Voting behaviour - The media

Modern Studies

The Media & Voting Behaviour

Newspapers:

• Freedom and Influence: Newspapers, within legal bounds, freely report news and politics, often with a specific stance.
• Impact on Elections: Some argue newspaper support is vital for electoral success, influencing less committed voters over time.
• Diverse Readership: Many people read newspapers for reasons beyond politics.

Television:

• Primary News Source: Television is the primary source of political news for most voters.
• Neutrality Requirement: By law, television must remain neutral when reporting on political issues.
• Debates: TV debates, initiated since the 2010 General Election, vary in format and impact.
• Example: Despite Nick Clegg's strong debate performance in 2010, the Liberal Democrats' electoral success did not increase significantly.

Online and Social Media:

• Digital Dominance: Around 65% of the public uses the internet for news, making online media a prominent information source.
• Accessible Platforms: Traditional media outlets (BBC, Times, Guardian, Sun, Daily Mail) offer news through apps and websites.
• Political Engagement: Politicians invest heavily in websites, blogs, podcasts, and social media platforms (Facebook, Twitter).
• Election Spending: Substantial campaign spending on social media advertising; e.g., Conservatives spent £1m on Facebook during the 2019 election.
• Tailored Advertising: Social media allows political parties to customize ads for different demographics, aiming to increase their vote share.
• Influence Caution: The actual influence of social media on voting remains to be fully understood, considering it's not universally used in all demographics.

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Voting behaviour-The media

Conclusion:

The media, encompassing newspapers, television, and digital platforms, significantly shapes voting behaviour. While traditional media maintains its influence, the rise of digital platforms, particularly social media, introduces new dynamics and challenges in political communication and voter engagement.