is the media (TV, newspapers, social media) important in determining the results of elections? which one is the most important?

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10 Terms

1
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a03

the power of the media has redued, social media could now be the biggest influence

2
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theme 1

newspapers

3
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weak 1

newspapers have owners with a political agenda

the sun has been seen as very important in general elections

  • the sun has backed the winner of every election since 1979

the daily mail has been seen as important for the 2016 eu referendum

  • influenced a vote to leave - showed various ‘lies’ eg. big red bus

4
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strong 1

the conservative press does not guarantee success

  • sun typically conservative but backed blair 1997, and starmer in 2024

5
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theme 2

TV

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weak 2

TV debates have been seen as influential

  • 13 televised debates took place 2019 over key issues like Brexit

7
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strong 2

tv must be politically neutral

  • BBC remit. =politically neutral and educational “inform, educate and entertain”

most tv debates have not been too decisive

  • 2019 only 20% watched TV debates and 35% were influenced by them to choose a candidate

8
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theme 3

social media

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weak 3

there have been claims that social media can be manipulated (cambridge analytica)

  • found that personal info could be taken without authroisation early 2014 to profile voters to target them with personalised political ads

most young people are getting bombarded by political advertising on social media

  • even appeal via tiktok matching data to algorithm eg. labour and conservative tiktok pages are in short-form content and aim to target the younger audience

  • Corbyn had nearly 2x May’s facebook and instagram following in 2017, showing his influence on the youth and the 2017 youthquake

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strong 3

all parties are using social media as it is low cost. this means that one party does not dominate

  • labour/ cons/ libdem have tiktok, instagram, …

people have to have latent beliefs — media cannot totally change our views

  • 2017 “don’t chuck britain in the cor-bin” less influential with low publishing figures

  • follow/ view content that matches our latent beliefs