VOTING BEHAVIOUR AND THE MEDIA:
Evaluate the view that the media is the most significant factor in determining elections:
Evaluate the view that the media in the UK no longer has an effective impact on politics:
Media
Age
Class
Evaluate the view that the influence of conventional media is declining in determining UK
election outcomes: SEE OTHER PLAN!
- During elections the highest turnout tends to be amongst those who are older and these
individuals tend to be those who are subject to conventional media. And so, it can be
argued that conventional media is not declining.
- Whilst it can be argued that conventional media is waning in the sphere of politics,
perhaps in regard with elections due to a sense of apathy amongst those who engage in
new media the most conventional media may play more of a role than previously
assumed.
- New Labour certainly switched the use of media and fought a far more professional
election campaign with Peter Mandelson, Alistair Campbell and Gordon Brown playing
important roles in management of the mass media and Labour may also have benefited
from the decision of the Sun newspaper to support Labour rather than the Conservatives
while some other pro-Conservative newspapers tended to moderate their criticisms of
Labour not least because they were very critical of John Major's overall leadership of the
Conservative Party and in some cases of what they perceived to be his insufficient
Euroscepticism.
- It can be argued that the press and television, particularly since the 1960s, has encouraged
a more critical analysis of parties and governments. Beginning in the 1960s there has
been a decline in deference (the polite respect and reverence) shown towards politicians
and increased criticism. Change in voting behaviour based upon class (class dealignment)
increasingly people are voting due to valence and salience
Newspapers - do they influence or are they an echo chamber?
- Older turnout and high readership amongst older generations.
- The Sun has backed the winning party at every election between 1979 and 2015.
- Continues to be a high online readership.
- Ultimately they are an echo chamber and do not actually influence voting
Broadcasters - act as a means to inform
, New media - role of social media, internet
- Perhaps new media is not influential as can be shown by the fact Labour won the so-
called social media election in 2017 but failed to actually win the GE. This is likely a
result of high turnout amongst older generations who tend to vote conservative and not
use social media.
Evaluate the view that the media in the UK acts as a negative force during and between
Elections:
- Does it undermine or enhance democracy?
- Does it actually persuade and influence voting behaviour?
- Pluralist view argues mass media plays an important role in enhancing democracy
- Marxist view is that mass media contributes to exploitation of the proletariat - rich
owners of mass media, e.g. Murdoch. The Mass Media chooses what to report and how to
report it and therefore provides a biased view of the world.
Accountability
- Important and effective means through which government can be held accountable
- Public watchdog, e.g. sleaze scandal (held accountable by election of Blair), Blair and
Iraq depicted in the media as a liar, expenses scandal
- The fact both broadcasters are attacked from both the right and the left signals they are
carrying out effective scrutiny.
- Arguably, broadcasters despite not being biased their idea of the ‘centre’ is certainly
tilted towards the left.
Participation
- Acts as a conduit between the government and the people.
- Enables minority views to be heard
- Conservative over saturated - reinforces two party system
Educate
- Important in shaping individuals views on politicians and educating them on important
issues
- Can be a motivating force - although this has led to tribalism, e.g. Brexit
- Distorted by the echo chamber meaning individuals only witness their own opinion
reinforced.
Evaluate the view that the media is the most significant factor in determining elections:
Evaluate the view that the media in the UK no longer has an effective impact on politics:
Media
Age
Class
Evaluate the view that the influence of conventional media is declining in determining UK
election outcomes: SEE OTHER PLAN!
- During elections the highest turnout tends to be amongst those who are older and these
individuals tend to be those who are subject to conventional media. And so, it can be
argued that conventional media is not declining.
- Whilst it can be argued that conventional media is waning in the sphere of politics,
perhaps in regard with elections due to a sense of apathy amongst those who engage in
new media the most conventional media may play more of a role than previously
assumed.
- New Labour certainly switched the use of media and fought a far more professional
election campaign with Peter Mandelson, Alistair Campbell and Gordon Brown playing
important roles in management of the mass media and Labour may also have benefited
from the decision of the Sun newspaper to support Labour rather than the Conservatives
while some other pro-Conservative newspapers tended to moderate their criticisms of
Labour not least because they were very critical of John Major's overall leadership of the
Conservative Party and in some cases of what they perceived to be his insufficient
Euroscepticism.
- It can be argued that the press and television, particularly since the 1960s, has encouraged
a more critical analysis of parties and governments. Beginning in the 1960s there has
been a decline in deference (the polite respect and reverence) shown towards politicians
and increased criticism. Change in voting behaviour based upon class (class dealignment)
increasingly people are voting due to valence and salience
Newspapers - do they influence or are they an echo chamber?
- Older turnout and high readership amongst older generations.
- The Sun has backed the winning party at every election between 1979 and 2015.
- Continues to be a high online readership.
- Ultimately they are an echo chamber and do not actually influence voting
Broadcasters - act as a means to inform
, New media - role of social media, internet
- Perhaps new media is not influential as can be shown by the fact Labour won the so-
called social media election in 2017 but failed to actually win the GE. This is likely a
result of high turnout amongst older generations who tend to vote conservative and not
use social media.
Evaluate the view that the media in the UK acts as a negative force during and between
Elections:
- Does it undermine or enhance democracy?
- Does it actually persuade and influence voting behaviour?
- Pluralist view argues mass media plays an important role in enhancing democracy
- Marxist view is that mass media contributes to exploitation of the proletariat - rich
owners of mass media, e.g. Murdoch. The Mass Media chooses what to report and how to
report it and therefore provides a biased view of the world.
Accountability
- Important and effective means through which government can be held accountable
- Public watchdog, e.g. sleaze scandal (held accountable by election of Blair), Blair and
Iraq depicted in the media as a liar, expenses scandal
- The fact both broadcasters are attacked from both the right and the left signals they are
carrying out effective scrutiny.
- Arguably, broadcasters despite not being biased their idea of the ‘centre’ is certainly
tilted towards the left.
Participation
- Acts as a conduit between the government and the people.
- Enables minority views to be heard
- Conservative over saturated - reinforces two party system
Educate
- Important in shaping individuals views on politicians and educating them on important
issues
- Can be a motivating force - although this has led to tribalism, e.g. Brexit
- Distorted by the echo chamber meaning individuals only witness their own opinion
reinforced.
