The Media and Political Influence
This lesson examines the role of the media in UK politics — how newspapers, television, social media, and online platforms shape political debate, influence elections, and affect democratic accountability.
The Role of the Media in a Democracy
In a democracy, the media performs several vital functions:
| Function | Description |
|---|
| Informing the public | Reporting news and providing information citizens need to make political decisions |
| Holding government to account | Investigative journalism and scrutiny of politicians (the "watchdog" role) |
| Providing a platform for debate | Hosting discussions and representing diverse viewpoints |
| Setting the agenda | Determining which issues receive public attention |
| Shaping public opinion | Influencing how the public thinks about issues and politicians |
Newspaper Influence in UK Politics
The UK has a highly partisan press — most national newspapers openly support a particular political party or ideology.
Newspaper Political Leanings (General Pattern)
| Newspaper | Typical Leaning | Owner |
|---|
| The Sun | Right/Centre-right | News UK (Rupert Murdoch) |
| Daily Mail | Right | DMGT (Lord Rothermere) |
| The Daily Telegraph | Right | The Barclay family (recently sold) |
| The Times | Centre-right | News UK (Rupert Murdoch) |
| The Guardian | Centre-left/Left | Scott Trust |
| The Mirror | Centre-left/Left | Reach plc |
| The Daily Express | Right | Reach plc |
| The Independent | Centre/Centre-left | Online only (Sultan of Brunei investment) |
The Sun and Elections
The Sun's political endorsements have attracted significant attention:
- 1992: "It's The Sun Wot Won It" — the headline after John Major's surprise Conservative victory, which The Sun claimed credit for after running hostile coverage of Neil Kinnock
- 1997: The Sun switched its support to Tony Blair's New Labour, which won a landslide
- 2010: The Sun switched back to the Conservatives under David Cameron
- 2019: The Sun backed Boris Johnson's Conservatives
Debate: Do newspapers influence elections?
- Some argue that newspaper endorsements can sway marginal voters and shape the political narrative
- Others argue that readers choose newspapers that confirm their existing views (selective exposure/confirmation bias)
- Newspaper readership has declined significantly: The Sun's circulation fell from 3.5 million in 2000 to under 1 million by 2024
- The role of newspapers has shifted from direct influence to agenda-setting — shaping what issues are discussed
Television and Politics
Television has traditionally been the most trusted source of political information in the UK.
Regulation of TV News
Unlike newspapers, broadcast media in the UK is regulated for impartiality:
- The BBC is required to be impartial under its Royal Charter
- Ofcom regulates commercial broadcasters (ITV, Channel 4, Sky) and requires due impartiality in news
- This means TV news must give balanced coverage to major political parties during elections
Key Roles of Television in Elections
- Leaders' debates: Televised debates (first held in 2010) can influence public perceptions of party leaders. Nick Clegg's strong performance in 2010 led to "Cleggmania" and a temporary surge in Lib Dem support
- News coverage: The 24-hour news cycle means politicians are under constant scrutiny
- Political interviews: Programmes like BBC Newsnight, Question Time, and ITV's Peston provide platforms for political accountability
Criticisms of TV Coverage
- Bias by topic selection: Even if individual stories are balanced, the choice of which stories to cover can favour certain narratives
- BBC bias claims: The BBC is criticised by both left and right — the left accuses it of establishment bias, while the right accuses it of liberal bias
- Soundbite culture: Complex policy issues are reduced to short, memorable phrases
- Horse-race coverage: Election reporting focuses on polls and strategy rather than policy substance
Social Media and Politics
Social media has transformed political communication since 2010:
Platforms and Political Use