How influential is the media in politics?

1. How influential is the media in politics? www.educationforum.co.uk

2. Media and Politics • Possible Question • Identify and explain 3 ways in which the role of the media in politics has changed in the last 30 years (9 marks) 24 hour media, more intrusive reporting (phone hacking), less respectful of leaders, TV debates, internet, blogging, social media, organised press offices for all major parties – use of ‘spin’ and ‘spin doctors’

3. Possible Questions 2 • Politicians and parties need to understand the role and influence of the media if they are to succeed. To what extent do sociological arguments and evidence agree (33 marks) Key Ingredients – changes in media role (see last slide), theories of media – pluralist, Marxist, pomo, the media and elections (press and broadcasting, arguments for and against the idea of an important media, findings of the GUMG, Leveson inquiry. Conclusion – how crucial is the media to politicians or is it of secondary importance to other factors?

4.  Circulation and press bias Read a sample of newspapers. Do they show political bias?? Daily newspaper circulation, March 2003

5. Media theory – Marxist • The mass media is controlled by a capitalist elite that uses it to preserve the status quo • New Labour’s rebranding under Blair made the Labour Party more acceptable to dominant elite • Pro capitalist Media moguls therefore hold significant power over politicians • E.G Ralph Miliband (Marxist) described the media as ‘the new opium of the people’ – a hallucinatory drug which creates illusions and a false sense of well being • All media portray capitalism in a favourable light suggesting their is no practical alternative

6. Marxist theory – hegemonic theory • Marxists also suggest that those who edit/write for newspapers & are involved in broadcasting have particular views due to their shared education, class, age etc. • They write from a particular perspective unconscious of bias • The owners of the media – e.g. News International, Lord Rothermere consciously set a pro capitalist agenda in their papers.

7. Pluralist/functionalist theory • The media reflects the wide range on interests of wider society • They therefore present a broad spectrum of ideas and ideologies • Important functions to inform and communicate • See media influence as limited – reflects rather than forms opinion • Pro capitalist media simply a reflection that more groups support such ideas – alternatives are out there but are just not very popular e.g. Morning Star

8. Pomo Theory • Post modern society is media saturated – we are bombarded with media images • The line between image and reality becomes blurred – ‘media images become reality’ • Media presents multiple reality (hyperreality – Baudrillard) • Multiple realities open to multiple interpretations – truth becomes relative and therefore people become increasingly sceptical about politicians, their promises and ideologies – people disengage from politics • The media therefore plays an important role in causing apathy and disengagement

9. Media bias – the press • Press is not legally required to be impartial • Papers indicate support during election campaigns, e.g. 1992, The Sun, ‘Will the last person to leave Britain please turn the light out’ • Neil Kinnock / Norman Tebbit cited press support as reason for electoral failure / success • Rupert Murdoch, press baron courted by New Labour & Conservatives in 1997 • Paul Whitely estimates The Sun’s support for New Labour in 1997, lost Cons. 500,000 votes esp. in key marginals – so media played a crucial role in the outcome of the election

10. Media Bias - Broadcasting • BBC & ITC controlled by Royal Charter & TV & Broadcasting Acts – maintain impartiality • What is impartiality? – right to respond, equal air-time, quality news coverage • Accusations of partiality and left wing bias – Today programme’s coverage of run-up to Iraq War - • Over exposure of UKIP leader Farage would suggest a right wing bias • Over exposure of ‘royal stories’ might reflect an establishment bias

11. Glasgow University Media Group • Studied TV news coverage of strikes in the 80’s and 90’s • Concluded that TV news had pro Bosses biased and reflected dominant capitalist ideology by; • Always presenting unions as ‘militant’ and aggressive • Highlighting union violence over police violence on the picket line • Giving more news time to management than strikers and treating management sympathetically and strikers unsympathetically

12. How much political influence does the media have? • Katz and Lazarsfield (1955) argued that most people are not directly influenced by the media • Social factors FAR more important – family, class, workplace • Media only influences ‘Opinion leaders’ within communities and parties – the media is much more important to ‘opinion leaders’ who then transfer this influence to the mass of people • They call this model the ‘two step model’

13. How influential is the media? • Blumer and McQuail (1968) argued that audiences use the media in different ways for different purposes • Some use the media to reinforce their existing views (gratifications), others to form their opinions (uses) • The audience is in control of how influential the media is in this ‘uses and gratifications model’

14. Cultural Effects Theory • Miller (1991) studied the constant repetition of political messages in the media over a 12 month period and concluded that the media can have a long term effect on a persons voting intention • Getting your message on the media and getting it repeated therefore essential for parties and politicians

15. How influential is media? • Psychologists challenge influence of media - Festinger (1950s) & Denver (1980s) • Selective exposure – individuals choose to expose themselves to certain types of bias • Selective perception – individuals mentally edit news to fit their ideas • Selective retention – forget content that challenges their ideas

16. Other reasons to question media influence • It is difficult to isolate media influence from other social factors • Surveys suggest that media influence is small over the period of electioneering – as little as 2% swing from one party to another during a typical election campaign

17. Leveson • The role of the mass media and its relationship with politicians has been an important part of the recent Leveson Inquiry into press ethics (2012) • Response to phone hacking scandal • Concluded that editors and owners are failing to regulate their own behaviour • In the course of the Inquiry the closeness between editors/owners and politicians laid bare • Recommended a new press standards body to be set up to protect the population from unethical press intrusion and to protect the independence of the press from political interference