opinion, keeps government accountable (representative democracy), exit polls are often accurate, protect political freedoms, voters have a say on policy between elections, can help increase turnout (to change/meet an outcome), online polls = more accurate than telephone

Question 7

Disadvantages of opinion polls

Answer 7

recent polls have been inaccurate (eg 55/168 predicted Brexit, failed to predict 2015 G.E.), no way to determine voter honesty (shy Tories etc), difficult to ensure representative sample, politicians are trustees not delegates, may have undue influence on election outcome, differences in how pollsters count ‘don’t know’ voters, overcount/undercounting

Question 8

Media Persuasion

Answer 8

Newspapers often support one side or another: The Telegraph and Daily Mail = Right-wing, The Guardian and Morning Star = Left-wing.
82% people can access internet (party website)
TV research from Electoral Reform Society = BBC Question Time with party leaders in 2017 helped 34% of voters decide
social media = direct access to voters

Question 9

Media Support

Answer 9

2017 - Conservative £2mil on Facebook adverts
2017 - Jeremy Corbyn Snapchat filter reached >9mil views
eg The SUN - backed Conservatives 1979, then Labour 1997, then Conservatives 2010
dependent on Rupert Murdoch

Question 10

Degree of Influence

Answer 10

users of media don’t totally trust it
higher social classes especially = more likely to use multiple sources of online & offline media

Question 11

Degree of Influence (facts)

Answer 11

52% of those over 45 use TV as main source of news.
63% of over 45s get news online.
only 51% of people say they trust the news.
70% of people are concerned about the spread of fake news