Case Studies - The role of the media

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The Sun Backs Blair

The Sun, who typically supported the Conservatives supported Tony Blair’s campaign during the 1997 election.

This is an example of media influence on politics.

1992 Opinion Polls

Many 1992 opinion polls predicted a Labour win, which led to the Boomerang effect, meaning Conservative voters turned out to combat this, resulting in a 21-seat majority for the Conservative Party.

Nick Clegg TV Debate

An example of how TV Debates have little influence on the outcome of elections. In the run up to the 2010 election, ina TV Debate Nick Clegg had a great performance, yet there was still a decline in the Liberal Democrat popular vote.

The changing role of the media in the digital age

By 2010, most MPs had their own websites which helped voters to gain an understanding of who they would potentially casting their vote for and this MPs beliefs.

The changing role of the media and older voters

Although the internet is becoming increasingly more prevalent in reaching younger voters, this influence does not translate to older voters how get their information from more traditional media such a newspapers. This is especially significant, as older voters are actually more likely to turn out, and so while the use of social media and the internet is important, it is still important to consider traditional media.