voting behaviour & the media key concepts

Social Class and Voting

Historically, working-class voters supported Labour, and middle/upper-class voters supported Conservatives. This stable pattern began to break down from the 1970s onward.

Class Dealignment Causes

Shrinking manual workforce (from 58% in 1961 to 29% in 2013), increased home ownership and reduced union membership, growing affluence ('embourgeoisement').

Partisan Dealignment Causes

Higher education levels encouraging independent thinking, broader access to information via broadcast media, ideological shifts within major parties alienating traditional supporters.

Gender and Voting

Women historically leaned Conservative; gender gaps lessened under Thatcher and shifted further under Blair (New Labour appealing more to women).

Age and Voting

Conservative support rises with age; Labour traditionally stronger among the young, especially under Jeremy Corbyn (2017).

Ethnicity and Voting

Black and ethnic minority voters largely support Labour due to historical pro-immigration stances and policies addressing social inequalities.

Regional Voting Patterns

'North-South divide': North (Labour stronghold), South (Conservative). Blair's Labour broke into the South; post-2010, regional divisions intensified again.

Issue Voting and Rational Choice Theory

Voters act based on self-interest or the party closest to their stance on a key issue (e.g., Brexit in 2019 led many former Labour voters to back Conservatives).

Valence Issues

Voters assess competence on widely agreed goals (e.g., economic growth, NHS improvement) and vote for the party most likely to deliver.

Party Leaders

Strong, inspiring leaders can energize support and win floating voters (e.g., Blair's success; Corbyn's mixed appeal). Media tends to personalise elections around leaders.

Party Image

A party's overall reputation (policies, unity, leadership) influences voters. Negative perceptions can seriously harm electoral chances.

Campaigns

Campaigns reinforce existing opinions more than change them. Media debates (e.g., Johnson vs. Corbyn 2019) have increased focus on leader performance.

Turnout

Turnout dropped dramatically in 2001 and 2005, raising fears of democratic disengagement. The concept of 'hapathy' suggests some voters abstain because they are content.

The Changing Media Landscape

Traditional media: Print newspapers dominated until the 1950s. Broadcast media: Became dominant post-WWII (e.g., BBC impartiality). New media: Internet, 24-hour news, social media (Facebook, Twitter, Instagram) reshaped information consumption.

Short, catchy slogans

Examples include phrases like 'Get Brexit Done' that are used to capture attention.

Celebrity culture

The growing phenomenon of public interest in the personal lives of political leaders.

Dumbing down of politics

The trivialisation of political discourse, making it less substantive.

Negative stories in media

Stories that focus on negative aspects dominate for profit, increasing public cynicism.

Political disengagement

Easier for individuals to avoid political news altogether due to media fragmentation.

Decline in print media circulation

A 52.5% decline in circulation between 2010-2018.

Newspaper bias

The influence of newspaper bias on shaping political discussion.

Press scandals

Events like phone hacking that have damaged trust in the media.

Influence of newspapers

Newspapers remain influential as broadcast and social media often repeat their stories.

OFCOM regulation

Broadcast media is regulated by OFCOM to ensure impartiality.

BBC viewership

The BBC is still watched weekly by 55% of adults.

Media fragmentation

The increase in channels and formats that allows for political avoidance.

Social media misinformation

The ability of social media to spread misinformation, often referred to as 'fake news'.

Targeted dark ads

Ads that manipulate voters with tailored messages.

Echo chambers

Algorithms that reinforce existing political biases by creating isolated information environments.

Voting intention polls

Polls that predict general election outcomes.

Policy issue polls

Polls that measure public opinion on specific issues, such as NHS funding.

Private polls

Polls commissioned by parties for internal use.

Exit polls

Polls conducted at polling stations to predict seat counts.

Inaccuracy in opinion polls

Issues of inaccuracy during key events like the 2016 Brexit and 2017 General Election.

Sampling issues

Problems arising from over-reliance on online polling, which skews results towards younger demographics.

Influence on voting behaviour

The potential effects of polls on voter decisions, such as 'bandwagon' or 'underdog' effects.

Importance of opinion polls

They help parties adapt policies and provide a detailed view of public opinion beyond election results.

Personality politics

The tendency for personality to overshadow policy discussion in media.

Sensationalism

Media practices that can turn voters off from political engagement.

Floating voters

Voters who are more susceptible to media influence due to their political apathy.

Open Bias

Explicit partisanship, such as The Sun endorsing Conservatives.

Hidden Bias

Perceived bias in supposedly neutral outlets, like alleged BBC bias.

Framing

The media's focus on specific stories or issues, shaping public perception of importance.

Ownership concentration

83% of UK newspapers are owned by just three companies as of 2018.

Broadcast regulation

Broadcast media is subject to OFCOM rules for balance.

Social media regulation

Social media is poorly regulated, allowing for the spread of misinformation and polarization.

Media's role in democracy

Promotes free speech, public debate, and holds political institutions accountable.

Negative effects of media

Sensationalism and misinformation threaten informed political engagement.