• Revision:Influence of the Media

TSR Wiki > Study Help > Subjects and Revision > Revision Notes > Politics > Influence of the Media

Media Impact

  • To many, the media is their only source of information on political issues
  • Broadcasting media must be politically neutral
  • Broadcaster don’t report from 0600-close of poll on day of election
  • Surveys show up to 2/3 people believe Party Political broadcasts affect voting behaviour
  • Publicity, e.g. number of times a leader appears on television, can influence voters
  • Parties can complain about bias on television
  • TV can boost image without making any difference to the election

- e.g. Kinnock had better TV image in 92, Major still won

  • 52% saw hardly any coverage before the 2001 election, BBC reviewed coverage amid fears it would be “dumbing down”.
  • TV covers House of Commons, Welsh Assembly and Holyrood, but how many watch?
  • In recent elections, newspapers thought to have had a strong influence

- Press given credit for winning the 92 election for the Tories - 60% of newspapers backed Labour in 97

  • In 2001, Sun, Express, Mirror, Guardian, Daily Record all backed Labour.

Daily Mail, Telegraph - Tories Independent - Lib Dem

  • Press use headline campaigns for or against politicians or issues
  • In 2001, press coverage reflected “presidential campaign” I.e. centred around personalities rather than parties or issues
  • Influence of spin doctors e.g. Peter Mandelson

- can backfire e.g. 9/11 being “a good day to bury bad news”

  • Labour dropping internet pop-up campaign after suggestions it backfired in the US election
  • Influence of media/internet revolution may have an effect on politics

- difficult to regulate output - difficult to maintain political neutrality


Try Learn together, TSR's study area

revision notes




a study planner

of discussions

Who is most responsible for your success at university

The Student Room, Get Revising and Marked by Teachers are trading names of The Student Room Group Ltd.

Register Number: 04666380 (England and Wales), VAT No. 806 8067 22 Registered Office: International House, Queens Road, Brighton, BN1 3XE