Voting Behaviour - Media in Scotland

Scottish Media Landscape:

• Newspapers: Scottish Sun and Daily Record dominate tabloid press; Scotsman and Herald lead national broadsheets.
• Online Readership: Decline in newspaper sales but increased online readership in recent years.

Political Outlook:

• Media Freedom: Scottish newspapers, like those in the UK, legally report news independently.
• Left-Wing Tradition: Traditionally, Scottish newspapers have leaned more left-wing politically; e.g., Daily Record backing the Labour Party.

Media's Role in Independence Referendum:

• Campaign Strategies: 'Yes Scotland' and 'Better Together' heavily invested in websites and used social media during the independence referendum.
• Television and Radio: Played a significant role in engaging voters, featuring regular news bulletins, special programs, and debates.
• TV Debates: Two televised debates before the referendum influenced public opinion; Alistair Darling (Better Together) won the first, while Alex Salmond (Yes Scotland) won the second.

Newspapers in Referendum:

• Coverage: Scottish newspapers, both broadsheets and tabloids, provided extensive coverage of arguments for and against independence.
• Neutral Stance: Most newspapers took a broadly neutral stance, urging voters to think carefully and use their votes.
• Exception: The Sunday Herald was the only paper actively supporting independence.
• Post-Referendum Engagement: Extensive public engagement through various forms of media, record-breaking 85% voter turnout.

Post-Referendum Development:

• New Tabloid: The National was created after the Scottish Independence referendum.

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Voting Behaviour - Media in Scotland

Modern Studies

Conclusion:

The media, encompassing newspapers, television, and online platforms, played a crucial role in shaping and engaging the public during the Scottish Independence referendum. The various forms of media served as platforms for extensive campaign events, street activism, and unprecedented voter participation, leaving a lasting impact on Scotland's media landscape.